ELLE Chats With Upasana Kamineni Konidela About Her Enduring Love For Jewellery

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Upasana Kamineni Konidela wears many hats. She’s third generation entrepreneur, a renowned philanthropist, and she has for very long championed sustainable businesses. For her Oscars outing with husband Ram Charan, she wore a “silk saree made using hand woven silk created from recycled scraps,” her Instagram post says. Recently, Upasana launched Zoya’s Hyderabad boutique. ELLE caught up with her for a chat about her philosophy when it comes to jewellery and her penchant for spotlighting pieces with a legacy.

ELLE: What role has jewellery played in your styling and fashion choices?

Upasana Kamineni Konidela: For me, jewellery is all about subtlety and beauty. It speaks of one’s personality, so what you choose to wear speaks volumes about your personality and also your mood at that time.

ELLE:  Do you like your jewellery to take centre stage?

Upasana Kamineni Konidela: Sometimes I do and sometimes I don’t. But I like wearing jewellery, because I believe a lot in the positive energy of precious stones and that the stones centre you. I totally believe in decking up for big occasions, and you can’t do that without a fabulous piece of jewellery.

ELLE: Would you want something with history to it?

Upasana Kamineni Konidela: Absolutely! Every piece of jewellery I own or buy is deeply meaningful and has a story. It could be gifted to me by my husband or my parents… or even something I bought myself. But it has a story and that makes it meaningful and can be passed down the generations. What I like so much about Zoya also is that every piece has meaning attached to it. I liked that my necklace today is inspired by the lovely chinar leaves in the autumn of Kashmir, and that the seasons are an analogy of femininity. So there is a story behind every single piece that Zoya has, which makes it more meaningful.

ELLE: What are some of the pieces from Zoya that have stood out for you?

Upasana Kamineni Konidela: I like the pendant inspired by a bunch of pasta, from Zoya’s collection Rhapsody. It was so cool and unique. I also loved the ruby bracelet from their collection inspired by the eras and fashions of Hollywood. I am not a person who wears everything together, I pick and choose. So wearing that one bracelet on a black dress for instance, would make just the ideal statement.

ELLE: Some of the jewellery pieces you flaunted on the Oscar red carpet were quite unusual. Do you choose your jewellery first and decide your outfit around it or is it the other way round?

Upasana Kamineni Konidela: It really depends on the occasion, the piece and my mood.

- Digital Editor


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