CHENNAI: When someone is passionate about their work, it shows. In the case of Aakash Barmecha, it shines through like diamonds that fascinated him as a child; the stone still continues to hold his awe. Creative director and jewellery designer at the Mumbai-based Yoube Jewellery design house, Aakash has fond memories of seeing parcels of freshly polished diamonds being assorted in the Yoube office.
Yoube Jewellery was founded in 1990 by Aakash’s grandfather Umrawmal. With an elite clientele that features some of India’s A-listers, Yoube presented their latest collection during the United Exhibition Jewellery Expo in the city recently.
Aakash joined his father and grandfather in the family business in 2006 as an apprentice. “I grew up with a love for art and design and all sorts of technology that supported the advent of design,” he says.
“I decided to take up jewellery designing; through my training, it became easier for me to interpret the thoughts and concepts of our customers as well as our designers. Jewellery was the natural career choice for me.”
Like in any family owned business, is making decisions and arriving at amicable solutions a challenge?
“It certainly is a complex process to implement new policies as three generations are now involved. However, the upside is that everyone takes ownership and all decisions are made after thorough understanding and analysis.”
He opines that a difference of opinion is the most interesting part of developing, executing and marketing a product. “This allows us to create a better product,” he smiles.
With a team of 50, including five designers, Yoube Jewellery has a streamlined process for design, production and sales. “Every aspect of each piece of jewellery is thoroughly discussed by all the heads of department before production,” Aakash points out.
“What makes a timeless piece of jewellery is balance and harmony. It can make or break a design. From the quality of materials used to the detailing, to the final showcasing and packaging, everything must be balanced.”
Aakash is no stranger to Chennai; he has been visiting for over 20 years. “I visit the city least four times a year and attend exclusive road shows and service our regular customers.
We also come to organised expos, such as this one. Chennai has actually been our primary market and we are blessed with a loyal customer base here.
All products we introduce are welcomed with open arms by the people of this vibrant city,” he gushes.
(The writer is a freelance journalist)