In the Media: Grazia | Jan 31, 2023

G: What was the thought process behind the campaign to launch the store?

STP: As a brand inspired by stories and perspectives of real women, we wanted a campaign that celebrates the authenticity of voice, that captures the aspects of aspirational women and is often challenged by constructs of society. And so, we have a campaign led by five inspiring personalities: Anoushka Shankar, Smriti Mandhana, Twinkle Khanna, Sobhita Dhulipala, and Kalki Koechlin. Each woman answers a question contextualised to her own life, which starts a dialogue on aspects of modernity. The campaign brings alive their personalities, celebrating ideas that resonate with them. 

G: Tell us about the new collection and the inspiration behind it.

STP: We have launched two new collections: Keepsakes, of which Anoushka Shankar is the brand ambassador, and Diversa, which transgender model Anjali Lama has showcased. The Keepsakes collection is inspired by a woman who deeply connects to her roots no matter where she may go. Iconic motifs of India are brought to life with colours and forms that evoke nostalgia. To participate in a conversation on inclusivity, we felt the need for a collection that would represent the beauty of diversity. For us, that took the shape of Diversa, where unique forms flow into one another, in vivid colours, with a pattern representing the power of identity, and Anjali Lama, showcasing the idea, touched our hearts with her story and a coming-of-age journey. 

G: Do you think GenZ’s buying pattern affects the demand for fine jewellery?

STP: Today, the new generation is looking for meaningful consumption that is not acquisitional. Her Story is a thoughtful brand that puts the idea before the product. Through a unique process of design thinking – what we call insight to expression – we are carrying human emotions into precious materials and elevating the material to something beyond the traditional. The piece is valuable because of its meaning, which takes the idea into a realm different from category-based evaluation.