If moms can sport trendy jewellery, why not kids? Or so believes Gurgaon-based silver jewellery designer, Rebekkah Kumar, of Fourseven, who has just launched an entire kids’ collection this Children’s Day.
The four-year-old brand has come to be known especially for its charms category for women, which is made up of both charms as well as charm-holders (charm bracelets, charm necklaces, charm anklets, even charm rings and earrings). Now, Kumar has created similar designs for little girls. Boys haven’t been forgotten, though; there are tiny cufflinks as well as unisex pendants.
“We have offered our charm bracelets in a small size for children for some time now. But we wanted to launch a specific collection for kids targeting the 8-16 age group, as children in this group are old enough to care for their jewellery and parents would appreciate the quality of the products and the purity of the silver used as being important,” she says.
The core philosophy remains the same as the adult line—to create meaningful symbols of happiness, beauty and positivity in the world and bring those into forms that are comfortable and stylish for the age group. “We also wanted to give children a way to express their individuality and their interests. A great example of this is a ‘starter’ charm bracelet with the Letter A and the shuttlecock charm. This would be a great gift for a child named Ana who loves to play badminton. Then, over the years, you can add more charms that reflect what she loves and her charm bracelet becomes her storyboard,” says Kumar.
The collection also has a new Love to Learn Bookmark that celebrates education, curiosity and a quest for learning. It is a great gift for children who love to cuddle up with a good book.
Overall, it is in sync with her thoughts as a mother who feels that kids are growing up fast these days and are exposed to a lot more mature content at an early age. “Our collection is focused on celebrating the simple fun and happiness of being a child. The designs are clean and use very simple shapes and minimalistic forms. The concepts are clear and each is something that a child would easily identify and associate with,” she says. Prices range from Rs 500 to Rs 35,000 with the average price point for charms at around Rs 1,000 and the average price point for other jewellery at around Rs 2,500.
Incidentally, why Fourseven, we ask? Well, the name reflects both India’s independence in 1947 and USA’s Independence Day on July 4 (written as 4/7 in India), says Kumar, who has spent a good part of her life in the US and came back to settle in India some five years ago.
Describing Fourseven as a design-led company, she says her collections are focused on bringing something new to the market that will build a connection with customers. “We are a proudly made-in-India brand creating designs that will resonate with people around the world. We have a great mix of ‘trendy-traditional’ and ‘quirky elegance’ in our collections.”
Kumar works in silver because she believes it is a beautiful precious metal that looks elegant on all skin tones. “It is also said to promote health and wellbeing. For jewellery, sterling silver (the name given to the industry best standard 92.5 per cent silver that is used in high quality jewellery making) turned out to be the best option. It gives us a huge range to work with both in terms of price range as well as designs for men, women and children. It is affordable luxury,” she adds.