Laila Singh started her jewellery label Social Butterfly after failing to find pieces that fit her modern aesthetic while traveling the world. As the daughter of Indian business tycoon Vijay Mallya, she sought to break conventions in jewellery design and create fashionable pieces. Her debut at the prestigious Lakme Fashion Week was well-received. Her latest collection "Flight of Fancy" is inspired by peacocks and features unique typography themes. While many designers have done peacock-inspired lines, Singh believes her collection is different through its layered designs and use of exotic metals and colored stones. She continues to explore new designs and materials to surprise customers.

1. I
t all started in 2010, when jewellery
designer Laila Singh travelled the
world to find not a single piece that
appealed to her modern aesthetic
sensibilities.That’swhenshedecided
to start her label, Social Butterfly—a name
suggested by her sister. With an idea to
break conventional standards in jewellery
and create pieces that reflect a strong sense
of fashion, the daughter of Indian business
tycoon, Vijay Mallya, is creating quite a
flutter in the industry. In conversation with
L’Officiel India, the quintessential queen of
soirées tells a tale of travel, trinkets and an
amalgamation of the two.
How challenging was it for you to carve
a niche for yourself in an industry
where there were already big names
to begin with?
When I entered, there was already a lot
of stiff competition, with some designers
already enjoying a strong foothold in the
industry. But I was never apprehensive
because what I had to offer was very
different from what was already available
Like me, my label ‘Social Butterfly’ has an
identity of its own. I strongly believe that it
is the make of the product that appeals to
the clients and my reputation as a jewellery
designer is solely dependent on my designs.
Hence, I put in my best into my designs and
my mother has been a pillar of strength in
my design journey. She is my role model
and has encouraged me to follow my dream
and listen to my heart.
You debuted at the Lakme Fashion Week
Winter/Festive 2014. What was the
experience like?
It was great to make a debut at the Lakme
Fashion Week. The collection I showcased
was very well received. I remember,
initially, I was so nervous because the
whole selection process is so stringent. But,
when I was informed about being selected,
I was ecstatic. I knew that this was only
the beginning of many more to come. I
am grateful to have had the opportunity
to showcase on such a prestigious platform
in India.
What is your latest collection all about?
Which are some of your personal
favourites from the collection?
My latest collection, titled ‘Flight of Fancy’
is inspired by the graceful movement of the
peacock. It offers a new range of earrings,
knuckle rings, ear cuffs, palm cuffs, palm
bracelets and cocktail rings. I have come
up with an interesting typography themed
line with the words ‘Peace’, ‘Love’, ‘Hope’
and ‘Faith’ written in unique Italian and
Roman styles. There is a new addition,
which is a mirror-image palm cuff which
reads ‘Hope’ on one side and ‘Faith’ when
worn on the other side. The collection
has been designed in exotic metals and
precious coloured stones, unlike the
previous collections where I laid more
emphasis on gold. I love the palm cuffs
because I can wear them with just about
anything and for any occasion, and still
create a striking statement.
Considering that many jewellery
designers have done a peacock-inspired
collection, were you anxious about your
collection being called clichéd?
Athough inspired by the peacock, my
collection is very different from regular
fine jewellery. When I spotted the Indian
peacock on my trip to Ranthambhore, I
was fascinated by its gait and the plumage.
It left an indelible impression on my mind
and I knew then, that I had to, somehow,
channel that inspiration into my work. So,
that reflected in my designs as well. And
I am glad I listened to my heart because
all the pieces, especially the layered chain
and the palm bracelet, received a lot of
appreciation from the audience.
in the market. I have persevered through
every step with a strong vision, which has
helped me to define the brand values for
Social Butterfly. Persistence has been the
key in my case.
How important a role has family played
in the success of Social Butterfly? Is there
a family figure you look up to?
I have always gained inspiration and
strength from my family. However, my
profession has been my personal choice
and something my family has supported.
What’s next for Social Butterfly?
Ever since LFW, my focus has been on
discovering different types of metal
and stones to use in my designs. Also,
we have recently started retailing with
Ensemble. I have just finished designing
a whole new range of knuckle rings
in which I have experimented with
different cuts, silhouettes and stones,
like a key-inspired ring, the serpentine,
and the ruby wings, just to name a few. I
am excited about the future of my label
and I am eagerly waiting to spring more
surprises at my patrons.
49style 48
The
Butterfly
Effect
A self-confessed wanderlust-smitten
jewellery designer, Laila Singh
believes in blending adventure
with aesthetics to create pieces
that instantly grab eyeballs!
By Dessidre Fleming