Priti Patel is a diminutive woman who sits ensconced in her plush design studio in Mumbai, seeing clients only by appointment. But the buzz that goes out from her otherwise silent boutique helps to set fashion trends among hi-end families and celebrities in Bollywood because she is arguably one of India's top jewellery designers today. Priti, whose brand is called Aadya Jewellery, has become popular among the cognoscente of India as an ace designer of exclusive diamond and coloured stone jewellery. She is getting ready in a big way for the festive season ahead. "This year, dangles, chandeliers and jhumkas with cut and uncut diamonds - specially teamed with rubies, emeralds and more often with semi precious stones - and rings as well as unusual bracelets are the vogue.

Priti began by designing her own jewellery because she had a fondness for diamonds. "I have no training in design," she laughs, "But I love the feel of gold and precious stones and designing comes naturally to me. Today, I can tell the quality of diamonds and all precious stones with complete confidence."

"I look forward to a busy season this year because more and more women are earning big money today and their lust for jewellery is increasing by the day. Every affluent woman thinks it is her privilege to possess exclusive jewellery which is designed just for her personality. And why not, I say. Our women have been blessed with a lust for jewellery from time immemorial and when they earn, their 'wealth building' includes buying diamonds and jewellery. I am happy to be the medium which helps them to realize their dreams."

Priti has a keen eye for designs from India's royal past. "The Nizam's collection, the absolutely riveting jewellery of the Maharajas and Maharanis and the unimaginable jewellery pieces from the Mughal era are extraordinarily beautiful. But they cannot be worn in their original design by today's active women because firstly, they are too costly and secondly, they would be uncomfortable to wear. I have taken many vignettes of this past treasure and give each piece a contemporary touch to make it more acceptable and wearable for today's women. So my designs are royal in look and modern in styling, giving women a feeling of exotica with comfort. My designs include a generous use of Burma rubies. These were famous in the bygone eras and India's royal families used to collect them in large sizes. They are unique in colour and very pricey now. Kenyan emeralds are also beautiful in colour and look exquisite when set with diamonds. I have brought back the beauty of coloured stones - precious and semi precious - with combinations of cut and uncut diamonds and am looking forward to a successful season."

Priti's jewellery pieces are truly evocative of the past glory of India's royal families. With its unique contemporary, her pieces are 'to die for' for the affluent, successful career woman of today.