Brands
“Anayah Jewellery acknowledges the importance of self-expression and cultural relevance”: Anayah Jewellery’s Nilofer Jaques
Mumbai: Jewellery, in today’s times, is not just a matter of status, class and pride but also a reflection of one’s personality.
Anayah Jewellery, a contemporary and celebratory brand, masterfully weaves timeless costume jewels that effortlessly reflect your unique personality. Drawing inspiration from India’s rich heritage, each handcrafted piece exudes opulence for the modern woman. Embracing femininity with freedom, Anayah empowers women in their diverse roles. Renowned for its bespoke options, brides and women can infuse their personal touch, forging a special connection. With a delightful array of colors, Anayah’s collection suits extravagant, traditional, or playful moods. Celebrities, influencers, and bloggers worldwide, from India to the UK, UAE, and USA, are enchanted by its unparalleled allure.
In an email interaction with Indiantelevision.com, Anayah Jewellery founder Nilofer Jaques chats about the brand’s evolution, its USP, embracing the concept of men’s jewellery, the international market, and more.
Jaques, a former investment banker with a stellar track record of success, showcases her passion for jewellery through her brainchild, Anayah Jewellery. Inspired by her father’s inspirational journey, she embarked on a path that blended her early fascination with the allure of jewellery, inherited from her mother’s adornments, with her own ascent into the world of high finance and fashion. Jaques’ perfectionist nature and unwavering commitment to her craft shine through Anayah’s exquisite creations, artfully combining timeless femininity with a contemporary touch, capturing the essence of every era. Her designs elegantly convey unspoken statements, allowing women to make a captivating entrance without uttering a single word.
Edited excerpts:
On the journey of Anayah, and its evolution story
My journey in the business world, ignited by a passion for fashion and creativity, began with a fashion design diploma. Equipped with skills, Anayah emerged as I designed my own engagement ring, sparking a passion for unique jewellery. Positive feedback from designing for friends fuelled my pursuit while working at a bank. Planning my wedding highlighted a gap in affordable South Asian bridal jewellery in the UK. Anayah was born, offering stylish, affordable jewellery that blends tradition with contemporary flair, meeting the needs of modern brides. This leap turned my passion into a thriving business.
On the brand’s USP
Anayah distinguishes itself with its emphasis on quality, limited quantity designs for a unique touch, a deep connection to its cultural roots and a customer-centric approach that puts clients first. This commitment to uniqueness, quality, and customer satisfaction sets us apart in the Indian and international jewellery market.
On the target group that that brand caters to, in India and abroad
In India and abroad, Anayah targets a diverse audience of modern, fashion-conscious individuals inclined towards cultural celebrations and events. Psychographically, they value unique, stylish jewellery that reflects their personal tastes, appreciate craftsmanship, and seek products with a blend of tradition and contemporary design. This audience embraces individuality and is socially conscious, valuing brands that prioritize quality and sustainability.
On Anayah’s journey from online to offline in India, the UK and other countries
Anayah transitioned from online success to establishing a presence offline in key markets like India and the UK. By engaging with customers through multi designer stores and pop-up events, the brand has expanded its reach and provided a tactile experience.
On the robust target markets for Anayah in India and abroad
In India, Anayah aims to capture the strong target markets of metropolitan cities. Internationally, the brand seeks to thrive in countries with a significant South Asian diaspora. Regions that offer a substantial market of individuals who value cultural traditions while embracing contemporary trends, aligning well with Anayah’s unique and stylish jewellery offerings.
On retail expansion
Anayah envisions a multi-faceted retail approach, including a combination of online platforms, standalone boutiques, and participation in curated marketplaces. This strategy aims to cater to various customer preferences.
On the advertising and marketing strategy for the brand in the Indian market and internationally too
Anayah employs a holistic marketing strategy that encompasses digital platforms, social media, influencer collaborations, and storytelling to resonate with its audience. This approach is tailored for both the Indian market and international audiences.
On identifying the need for grooming men through its masterpieces of men’s collection
Anayah Jewellery identifies the demand for grooming men by observing evolving fashion trends, societal shifts, and increased interest in accessories. Through market research and customer feedback, the brand recognizes the desire for stylish, individualized pieces. The men’s collection is curated with contemporary designs and high-quality materials to align with modern men’s preferences. Anayah Jewellery acknowledges the importance of self-expression and cultural relevance, offering accessories that enhance men’s grooming routines and reflect their unique style.
On India and other countries embracing the concept of men’s jewellery
India and other countries are increasingly embracing the concept of men’s jewellery as a reflection of evolving fashion attitudes. In India, where traditional jewellery has deep cultural significance, there’s a growing acceptance of contemporary pieces that blend tradition with modernity. Internationally, countries with diverse fashion scenes are seeing a rise in men incorporating accessories to express personal style, reflecting a broader shift toward gender-neutral fashion. This trend underscores a cultural shift toward individuality and self-expression, allowing men to embrace jewellery as a key component of their overall fashion choices.
On Anayah embarking on the celebrity and influencer journey in India and internationally
Anayah is strategically aligning with celebrities and influencers to amplify its brand presence. Such endorsements provide a wider reach and lend credibility, helping the brand establish a strong foothold.
On the Indian jewellery market being different from or similar to the international jewellery market
The Indian jewellery market holds rich cultural significance, often prioritizing traditional designs. Internationally, trends lean toward modern aesthetics and a greater emphasis on individualism, yet both markets share a growing appreciation for unique craftsmanship.
On the upcoming trends and innovations expected to disrupt the Indian and international jewellery market
Coloured stones are a big trend this season, especially emeralds, which I think are here to stay. Also, pearls have become a popular choice among fashion-conscious individuals. They are versatile, sophisticated and can instantly elevate your look.
In terms of innovations, Augmented Reality (AR) Shopping: Integration of AR in online shopping, allows customers to virtually try on jewellery and visualise how pieces would look before purchasing, enhancing the digital shopping experience.
On your vision and way forward for Anayah
Anayah’s vision is to become a global symbol of cultural heritage and contemporary elegance. The brand aims to continuously innovate, expand its international footprint, and create jewellery that resonates with diverse audiences.
Brands
Microsoft faces worst quarter since 2008 financial crisis
Cloud giant battles soaring AI costs and fierce competition from nimble startups.
MUMBAI: When the tech titan starts looking a little wobbly, even the Magnificent Seven can feel the tremors because Microsoft is currently starring in its own sequel, “Clouds and Doubts.” Microsoft is on track for its worst quarterly performance since the 2008 global financial crisis, according to Bloomberg, as investors grow increasingly uneasy about rising capital expenditure and intensifying competition from nimble AI firms. The company has been pouring money into AI infrastructure, yet markets are questioning when these hefty investments will finally deliver stronger revenue growth.
At the same time, investors are shifting away from traditional software stocks amid fears that AI startups such as Anthropic and OpenAI are developing autonomous agents capable of replacing established products, including those from Microsoft. Jonathan Cofsky, portfolio manager at Janus Henderson Investors, noted growing concern that customers may bypass Microsoft and deal directly with AI vendors, potentially disrupting its core business and putting pressure on pricing and margins.
Microsoft’s stock has tumbled 25 per cent in the first quarter, putting it on course for its largest drop since a 27 per cent fall in the fourth quarter of 2008. It has also emerged as the weakest performer among the so-called Magnificent Seven technology stocks, while a broader index tracking the group has fallen 14 per cent over the same period. The shares slipped a further 1.7 per cent after markets opened on Friday, marking a potential fourth consecutive session of declines.
Cofsky pointed out that Microsoft has become more capital intensive and that improved investor confidence will hinge on assurances that software growth will not slow materially. Despite the sell-off, the stock is now trading at less than 20 times projected earnings over the next 12 months, its lowest valuation level since June 2016. Its valuation remains slightly above that of the S&P 500 Index, although it has recently traded at a discount to the broader benchmark for the first time since 2015.
Bloomberg data shows Microsoft’s capital expenditure, including leases, is expected to surge to $146 billion in fiscal 2026, up around 66 per cent from $88 billion in fiscal 2025. Spending is projected to climb further to $170 billion in fiscal 2027 and $191 billion in fiscal 2028, based on average estimates. Investors are growing cautious about such levels of spending without clearer signs of stronger growth.
Microsoft’s Azure cloud division has reported a slight slowdown in growth compared with the previous quarter, while its Copilot AI product has seen limited user traction, prompting internal changes aimed at improving performance. Ben Reitzes, an analyst at Melius Research, warned in a March note that Microsoft’s upside in Azure could be constrained as the company works to address challenges related to its AI models and Copilot offering, adding that these issues are unlikely to be resolved in the short term.
Of the 67 analysts covering Microsoft, 63 maintain buy ratings, three hold ratings and one a sell rating. The average 12-month price target of $592 implies a potential upside of more than 64 per cent, the highest on record based on data going back to 2009. The stock is also trading below its 200-day moving average by the widest margin since 2009.
Reitzes suggested the dominance of buy ratings may indicate complacency among analysts, while highlighting risks in Microsoft’s productivity and business processes segment as well as its More Personal Computing division. In contrast, Tal Liani of Bank of America reinstated coverage with a buy rating, citing durable multi-year growth prospects across cloud and AI. Jake Seltz, portfolio manager at Allspring Global Investments, maintained that Microsoft retains strong long-term value and that its AI strategy is likely to be validated over time, viewing near-term concerns as a potential opportunity for longer-term investors.
The report highlights a growing divergence in market sentiment, with optimism around long-term AI potential weighed against immediate execution risks and investor uncertainty. In the world of big tech, even the mightiest clouds can have silver linings but right now, Microsoft’s investors are scanning the horizon for clearer skies.
