Established in 2004, Dagmar Jewellery was launched with a focussed approach to creating an exclusive line of jewellery, designed for a sophisticated and elegant modern bride. The brand was launched by its chief designer and jewellery connoisseur Pavan Anand and its phenomenal growth has made his name familiar in global jewellery markets.

Bringing the brand to Canada is Sushma Kilachand, an established couture designer who brings her own artistic sensibilities to designing jewellery that is both artistic and stylish. The collaboration between jewellery and fashion is a glorious celebration, if done right, and the Dagmar label bears proof of such a successful partnership.

Often considered years ahead of its competition, it comes as no surprise that the brand now has a loyal clientele who swear by its contemporary yet unmistakable signature style. Retailing at exclusive locations around the world such as New York, San Francisco, Toronto, Caracas, Dhaka, Vancouver, Paris, London, Hong Kong, and in the Middle East, this uber chic jewellery label has come a long way in creating a reputation that is built on aesthetic design, exquisite style and an unwavering goal of meeting the expectations of fashion-conscious women.

Think exotic…

With an emphasis on creating stylistic pieces that are unique, the brand draws its inspiration from Persian, European and Egyptian artistic influences. Blending elements of style from all around the world to fit South Asian sensibilities, the final pieces of jewellery that you see at the store are simply exotic. And “exotic” must mean that the price tag attached is pretty hefty, right? Wrong! Sushma Kilachand, North American representative for Dagmar jewellery puts all fears of exorbitant pricing to rest by saying, Our endeavour as a brand is to create beautiful pieces of jewellery that are accessible and affordable to a wider audience. Hence, our selection of materials ensures impeccable styling and quality – with a firm focus on creating jewellery that is budget-friendly.”

A helping hand…

Every bride needs a helping hand when it comes to choosing their wedding ensembles. Does your embroidered lehenga need yellow gold jewellery or is it better to go with a bronze-hued metal? Should you wear chandelier earrings if you’re wearing a big, bold piece around your neck? Should you buy yellow gold that will place you right into the classic bridal mode or should you go with a sleek, modern white gold design? Phew! There are many decisions to be made and no one said it would be easy but Dagmar is here to provide expert advice. Says Kilachand, “When I am putting together trousseau jewellery, one the most important things that I strictly adhere to that the bride-to-be is comfortable with the design and style. It’s imperative that the jewellery for all events does not look overdone. It must accentuate her beauty and garments and not simply be an opportunity to display the family’s wealth! Elegance and subtlety go a long way, especially for a bride.” Touché!

Style… that doesn’t break the bank!

“Dagmar Jewellery is crafted using semi-precious metals and gemstones. The pieces we create are impeccably styled and crafted and yet they are superbly affordable. Gone are the days when brides wanted just gold and diamonds for their trousseaus. Today it’s about the look as well value for money. You can get a range of gorgeous pieces at incredible prices. Our Bridal selection starts from just over CAD 100 onwards to about CAD 500,” shares Pavan Anand.

The secret to buying bridal jewellery…

When it comes to buying jewellery for the bride, it often turns into a family affair. And Dagmar sales associates are well aware of the sensitivities involved. To all the parents, siblings and extended family who might take a keen interest in the bride’s selection, here’s a message for you: “Select jewellery that complements the bride and the occasion – not the rest of the bridal party! It’s her day, let her enjoy it.” And here’s another very important, yet often misunderstood rule – not everything a bride wears has to be matched to perfection. “Choose jewellery that work with the garment as a complete ensemble. It is NOT essential for everything to match but all elements should work in harmony with the garments.” And the final word: “Go easy on the bling. Understated, subtle jewellery brings out a bride’s true beauty.”

Talking trends…

Although the brand is clearly a trend setter, the focus is still on delivering to the requirements of the client. No ugly surprises here and they definitely don’t recommend following trends blindly. Catering to the bridal niche is something the brand takes very seriously. “Designing bridal jewellery is a big responsibility and something we don’t take lightly. I think one of the most important things for us is to create designs that are timeless and ethereal. A bride has to feel her best on the most important day of her life,” shares Pavan Anand.

Having said that, if you’ve done your research and want to go the popular route, there’s plenty of choice at hand. According to their retail experience, bridal trends for 2009 include designs that incorporate emeralds, rubies and pearls. Tourmalines are fast gaining popularity, He adds.

The must-haves…

With years of experience holding her in good stead, Kilachand offers some suggestions on what are the essentials for every bride. “For less formal occasions, you can choose elaborate earrings, rings or cuffs which look terrific. For formal events, we recommend small earrings and a large dramatic necklace.” The brand itself is known for its gorgeous range of chandelier earrings and cuffs. Looking for elaborate, extravagant pieces? Then, this is just the store for you.

Satisfaction guaranteed…

Customer service is an essential part of the brand’s identity. At every step of the way, you can be sure that associates at the store will be by your side as you navigate tricky and sometimes, frustrating situations. Sheer experience is evident as Kilachand says, “Jewellery is a very personal purchase. Most women enjoy space when making that decision. So it’s absolutely essential that you first give them a chance to get a feel of what’s available. Once they have understood the selection, we step on board with our suggestions and assistance.”

All jewellery from Dagmar is available with a lifetime warranty. So those unexpected accidents or broken clasps can be taken care of by in-house experts, with minimal fuss. Known for their after-sale service, the brand stands behind the quality provided and offers its clientele assistance for any problems they may face.