Anu Merton: “I Stand for Handmade in India”

Trunal Sahuji

इस खबर को सुनने के लिये प्ले बटन को दबाएं।

Jewellery designer Anu Merton is on a clear mission: to celebrate Indian craft and make exquisite, handmade jewellery accessible. Her brand operates on the principle of #HandmadeInIndia — taking pride in indigenous processes, materials, and makers.
In a recent profile, she stated her calling is Indian craftsmanship, adding that the values of her country are “the biggest inspiration.”

Craftsmanship, process and philosophy

Anu’s approach centres on hand-made, made-to-order jewellery. She emphasises one-at-a-time creation over mass production — only beginning work when someone desires a piece.
Her design DNA draws from childhood memories, everyday culture, music and nature. “You should wear your jewellery with all sorts of clothes and feel proud of a home-grown piece,” she says.
The label’s process: from ideation (a colour, a lyric, a moment) → hand-sketch → karigar execution in Jaipur/Jodhpur/Bengal.

Why this matters now

Craft preservation: In an age of fast fashion and mechanised production, Anu Merton’s work places spotlight on karigars (artisans) and the value of handmade objects.
“Made in India” aspirations: Her brand aligns with a growing pride in Indian-manufactured luxury goods and a preference for authenticity over cheap imitation.
Wearability meets design integrity: Her emphasis on comfortable, wearable pieces (not just display showpieces) fills a gap in everyday luxury jewellery.
Ethical luxury trend: Consumers increasingly ask not just what they wear, but where and how it’s made. Anu’s manifesto meets this shift.