sakhi

brief>
reena from reemat jewellery reached out to me on instagram. her challenge was clear. the jewellery felt modern and current, but she was struggling to connect with a younger audience, especially upcoming brides. she was drawn to my editorial, conceptual style and wanted to move away from the usual.

approach>
the moment I saw the collection, I knew it could be pushed. I asked for the freedom to style it differently. to stack pieces, mix them, and not treat them in a conventional way. she was open to it.

we cast a diverse set of people from different countries and shot in new york. the idea was simple, slightly satirical. a picnic, but instead of food, it was all jewellery. friends spending an evening together, playing, layering, passing pieces around. we called it *sakhi* (meaning friends in hindi).

result>
a mix of product-led and wider frames. jewellery styled in a way that felt playful, new, and less intimidating. the intent was to give the pieces a new life and help a younger audience see themselves in it.

creative direction, styling, casting, production, photography and edit by me.