The Lakme Fashion Week (LFW) 2022 just concluded and everybody who participated is still reeling under its hangover.
This year, the fashion was edgy and challenged all the traditional concepts on the ramp. However, the most significant deviation, perhaps, was the presence of eco-friendly jewelry brand, Rejuvenate, and its vivacious owner Sushma Mehta Shah.
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This year, Rejuvenate completes a decade of catering to the discerning customers and Sushma brought together the essence of those 10 long years of hard work, ideation, and collections into one grand collection. This assortment boasts of ornaments that are sustainable, eco-friendly, recycled & gorgeous and visitors flocked to the Rejuvenate stall at the LFW 2022 to check out the jewelry.
While the ramp was set on fire at the Fashion Week, everybody was also talking about the beautiful earrings, necklaces, bracelets, etc showcased by Rejuvenate. But more than that, those who visited the stall were impressed with the amazing consciousness with which Sushma had designed the pieces. The environment-friendly method behind production of the jewelry is what caught everyone’s eye. The onlookers were keen to know more about how was it possible to create such beautiful artistic ornaments from recycled raw materials like industrial waste, wood, keys, coins, jute cloth, etc.
Sushma is the lead designer of Rejuvenate besides being its Founder & CEO. Since the launch of her brand 10 years ago, Sushma has continued to think “out-of-the-box” and “exclusive” when it comes to artistic jewelry and craftsmanship. Often hailed as a responsible corporate citizen, Sushma continues to be committed to minimizing her business’ impact on environment and the planet. The same got reflected as a lasting impact at the LFW 2022.
Talking about the elated atmosphere at the event and the response that her brand generated there, Sushma says, “At Rejuvenate, we believe that fine craftsmanship begins with responsible business ethics like sourcing high-quality raw materials and creating final piece meticulously.”
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