In the Media: Architectual Digest | December 2022

A boutique that I creatively led with award-winning French space design firm, RDAI, covered in the media…

[…] As it opens doors to a spanking new flagship store in Mumbai’s Kala Ghoda arts district, Her Story is all set to redefine how Indians buy jewellery. As a rule, Her Story forgoes traditional jewellery sets in favour of design collections, each of which represents an idea or emotion relating to the persona of the modern woman. “We begin and end with the consumer, and the product is only a part of their journey,” says Her Story brand’s creative director Sitanshi Talati-Parikh, “The collection, not the product, is the hero of the space.” […]

As a final artistic flourish, RDAI converted Her Story’s brand identity poem into a binary pattern, inspired by the traditional art of Kolam. The poem weaves through the very fabric of the store’s architecture: sometimes embroidered, other times engraved or inlaid. “This has become the Her Story motif,” says Talati-Parikh, “It has become integral to the brand ethos; it speaks of identity of our muse—the modern woman, while simultaneously being a part of the brand DNA.” […]

Indeed, the poem itself is a reflection of the spirit of the Indian woman; the Kolam design is a celebration of the brand’s roots in Indian tradition; the binary replication is symbolic of Her Story’s eye towards the future. “The industry has slowly but surely been moving towards an expressiveness of individuality and personality rather than a societal ideal or family legacy,” muses Talati-Parikh. “You fall in love with something because it expresses something for you, whether it is your personal sense of style, who you are or how you wish to be perceived. So we have a different definition for what is precious–something is precious because it is meaningful to you.”