From his tenure at McKinsey to his transformative role at Swarovski and the launch of Aulerth in 2021, Vivek Ramabhadran’s journey has been defined by innovation and a steadfast commitment to sustainability.

After inaugurating the first store in Delhi and then in Bangalore, Vivek is all set to open the biggest store of Aulerth in Hyderabad, all within 3 months. For him, the mission is clear: to transform the jewellery industry and promote mindful consumption.

Founded in 2021, Aulerth is India’s first multi-designer house of jewellery that’s couture-inspired and consciously made. It creates high-fashion, consciously engineered jewellery in partnership with leading couturiers of the country like Suneet Varma, JJ Valaya, Shivan & Narresh, and Tribe Amrapali.

“Over the years, I ended up collecting a lot of information and insights on both, the emerging fashion landscape in the country and jewellery”, says Vivek, “India has a very rich legacy in jewellery, but it hasn’t evolved to meet modern needs. People now want jewellery to be a statement of self-expression and convenience rather than a traditional experience. Adorning ourselves is very innate to us, and we’ve done it for thousands of years using shells, flowers, twigs, and all that. I believe it’s time for a significant change in India’s jewellery industry.”

What motivated you to focus on sustainability in the jewellery industry?

I am deeply involved in the food industry and have become an avid follower of the plant-based meat sector, which is gaining recognition for its ethical and environmental benefits. While the acknowledgement of the cruelty in meat consumption is a significant driver of change, the growing awareness of its environmental impact is pushing us towards a pivotal shift in mindset. Given my background in this field and India’s significant contribution to global environmental concerns, I believe it makes sense to begin with jewellery.

Our approach is about making sustainability accessible and convenient. We aim to combat the lack of awareness and the perception that sustainability is challenging by offering simple ways to make eco-friendly choices. We promote responsible usage. For instance, if you anticipate wearing an item only a few times, we offer a “wear and return” option for a two-week loan. If you anticipate wearing it frequently, you can purchase it. If an item sees limited use, we encourage customers to return it, receiving 50% of their spending as credit towards another purchase. Our mission is to illustrate the balance between minimalism and maximalism, advocating for mindful materialism as we work to shift perceptions and practices away from traditional, unsustainable materials.

So, what would you say your first love is? The environment or jewellery?

I think the first love is the opportunity to help inspire change. I find immense energy in the belief that people inherently want to do good; they just need the right avenues. Our clientele varies – not all are eco-conscious; many are drawn to our designs, trustworthiness, and top-notch product quality. We collaborate with the finest artisans and designers to provide authenticity. Our commitment is to make sustainability effortless while indulging in beautiful things.

Furthermore, we offer a unique approach, allowing customers to direct a percentage of their purchase towards a cause they care about, be it animal welfare, tree planting, or supporting underprivileged communities. With support, investment, and a dedicated team, we’ve made strides since our launch, earning the privilege and responsibility to continue our mission. And we are in the news globally as well, which is very interesting. Some interesting partnerships are in the early stages.

What are some of the challenges you face when creating the product and marketing it?

As a young business, every day brings its challenges. Initially, setting up the backend networks, processes, materials, and quality standards was a significant hurdle, but that’s now in place. Our ongoing challenge is continuous innovation and research to enhance material quality, including exploring new recycling mediums. Another challenge is becoming more physically visible since online presence alone has limitations. To address this, we’re in expansion mode, both through our outlets and third-party distribution, as premium and high-end distribution in India is limited and being physically accessible is crucial.