All the buzz had already started, but the nuptials of the year turned that chatter into a crescendo. “I realised I had created something truly unique at the Ambani wedding when my Bag Bijoux diamond charms went viral overnight,” jeweller Ashna Mehta recalls delightedly about the furore around a new style statement that she had conjured up; bejewelled brooches made specifically to adorn Hermès handbags. “I woke up to a flood of articles about them as the new trend, along with requests for interviews about my contribution to a new category of jewellery, which was crazy.”

She comes from a family intrinsically entwined with the diamond and jewellery industry, so perhaps it was inevitable that the Dubai-based Indian native would veer into that world too. Th is wasn’t even Ashna’s first brush with fame, as a Barbie necklace from her eponymous AM line was already sported by Nicki Minaj in 2022. But the vivacious jetsetter, whose mother also helms her own Payal New York range, insists that life could have taken a very different course.

“It wasn’t intentional. I began designing jewellery at 18, assisting my mum with her sketches. Then I started creating pieces for myself, and soon friends and family wanted to buy my creations. It snowballed from there. I never planned on becoming a jeweller; it just happened, and I eventually committed to pursuing it full-time.”

Given how crowded the market is, what sets her creations apart from the rest? “I would say innovation and quality. I create out-of-the-box statement pieces, and the quality of materials I use is exceptional, featuring the finest diamonds and coloured gemstones. My approach is all about blending luxury with an element of surprise, which allows my pieces to stand out in crowded markets and resonates with those who appreciate unique ideas.”

Although having famous families and celebrities endorse the brand gives Ashna a thrill, she tells us that “my proudest moment was when one of my designs was showcased at the American Museum of Natural History. I would love for more institutions and museums to feature my work.”

Even though she is perpetually travelling – while discussing this shoot she crossed several time zones, messaging from the main fashion weeks in New York and Milan, stopping in the UAE then heading onto India – home for the past six years has been in Emirates Hills alongside her parents, sister Aria, and “four-legged sister,” Truffle the dog.

The moment you step into her sprawling walk-in wardrobe, an undeniably feminine, pink-hued space specially designed by her mother along with a team of designers, you see her love for fashion.

“I wouldn’t change a thing. I’m really happy with it as it is,” she says, looking at a non-negotiable feature: a showstopping jewellery cabinet that showcases her work. “I have a soft spot for a small, limited-edition replica of Marie Antoinette’s jewellery cabinet from the Musée de Versailles originally crafted in the late 18th century. It symbolises the rich history and craftsmanship that fuels my creativity. It’s a reminder of the timeless elegance and opulence that inspires my designs.”

Looking at the items that fill her closets it is immediately clear which designers she gravitates towards. “I love Chanel, Hermès, and Payal New York Jewellery,” she confirms. When pressed as to whether there are any sentimental looks she can show us, she jokes, “I try not to get too attached to my clothes since my sister keeps stealing my outfits. I usually give her whatever she wants. However there is one item I refuse to lend her: a cashmere sweater my grandfather bought me.

Ashna can’t remember the first big-ticket purchase she indulged in, “I can’t recall the exact item, but I probably eventually got it,” but counts her sibling as her style inspiration. “She looks great and put-together every day,” she tells us, “I raid my sister’s closet all the time!” She also admires “Rihanna, for her bold and unexpected style.” Her preferences are constantly changing, so she hesitates when asked about red lines; “I don’t like to say ‘never’ because fashion is always evolving.” Case in point, “Leopard print. I love it now.”

Online shopping is her weakness, with wish-lists at “Threads, Ounass, Moda Operandi, Net-a-Porter, and Matches. It’s so convenient not having to go anywhere! When I feel like getting out, I visit Mall of the Emirates in Dubai.” Given the rails on display, it’s a surprise when she reveals, “I wasn’t really into fashion until I moved to Dubai. I used to dress simply, and I still do, despite how the images from this shoot may appear. I used to feel guilty about spending money on clothes, but moving to Dubai soon helped me overcome that guilt! I still prefer to wear black on a daily basis, but for events, I love showcasing bold colours and matching gemstone hues.”

Overcoming her hesitancy at splurging probably helped start her most famous purchasing spree. “I collect Hermès bags, which was initiated by my parents. It’s great because it’s something my mum, my sister, and I can all enjoy.” An unexpected bonus? “It provided inspiration for my diamond Bag Bijoux Charms, which is my most successful collection.”

And even though she wants to stay rooted in the perpetually glittering field, she’s open to exploring completely different facets of it; “A dream of mine is to create an award-winning film or documentary related to the diamond and jewellery industry.”

Before signing off, we can’t help but ask, what’s next on her shopping list? “Pink diamond parcels – lots of them,” she replies without hesitation. What else would you expect from a girl whose motto for life is “Eat diamonds for breakfast and shine all day”?

Ashna Mehta’s Closet Confidentials

When I want to celebrate, I go to… Flamingo Room by tashas. The atmosphere is lively, and the food is exceptional.

My desert island essentials would be… Sunscreen, jewellery, and a camera to capture the beauty around me.

A book that fundamentally affected me was… Awakening Your Life’s Purpose by Eckhart Tolle. It shifted my perspective on life, and encouraged me to seek deeper meaning and joy in everything I do.

I most admire… My mother, because she embodies a lifelong commitment to learning. She constantly challenges herself to acquire new skills, inspiring those around her to do the same.

Morning person or night owl? My creativity and energy peaks in the afternoon and evening.

My exercise regime is: Dynamic. I go through phases where I work out consistently for a week, followed by stretches where I might not exercise for months. However, I really enjoy long walks and runs when I’m in the groove.

My top holidays are in… Paris. It’s a city that captivates me year-round, especially when shared with friends and family. My favourite hotel there is the Four Seasons George V.

Favourite piece? It changes as I create new designs, but right now, it’s my pink diamond Bag Bijoux charm, which I wear as a necklace and on my black mini Kelly.

Lead image credits: Dress, Dhs5,540, Carolina Herrera.

Photographer: Aasiya Jagadeesh. Stylist: Nour Bou Ezz.

From Harper’s Bazaar Arabia’s December 2024 Issue