Azga: Meet the jewelry brand reviving traditional workmanship with a contemporary spin
In recent years, the rapid rise of technology has paved the way for a gamut of mass-produced Western accessories, eclipsing the beauty of rich Indian and traditional crafts. While its deep-rooted influence remains hard to veer away from, a new wave of brands has emerged. With the careful amalgamation of traditional craftsmanship, they celebrate modern sensibilities and elements, that keep up with the times.
Established by sister duo, Nikita and Namita Bhandari, Azga is a jewelry brand that concocts traditional and contemporary aesthetics into wearable jewelry collections - impeccably handcrafted. The duo’s mutual interest in art and textile are aptly revealed in their collections where each piece is crafted with every ounce of heart and soul. In the designs regal motifs, sculpted forms borrowed from architectural shapes, and wildlife take the stage. They are often combined with India’s revered surface techniques such as marbling, and hand-painting amongst several others. For a name entailing a euphonious accent, Azga extends beyond its exquisite outlook and propels a thoughtful execution of artistry, paying homage to the age-old craftsmanship of local artisans.
A comprehensive collection for women, men, and children unfolds that is easy to style and layer over a variety of outfits in your wardrobe. By making brilliant use of poised color palettes and themes, Azga’s jewlleries remain modest and tick all the right boxes to cater to a wider set of consumers. By incorporating local traditional craftsmanship they inspire everyday wearables and cocktail party-worthy accessories, alongside a set of reinvented polki collections to appeal to the younger generation. Charm bracelets, enameled evil eye amulets, and modern hoops dress up even the most basic of outfits and pose as wearables that you can reach out to effortlessly or even when you are in a hurry. Whereas their flora-inspired collections include cuffs, chokers, and earrings that can be saved up to curate the most distinct of looks at a party or an event. The men's section includes modern and refined cufflinks, brooches, and other accessories, as well as handcrafted pocket squares using marbling techniques by local artisans. With one foot towards a distinct creative flair and the other towards fair trade practices and business ethics, Azga aims to move forward with impeccably crafted accessories that make for perfect wearable pieces.
