SHOP DETAIL

INTRODUCTION

From the very beginning, I have been caught up with the idea of the cost of beauty. There is a lot that is sacrificed to attain certain accepted conventions of beauty. And at the root of this costly pursuit is the need to seek novelty. To put it simply, we grow bored of what we see often. Old is no more beautiful for us. So we seek newer and newer avenues which can catch our fancy. As we seek novelty beyond what we already have, we leave behind us a trail of waste – things we don’t want anymore. More so, we seek to change whatever we touch as per our wishes, irrespective of whether that is correct or not. Our impact on the environment is a prime example. And I always used to wonder how I could discover, or say, rediscover beauty in who I was and what I already had. Magic Jewels was born out of the idea that a lot of jewellery that we have, that we ultimately discard, is simply a victim of our boredom. What we intend to do is take those pieces of jewellery, refashion it, redesign it into something swanky and trendy so that it gets back into your good books. You know the feeling of euphoria you get when you dress up for a party, wearing a new kind of dress that you bought recently with much expectation, and it turns out just the way you thought –you stand there thinking to yourself, “Couldn’t imagine I could have looked this pretty too!” The same feeling.