Check out Anu Merton new collection at Amethyst, Chennai

A necklace from Anu Merton | Photo Credit: Special arrangement

Nearly five months since its first pop-up in Chennai, jewelery brand Anu Merton, which shares its moniker with the designer who founded it in 2020, is back at Amethyst. This time, it introduces the city to its soon-to-be-launched capsule that parades a colorful spectrum of semi-precious stones on the sturdy foundation of time-tested jewellery-making techniques.

Rings, necklaces and bracelets by Anu Merton | Photo Credit: Special arrangement

Assessing the response to her brand’s first outing at the 24-year-old garden café and boutique, Anu lauds the venue’s potential to draw the city’s fashion enthusiasts. “We did a pop-up in collaboration with Amethyst in March and the visitors’ response was great. This time, we will be showcasing our bestsellers from collections spanning last two years and some pieces from the new drop, which is yet to be named and launched on the website officially,” says the jewelery designer, while complimenting Chennai’s open-minded approach to the brand’s ornaments. “Even though the people of Chennai love gold and temple jewellery, they are open to kundan meena jadau jewelery that was traditionally made in Rajasthan. So, the decision to exhibit the upcoming drop was conscious and well-informed,” she adds.

Kiran Rao, founder of Amethyst, says, “Anu Merton’s well-defined style seamlessly merges classic vintage jewelery with contemporary glamour, creating a collection that is both timeless and fresh. This fusion of past charm with modern sensibility perfectly aligns with our own brand ethos of classic, timeless elegance”.

Anu Merton showcases her jewelery designs. Photo Credit: Special arrangement

Based in Bengaluru, Anu shuttles between Jaipur and Patna to monitor the design process of her jewelery collections that champion traditional motifs and techniques. The new line of jewellery, she says, has the brand’s signature antique and muted look to it, albeit the vibrant pop of colours. “The collection’s jhumkas (dome-shaped earrings), chokers, necklaces, rings and bangles feature kundan meena jadau technique, while peridot, amethyst, lemon quartz and rose quartz showcase polki cut. Behind the stones, there’s foiling and enamelling to ensure that the color stands out,” explains Anu. These stones, she adds, are in hues of light green, purple, pink, yellow and blue. “I do not like my jewelery to be shiny. I like to give it that antique, worn look. The base metal — gold, silver, alloys or brass — stays the same, but the pieces have detailed meenakari on their edges. For instance, if I used a blue stone, there will be a blue or green-coloured meenakari on its borders,” she says.

The new line of Anu Merton’s jewelery has the brand’s signature antique and muted look to it. Photo Credit: Special arrangement

Anu also puts the spotlight on her jewelery made with tarkashi technique, a type of silver filigree work. “All the jewelery has been made in our workshop at Jaipur, where we work with nearly 35 artisans. We also get some of our work outsourced by artisans who are not employed with us. For instance, we work with nearly 10 artists in Patna who are skilled in tarkashi,” she shares.

Jhumkas in tarkashi technique by Anu Merton | Photo Credit: Special arrangement

Although Anu Merton is primarily an online brand, its market base extends to foreign shores. Anu shares that nearly 30% orders for the brand’s jewelery come from abroad and the sales have picked up in Tier 1 and Tier 2 cities too. “Overseas, we get maximum orders from the US, but in India the needle drifts towards Bengaluru, Delhi and Hyderabad. We are also doing pretty well in Ahmadabad, Raipur and Jaipur too,” she adds.

Choker and earrings by Anu Merton | Photo Credit: Special arrangement

Nearly 200 pieces of jewelery will be on display from 11am to 7.30pm on Friday and Saturday (September 6 and 7) at The Amethyst Room, 106, Chamiers Road, RA Puram, Chennai. Price range: ₹1,700 to ₹27,000.