The Fine Jewellery Firm Etiq Has Inaugurated A Boutique in Tribeca

Situated on the serene North Moore Street, the area resembles an intimate salon dedicated to meaningful artefacts.

Etiq

Inside, antique rugs, intricately carved wooden elements, and gently illuminated vitrines establish a cosy, welcoming ambiance, with the jewellery showcased as miniature masterpieces.

Much of Etiq's design aesthetic is derived from Shah's formative travels to India. Instead than relying on explicit allusions, the company draws inspiration from commonplace things and architectural structures, transforming them into sophisticated, wearable items. An antiquated padlock transforms into a removable pendant. A jharokha arch reemerges in sculpted gold. Every design embodies a historical essence while still exuding a decidedly contemporary character.

This equilibrium is strongly linked to Shah's own narrative. His diverse cultural heritage influences the brand's viewpoint and its focus on individualism. “Authentic creativity resides at the intersections,” asserts Shah. “My diverse heritage motivates me to create jewellery that honours individuality — pieces that serve as a reminder of the unparalleled strength in embracing one's identity.” This attitude permeates the collections, not merely as a concept, but as an experience that is embodied and expressed.

Etiq fundamentally revolves around the concept of the memento. Each item is meticulously created in 18k gold, adorned with rare gemstones, and hand-finished in New York. The designs are intended to evolve alongside the wearer rather than conforming to trends. With the passage of time, they evolve into personal signifiers of memory, identity, and experience.

Etiq

Etiq's offerings encompass both unique innovations and everyday essentials. Pièce Unique signifies the brand's exclusive creations, with each item crafted around a solitary stone and never replicated. Influenced by the tenets of Indian Modernism, the design adheres to the gemstone's inherent shape and qualities. In contrast, the Core Collection emphasises adaptability, providing sophisticated essentials designed for stacking, layering, and enduring use over time.

With its Tribeca inauguration, Etiq secures a permanent establishment that resonates with its principles. The boutique is anchored in its environment while being faithful to the brand's intrinsic identity. It encapsulates Etiq's core principles: respecting heritage, adopting contemporary aesthetics, and crafting jewellery that is purposeful, personal, and created for longevity beyond fleeting trends.