Thakorlal Hiralal is a design house that has built a large and loyal consumer base over the years. The brand is gearing up for their annual jewellery show on October 1 and 2 at Taj President, Cuffe Parade. "We hope to raise the bar in terms of design, presentation and innovation," says Pranay Mehta, who's the fourth generation of the company. He chats with CS about the firm and the exhibition:

A sparkling heritage 
We are in the business of manufacturing high-end custom-made jewellery since 99 years. Most of our clients are from high profile business families. We were amongst the first companies in India to introduce invisible setting in coloured stone jewellery. We can proudly say that families have been coming to us for generations and the kind of trust they place on us is impeccable. The most special thing is that our clients trust us with their most personal occasions -- be it a child's wedding or a landmark anniversary.

These are the moments that define a person's life, and what we create for that person is what defines those moments. The fact that they allow us to come into such a private space means that I have to ensure perfection in the jewellery piece and value that is everlasting. Every piece is handmade and produced in-house, from the conception of the design to sourcing the precious stones to the time it reaches the client.

Modesty shines through 
We are a very media shy company. For the past three years, we have been getting a phenomenal response at our private shows. Hence, we decided to open up to a larger cross section of society. This time around, we will also be displaying certain pieces from our custom-made line, which we don't do otherwise. The reason we have never felt the need for brand ambassadors and endorsements is because of our corporate philosophy: We Like To Whisper �  Not Shout.