Priyamanjari Todi  is a young jewellery designer from Kolkata.

My tryst with design started, with working for a graphic designing firm  in Kolkata for a year.A passion  which started as a necessity to create my own choice of fun affordable jewellery , made me take it up as a profession.Having studied jewellery design at  the Singem Institute of Gemology (Kolkata),i launched my bold eclectic collection of  semi precious silver jewellery in 2005 under the brand name ‘ Joolz’. 

The idea was to introduce a chic,dramatic collection of  jewellery with a unique aesthetic for the fun,experimental woman of today.My collections focus on ‘ freedom’  as the new rule in jewellery where a sole accessory makes all the difference  to an outfit. My designs draw inspiration from nature’s brilliance,quirky motifs,mosaics ,diverse cultures or the simple things in life. It is a play on textures, colours, styles and exciting material like wood, bakelite , silk, leather etc handcrafted with silver to create statement pieces.My forte is the use of mystical semi precious stones be it - fiery ambers, cool blue and green turquoise,fluid onyxs,lush quartz ,pristine crystals or milky pearls  entwined with metal and other interesting material to create hip, stylish pieces.There is great effort to give each new collection a fresh look with its almost – baroque composition and uninhibhited use of colour, infusing the pieces with artistry.Thereby ,creating a kaleidoscope of colour , light , shade and sheen  bringing joy – ‘cause thats what jewellery is all about’ .My line refuses to be bracketed as classic or modern and evolves with fashion trends and seasons’.

I have showcased my collection in many prestigious shows across the country. The most recent being the Lakme Fashion Week spring summer 2010 .The collection received immense appraisal from top fashion editors, stylists and international buyers,resulting in important tie ups and collaborations.The jewellery was also picked up by celebrity stylists for Kareena Kapoor and Rani Mukherjee.

The label marks  its presence in almost 20 high street fashion stores across the country.To name a few are 85Lansdowne,Aza,Zoya,Cypress, Amaara, Elahe, Rewania, Amethyst  and Aura.