It all started in Jaipur in 2015 when ad exec Sarah Parham was invited to design a ring by a local jewellery company in Jaipur as a thank you and as a memento of her travels in India. They agreed and it led to a one-off eye-catching piece that caught the attention of friends back home in the UK – and sparked a business idea. SVP was born.
The selling point? Each comes with an adjustable band, meaning that SVP rings are perfect for gifts as they’re guaranteed to fit every finger. Seeing a gap in the market for high-quality, adjustable jewellery, Sarah’s brand has caught the attention of Instagram influencers all over the world.
“India is my second home,” says Sarah. “I split my time between Mumbai, Jaipur and the UK. The sights, sounds, colours and architecture in India are a constant source of inspiration for my brand. Working with our amazingly talented craftspeople in Jaipur and setting up a transparent company has been part of the key to our success.”
Still rooted in the vibrant colours and stones of India, the SVP brand is now stocked in leading fashion boutiques in the UK, including hip East London boutique The Mercantile and The Dressing Room in St Albans, plus Relume in Tokyo, and over 20 other contemporary jewellers and fashion boutiques – as well as being available to buy online.
Rather appropriately for the start of festival season, the new SVP collection is inspired by songs from Blondie, David Bowie and the Prodigy. Stones include eye-popping blue quartz, striped black agate and smoky quartz stones in unique designs that are made to be stacked on top of each other for a rock ‘n’ roll vibe. Rings are available in recycled 18K Gold Vermeil and Sterling Silver.
“Our aim is to keep changing and developing new designs with 10 collections launching in 2019 and many more for 2020.” says Sarah. “We like to keep our customer and retailers excited. People like to collect our rings to create exciting different combinations so newness is key. With over 300 options available there is something for everyone.”
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