Few names resonate with the elegance and innovation of Poonam Soni in the dazzling world of luxury jewellery. Founder and CEO of her eponymous brand, Soni has crafted a niche in the industry with her artistic flair and unyielding dedication to beauty. Her journey, rooted in a rich familial tradition and driven by an intrinsic passion for aesthetics, has been nothing short of inspiring. Today, we delve into an exclusive interview with Poonam Soni, exploring her favourite pieces, personal style, and the trends she loves.

Interviewer: Tell us about your journey. What drew you towards the world of gems and jewellery?

Poonam Soni: My journey into the world of gems and jewellery is as unique as my designs. Influenced by the impeccable style sense of my mother and grandmother, I developed a keen eye for aesthetics early on. I think it goes a long way to be well turned out; it does not have to be a lot, but just right with your unique style. Married at 18 and newly settled in Mumbai, I began creating jewellery for myself. The demand from family and friends for my pieces soon revealed my true calling. Perfection played an important role in my life, and this drive towards aesthetics, beauty, and living a good life became a fresh impetus for wanting more.

Interviewer: How did you transition from creating personal pieces to starting your own brand?

Poonam Soni: I started making jewellery from home with an amount of 3 lakh rupees, but the wave of success was so fast because the product and concept were unique that I upgraded to a store within a short period. This transition marked the beginning of my path-blazing career in the gem and jewellery industry.

Interviewer: What does creativity mean to you?

Poonam Soni: For me, creativity is synonymous with originality and passion. Creativity has to be path-breaking…something that creates history. Creativity, for me, is something that comes from the head, mind, emotions, love, and feelings… you have to be madly in love to create. My disdain for replicated designs led me to strive for uniqueness in every piece, ensuring they are not only beautiful but also imbued with a sense of individuality.

Interviewer: You work with various materials to create your pieces of art. How do you inspire yourself?

Poonam Soni: My inspiration stems from my desire to challenge norms and break boundaries. I started using unconventional, unusual gemstones that are generally not used in fine jewellery. My use of vibrant colours and diverse materials like rhodolites, malachites, and even seashells and leather sets me apart in a traditional industry. My travels to places like Hong Kong to find perfectly cut gemstones further fuel my creative process. I am hardworking, I want to break boundaries. I had a vision, and it was not easy. It has been a journey of 32 years, and there is more to come.

Interviewer: What is the most fascinating material you have worked with?

Poonam Soni: Among my many creations, my favourite is my collection of jewelled wearable art made from miniature canvases. This innovative approach, which involved collaborating with artists like Laxman Shreshta and Nawaz Modi Singhania, resulted in stunning pieces that blend fine art with exquisite jewellery design. That collection was launched at the Jardin D Acclimation at the opening of the Incredible India show, along with Dior in Paris.

Interviewer: How has your practice evolved over the years?

Poonam Soni: My evolution as a designer has been marked by a shift from passionate experimentation to creating timeless pieces. Today, I create pieces that have a timeless character. My intuitive sense of trends and deep connection with my clients have kept my designs relevant and beloved. I know what is going to be in demand; I just feel it. And I turn my intuition into art pieces.

Interviewer: What makes jewellery luxurious where jewellery is already considered a luxurious commodity?

Poonam Soni: True luxury transcends monetary value. The craftsmanship of the jewellery, as well as the experience of the purchase, the price, the ambience… everything combined makes it a luxurious experience. In my eyes, the timeless quality, unique design, and emotional resonance of a piece define luxury.

Interviewer: What is Poonam Soni planning next?

Poonam Soni: Always innovating, my latest venture, Metamorphosis, reinvents locker jewels into new creations without melting them. This concept retains the emotional value of the pieces while offering fresh designs. Additionally, my collection ‘Animal Farm’, inspired by George Orwell, features quirky, luxurious animal pendants and has been a runaway success. I am in love with my work and the jewels I create.

Interviewer: Thank you, Poonam. Your journey from a young bride creating personal pieces to a celebrated designer with a global brand is truly inspiring.

Poonam Soni: Thank you. It has been a journey of passion, innovation, and an unyielding drive to break boundaries, making this path incredibly rewarding.