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UNTAME Makes Its India Debut as Fine Jewellery Moves Beyond Occasion Dressing
For generations, fine jewellery has carried an unspoken set of rules. Diamonds belonged to celebrations, certain pieces were kept for special occasions, and the value of a jewel was often reflected in how rarely it was worn. Contemporary dressing has begun to loosen those conventions. A diamond necklace against a white shirt, a sculptural ring worn with denim or a tennis bracelet paired with an otherwise understated look reflects a different sensibility, one in which jewellery is chosen as much for personal preference as for the occasion.
It is within this changing relationship with adornment that UNTAME makes its India debut. Led by Simoni and Sayam Shah, the contemporary fine jewellery label draws on more than 50 years of jewellery expertise while approaching the category through a modern design perspective. Its collection spans delicate necklaces, understated earrings, chains, signets and tennis bracelets, with pieces intended to be worn individually or combined through layering. The emphasis is on versatility, but the larger idea is one of choice: jewellery can be an everyday signature rather than an accessory reserved for a particular moment.
The collection brings together traditional jewellery-making knowledge and contemporary production techniques, including 3D printing, laser work, stamping and channel-setting, alongside hand-finishing. Across more than 1,000 designs, the offering moves between restrained pieces and bolder expressions, allowing for different interpretations of personal style. The range is broad, but its individual collections give the label distinct points of entry rather than relying on a single visual language.
HEIR explores designs intended to bring character to everyday dressing, while the Hip Hop collection takes a more unconventional approach, with playful, bolder pieces. The Diwali collection looks to the four suits of a deck of cards, Hearts, Diamonds, Clubs and Spades, drawing on familiar symbols to create a festive interpretation that moves away from more conventional celebratory motifs. Each collection offers a different expression, from relatively understated jewellery to pieces designed to make their presence felt.
Personalization extends the proposition beyond the ready-made collection. UNTAME offers custom jewellery with a stated turnaround time of four to six weeks, alongside designs available for immediate purchase. The service gives customers the option of pursuing a piece tailored to their preferences, while the existing collections provide a starting point for those who prefer to choose and style jewellery themselves.
Website: https://untame.in/
