Power of I 2016

Star Jeweller - Amrapali Jewels

This ethnic jewellery brand from Rajasthan is a favourite among celebs both in India and abroad

Vishal Koul

In the heart of Rajasthan’s capital city Jaipur, right at the busy Panch Batti junction on MI Road, stand two of the region’s biggest — and most Instagram-friendly — icons. At Lassiwala, the first, you can line up for a tall kulhad topped to the brim with the refreshing yoghurt drink. But for jewellery aesthetes, it is Amrapali Jewels’ multi-level store next door that will be the real draw, featuring shelves upon shelves laden with enough stone-encrusted pieces to make them momentarily go weak in the knees. And it turns out even actual blue bloods are not immune to the charms of Jaipur’s famed stone-studded jewellery — at a recent engagement in April during her first trip to India, Catherine, Duchess of Cambridge and wife of Prince William, sported a pair of lapis earrings by Amrapali. Years ago, an equally intrigued Bill Clinton and daughter Chelsea had stopped to check out a few pieces during their India visit. So, how exactly did the company go from hawking silver jewellery from a cramped 150 sq ft store in the highly congested Chameliwaala Bazaar area of Jaipur to becoming the go-to jeweller for the stars?