I officially started the Buddha to Buddha brand in 1997. I could never quite find a piece of jewellery to suit what I wanted but while I was living in India in the early 1990s,
I met a man who ran a silver factory. I designed a silver bracelet and he made it for me. I named the design the Batul and we still make it today.
At the time there was nothing on the market for men and everyone laughed at me in the beginning. It took a while but Buddha to Buddha began to build. I was still partying then and soon the DJs in Amsterdam, where I’m from, were wearing Buddha to Buddha.
We started out selling in high-end fashion retailers, but soon the jewellery retailers started showing interest. We now sell Buddha to Buddha in about 15 countries including the UK, US, across Europe, Australia, New Zealand and have just started in Russia and Dubai. Scandinavia is also big for us.
In the past I think men spent a long time shopping for men’s jewellery as fashion accessories but now they shop for it as jewellery.
Today men are more confident when it comes to wearing jewellery. They want to wear something that has some detail or a point of interest that can sit alongside their watch but won’t draw too much attention.
This guest column was taken from the August issue of Professional Jeweller magazine. If you work within the British jewellery industry and would like to write a column for the magazine then email the editor at email@example.com with an outline of your idea.