I have always had an eye for jewellery that felt different, jewellery that carried a story. It never mattered to me whether it was precious, semi precious, or something else entirely. What mattered was that it had character, that it felt like art. That love for unique pieces comes from my Amma. She was the first in our family to spot beautiful designs, and to this day she still claims the first pick whenever Pure Allure launches something new. She dressed me up endlessly as a child, and even my brother was not spared her experiments with little accessories. Somewhere along the way, both of us carried that love forward.
To this date I choose my jewellery first and then pick my outfit matching my piece. I enjoy adding jewels to my everyday looks, because they have always spoken louder than anything else I wear.
Pure Allure itself began almost overnight. A week before, while I was shooting for RaagDesh in Dehradun, I had long conversations with a friend who loved jewellery as much as I did. We spoke about how extraordinary Indian craftsmanship is and how often people around us lacked access to it. Another friend had already sown the seed in me about starting something of my own. And one night, it all came together. I wanted to create something accessible yet artful, jewellery rooted in design, craftsmanship, and individuality.
When I shared the idea with my family, the reactions were as different as they were telling. Amma was thrilled because it meant more jewellery at home. My brother, the practical one, immediately asked for numbers. And Achan simply said, “Like the jewellery you wear? Then it is going to be kickass.” With that, he handed me the capital to create my first pieces. That was the origin of Pure Allure.
I had no business background, no idea what the technicalities of running a brand meant. All I had was the love for jewellery and the wish to share it. When my brother became my guide for structure, it was Pappa, a self made businessman himself, who became my CFO and anchor. If Achan sowed the seed of Pure Allure, it was Pappa who watered it and kept it alive. His faith and strength will always remain the foundation of Pure Allure, a presence that stays with me in every step I take for the brand. It was also Pappa who reminded me not to limit my dreams. The new flagship concept store that you will soon step into was his vision for me. He was the one who urged me to think bigger, to make Pure Allure reach more jewellery enthusiasts, to let the brand grow the way he believed it was meant to.
And then there is Nitin, my partner in every way. He has quietly been part of Pure Allure from the very beginning. The first one I share my design ideas with. The one who listens to my endless rants about karigars and production delays. The one who sits through all the everyday chaos that comes with this journey. He loves to say he is “least interested,” yet he is present in everything, steady and unshakable. For the longest time, my only souvenirs from our travels were pieces of jewellery. I would collect them for myself, and eventually for him too, whether or not he wore them. Slowly, he began choosing for himself, developing a taste that surprised us both. Now when Nitin picks a piece, I nudge him saying it is the MMM influence on him.
When it came to my wedding, I wanted my choices to speak louder than tradition. I have always questioned why beautiful designs are so often created only in gold, and why brides and families feel the pressure to take loans just to wear them. To me, a wedding should be about celebration, not debt or burden. So I made a decision that felt true to who I am. I did not wear even a gram of gold. Every piece I wore that day was from Pure Allure. It was more than a personal statement. It was proof that jewellery can hold meaning, beauty, and artistry without being tied to gold. That day was my way of showing that, just like me, the brand also stays true to it.
Pure Allure has always been about stories, and mine is incomplete without the people who shaped it. My family, my partner, our artisans, my friends, and every little nudge from those around me have created what Pure Allure is today. Above all, it is my way of making art accessible to those who love jewellery as much as I do.
