Surmeyi's Mindful Jewellery and Lifestyle Products Evoke A Sense of Belonging

One of the most memorable objects for me in my house is an old brass box or vettilachellam. While it was once my paternal grandmother’s betel box, when it ended up in my mother’s hands it became a jewellery box. While it is kept out of sight, it still stores the silver jewellery that my father gifted my mother over the course of their marriage. Whenever I see my mother bring it out, I can’t help but to examine and hold it with a sort of reverence. After all, the material memory of it connects me to the women before me, whose labour has gotten me to where I am today. The brass box, the contents of which have changed with each owner, has stood the test of time and is a reminder of where I belong. 

When I encountered a social media post about the homegrown jewellery brand Surmeyi’s 'Pitara Heirloom Box', and the visual story attached to it, I was instantly reminded of my personal ‘heirloom box’. As a lifestyle brand whose tagline reads ‘objects of belonging’, the deep thought that has gone into capturing the essence of each product is evident in their visual language. The Pitara Box is a luxury keepsake with an Indigo-dyed Kala Cotton exterior, and Rani-pink Mashru Silk Interior with magnetic closure, created in collaboration with South Asian entrepreneur Hetal Vasavada. The campaign images for it were evocative of human bonds we've all experienced and left a lasting impression. 

Surmeyi was launched in 2023 by Manasvi Bhushan, a diasporic Indian who found a sense of community and belonging through jewellery making. Seeking to empower individuals to feel at home in their own skin and to embrace their unique sense of belonging through self-expression, Surmeyi launched to the wider public with their ornate 'Qalam' in September 2023. The journaling pen, designed for introspection and mindfulness, features intricate enamel and carved details, a customisable intaglio seal and as carries a universe feature of a quality pen - substantial weight. 

The name Surmeyi, which means the colour grey, was chosen for its symbolism of kohl-lined eyes and a dreamy, exploratory spirit. The brand was built with the intent to cultivate a sense of belonging and to celebrate the innate goodness of life through responsible crafting. They have made a substantial mark over the course of a year through their pieces that carry deep meaning and by working with original, inspiring contemporary creatives from India. This ranges from photographer and model Sathvika crafting some of their editorial campaigns, to co-creating a dedicated collection of luxe bindis with multi-hyphenate artist and creative director Ambika Sanjana.

The collaborative Chaand-Taare launched on April 4, 2024, in collaboration with Ambika and represents Surmeyi’s elevated take on the beloved bindi. The reusable skin adornments have been inspired by celestial forms. They're made from lead and nickel-free brass, come with a skin-safe adhesive, and are easy to store and reuse. 

The debut jewellery collection from the brand was launched in concurrence with their Qalam pen, in early September 2023. The Mango Bageecha collection was launched as an ode to the beloved king of fruits, and to summer memories of yore. The collection includes the Mango Chandelier Earring, a peice which is reminicent of raw mango bunches hanging off a tree, the self-explanatory Mango Leaf Hoops, and the Mango Bangle, with charms depicting the fruit and leaves dangling off it.

Much like a well-tended orchard, the brand has revisited the Mango Bageecha collection recently and added more mango-inspired pieces, encouraged by popular demand. This collection was announced in late July 2024 and will start shipping in the next few weeks. The brand takes a ‘small-drop’ approach to their launches, to gauge the response from their customers and to reduce the wastage of labour and resources. By creating products on pre-orders, Surmeyi is staying true to its mindful brand identity.  Some of the new additions to the Mango Bagicha include 'Mango Slices' studs, which are reminiscent of kacha mango slices savoured with salt and chilli powder and varying mango-themed charms that can be used in a myriad of ways. 

As is typical of the brand, they have already started building the story and creating anticipation around their Fall collection - Rasä. The dance-inspired collection, aims to capture the essence and fluidity of dance in jewellery form. They hope to slowly build up to the launch through gradual, meaningful storytelling.

Through each product and collection that speaks of a unique narrative, Surmeyi is a brand encouraging its loyalists to celebrate their individuality and connection to the world around them.

Follow Surmeyi here.

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