Jewellery label, Vie gives buttons a fashionable update

May 10, 2019 By King

Jewellery label, Vie gives buttons a fashionable update


Industrial pipes, electric switchboards, wood—sustainable luxury jewellery alternatives to traditional gold trinkets in India are coming from the unlikeliest places. So what if we told you that your run-of-the-mill button was the newest addition on the list? It all began in 2014, when Chennai-based entrepreneur, Vibitha Ida Edward was scouring the streets of Europe for buttons and coat toggles as part of her thesis dissertation, “Upcycling Buttons”, while at the University of Cardiff. Flash forward to four years later in 2018, and the 27-year-old had managed to create a range of statement jewellery using these fasteners and launched her debut line under her label, Vie. A year later, Vie’s second collection, a Summer 2019 line was unveiled in Singapore last week,  “We spend a lot of time on research and development of the jewellery and for now, have decided to release only one line each year,” begins the Visual Arts graduate from Loyola College, Chennai.

Hand drawing jewellery designs

Raw deal 
Big on the concept of highlighting the natural beauty of a button, the collection titled Circle of Vie is a limited edition and has 18 unique designs of earrings, rings, pendants and wrist cuffs. “I was born into a ‘button-making’ family and grew up watching and learning the intricate designing that goes into its making. My jewellery is created around this central element. The button is not an addition or a decorative component. You cannot think of it as a stone,” explains Vibitha, talking about the brand’s design ethos.


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