Dubai: Designs by a millennial for a millennial – that’s how Priyanka Bijlani, a Dubai-based 21-year-old, describes Bijli, a new line of jewellery she has launched at Al Mahaba Jewellery LLC.
The American national of Indian descent, who has an impressive background in human rights and international management, is also a young entrepreneur espousing the ‘Made in Dubai’ cause and its underlying spirit of giving.
Bijlani said, “Growing up in Dubai, which is known as the city of gold, I’ve witnessed the Deira Gold Souq, a cultural landmark of the UAE, evolve. But I felt there was a gap in the market for millennials. With prices of traditional gold jewellery becoming very expensive, most youngsters now wear costume jewellery. So I wanted to restore the appeal of pure gold and diamond jewellery in this segment by creating new designs at affordable prices (starting from Dh500).”
E-commerce
Bijlani said her nascent business is in keeping with the times in other ways too.
“As we are rapidly drawing away from brick and mortar stores, I wanted to bring the Gold Souq experience to fellow millennials in a way they could access it, through e-commerce. Dubai is doing much with Dubai Design District (d3) to foster entrepreneurship and out-of-the-box thinking among youth,” she said.
Bijlani, who designs and produces her jewellery in the heart of the Gold Souq, said she uses 18k gold, diamonds and freshwater pearls to make bracelets, pendants and rings.
Promising future
She said, “The name Bijli stems from my last name Bijlani which signifies lightning and power. I’ve designed pieces with symbols like the Hamsa, an amulet of protection and a lightning bolt which symbolises power, persistence and determination. Similarly, another collection - ‘To the Moon and Back’ - signifies the achievement of the impossible. Moons and the use of precious pearls and sapphires all merge to illustrate our promising future.”
Year of Giving
The Bijli line of jewellery also supports a charity. Bijlani, who has a master’s degree in development management from London School of Economics, said, “My background working with international organisations made me think about forming a business to incorporate the idea of ‘giftivism’ and what better time to take this forward than in 2017, the ‘Year of Giving’ in the UAE?”
She said she has chosen Gulf For Good as her charity of choice.
Anne Edmondson, charity governor, Gulf For Good, said, “We are very grateful for Bijlani’s support.”
