Celebrity jewellery label Nirav Modi just clocked another major win


Celebrity jewellery label Nirav Modi just clocked another major win

Taking over a Mumbai landmark

By ELLE team  June 22nd, 2017

If you had any doubt that fine jewellery juggernaut Nirav Modi belonged in the big leagues, their latest master stroke will have you convinced. A leading newspaper reports that the brand has just added another iconic name to their roster — Priyanka Chopra and Rosie Huntington-Whiteley are their current brand ambassadors — having bought the Mumbai landmark, Rhythm House, presumably to convert it into a retail paradise.

The 3,500 sqft space was once the mecca for Mumbai’s music lovers, raising generations on a healthy diet of Indian classical music, Western pop and indie labels that you wouldn’t find on shelves in most parts of the country. Rhythm House downed its shutters in 2016, unable to reinvent itself fast enough to keep pace with advances in tech that had rendered the ‘music store’ irrelevant.

Rhythm house

It was only a matter of time before the landmark space was bought by an enterprising brand, so nostalgia peddlers can at least seek hope in the knowledge that the space will be restored beautifully in the hands of the international jeweller.