The desire to do something good can be the bedrock of a business. Vivek Ramabhadran’s new jewellery label, Aulerth, is trying to be one such idea. The brand uses metals reclaimed from industrial waste as raw material, then pairs it with man-made gemstones sourced from Jaipur and Thailand, getting well-known designers to create collections.
The idea for Aulerth developed over many months last year, beginning life as “something to do with sustainable food and then emerging as an accessories brand with the best Indian designers getting involved”, says Vivek, in an interview at his light-filled office in Gurugram. This is his first entrepreneurial venture, and he was previously associated with Swarovski as vice president for South and Southeast Asia, handling its crystals business across India, the Middle East, and Southeast Asia. Apart from this, he was also the lead on a collaborative project called Confluence, where he roped in designer labels, including the ones named above, to design jewellery featuring Swarovski crystals.
