With a family legacy that dates back over 50 years, designer and gemologist Milan Chokshi launched Moksh – Fine Unseen Jewels in 2005. He wanted to create jewelry that was both classic and contemporary, with roots in tradition and yet created with a 21st century woman in mind. His craftsmen employ complicated fetes of construction in the creation of his designs and yet, their bold elegance appears effortless. As further evidence that he’s on track with his original vision of catering to contemporary women, several Indian celebrities have been seen wearing Moksh jewelry, including Gauri Khan, Freida Pinto, Nimrat Kaur and Kareena Kapoor Khan. We are delighted to welcome Milan and the rest of the Moksh team to COUTURE for the first time! Shine on you crazy diamond!
COUTURE: This is your first time exhibiting at COUTURE, tell us a few things you want everyone to know about your jewelry and your brand.
Milan Chokshi: Moksh is built upon a family legacy of 50 years in the business of gems and jewellery and is celebrated for its exquisite designs and flawless craftsmanship. Keen attention to detail and quality take center stage at Moksh. Thus, both the designer and the craftsman innovate to create jewellery that pays homage to the classics, but in a modern way.
Our designs include elements like brilliantly-coloured faceted gems, delectable natural pearls with sheen of satin, and diamonds cut to their brilliant form. We have experimented with various techniques in order to enhance the look of our jewels. One of our techniques include weaving of fine Japanese keshi pearls, popular among our clients as Collection- Taantvi.
We are a vertically integrated business. Being based in India, we are close to the source giving us access to the finest raw materials that allow us to deliver unique combinations at very low costs, thus bringing exceptional value to the retailer.
COUTURE: Why have you chosen to exhibit at COUTURE?
MC: COUTURE gives us the much needed stage to showcase our collections as it houses top brands from around the world. It serves as the perfect place for an emerging brand such as us, giving us access to the best retailers in North America and helping us expand the business and explore opportunities by networking with the right clientele, as COUTURE has been the most preferred destination for world’s most recognized luxury consumer in the west.
COUTURE: As a first time exhibitor, what are you most nervous about?
MC: More than being nervous, we are excited to experience a whole new demographic and showcase our jewels to this section of the world.
COUTURE: What are you most excited about?
MC: We are thrilled to be showcasing our jewels on one of the most influential platform of the world. We hope to meet retailers who are seeking something fresh and unique and can collaborate with us to grow the business in their region.
COUTURE: What single piece of jewelry or what collection are you most excited to present during your COUTURE debut?
MC: In the limelight is one of our most popular collections, Taantvi.
Derived from a Sanskrit word meaning ‘weave’, the collection TAANTVI is crafted using a delicate and intricate technique of weaving small Japanese keshi pearls to produce a mesh-like effect. Keshi pearls are minuscule in size and the technique of weaving them into a mesh like effect is extremely difficult to master and apply on individual designs. Keshi aren’t found in large quantities and are an extremely rare form of pearl, hence procuring them in the right color and size is very difficult. Hence there are very limited players in the world who can offer efficiently crafted products in keshi pearls. Moksh has been a pioneer in the art of creating jewellery using keshi pearls since 2006.
Each piece is crafted over months, with a lot of attention paid to precision and detail. The use of different mediums and textures is often incorporated in designs to make each piece distinct and stylish.
COUTURE: Have you given any thought to your Vegas “uniform” yet? What are you packing?
MC: A well tailored white shirt paired with elegant jeans and a crisp jacket has been our attire for all exhibitions.
COUTURE: If a theme song could play as you entered the Wynn for COUTURE for the first time, what would it be?
MC: “Shine on you Crazy Diamond” by Pink Floyd would be our pick.
COUTURE: Whose collection, other than your own, are you most excited to see at COUTURE?
MC: We are looking forward to the creations of Arunashi fine jewelry at the show. The unique combination of gemstones blended with exquisite craftsmanship in their jewels is a treat for the eyes.