Founded on January 11th, 1981 by Purnima Sheth, Rose began in a single, one room office as an establishment at Opera House, Mumbai that specialised in niche work for jewellers and retail stores, and personalised pieces for family and friends.
In 1984, Biren Vaidya, or BeeVee as he is fondly known, joined Rose as a , eager apprentice, training himself for two years to be a qualified artisan. With him at the helm of creative direction, the brand saw a strong shift in design difference and excellence brought to life through exquisite jewellery pieces and collections that became iconic to the brand and its exclusive clientele.
Taking over the reins in 1986, he went out of his way to make Rose the jeweller of choice for some of the most influential families in the country.
In 1989, when the House of Ravissant was looking to create its fine jewellery line, Mr. Ravi Chawla and Mr. Paul Binder who is a Swiss designer decided to put out an open challenge to jewellers in India to create their interpretation of Mr. Binder’s designs. Rose, was the only company to pass the test and was chosen to be their manufacturer. Mr. Paul Binder took BeeVee under his wing and mentored him in the art of jewellery manufacturing and design.
This was another milestone year for BeeVee and Rose. Sheetal married into the Vaidya family and transcended from being BeeVee’s creative muse to being part of the Rose family. She started looking into luxury sales and supporting Mrs. Sheth and BeeVee in running the business.
After the abolishment of the Gold Control Act, Rose set up its own manufacturing arm, The Rose Jewellery Technology, with the primary aim for BeeVee to create under his personal supervision jewellery that would bring life to his designs. Using skill sets and techniques to revolutionise the art of jewellery making, Rose created the iconic Pillar Bracelet/Choker and the Shiv Parvati Coin Necklace.
In 1997, Rose was also bestowed with the honour by the GJEPC to create the Ashoka Pillar, an objet d’art that was presented to the President of India to commemorate 50 years of Independence.
BeeVee was invited to be the convenor at the prestigious India International Jewellery Show for their 25th Edition.
On the completion of Elle Decor’s first year, they launched a design competition for architects. Pramiti Madhavji, then editor invited BeeVee to participate in the competition to give a jewellery designers' perspective to architecture. BeeVee designed seven pieces called the 7 Wonders dedicated to the superior sex, the women of the world. He believes that the home always reflects the woman of the house. He created these 7 Wonders which can be used in the interiors of the home and at the same time be worn as jewellery.
BeeVee decided that this dream needed to be turned to reality and it should be an experience that has never been seen in the world. Thus, began a journey using the 5 senses provided by the Almighty to create the first and flagship Rose Salon in Mumbai in 2004. This saw a foray of powerful patrons flock to Rose which include international royalty, world leaders and decision makers. One of the first clients to travel to India just for Mrs. Purnima Sheth was Her Highness Late Sheikha Hessa of Bahrain. Thereafter started a series of royal families patronising the brand.
This was also the year Rose entered the Middle Eastern market by participating in Jewellery Arabia held in Bahrain. With the overwhelming response received at their very first show, Rose began its legacy with the Middle East.
In 2004, when members of the Lladro family visited Rose and saw the experience, they insisted that we create a special section for gifting and high-porcelain in the Salon. This overnight turn made Rose a salon from selling jewellery to a salon for selling luxury.
Since 1986 when BeeVee started working at Rose and making jewellery for clients who wanted jewellery inspired by the Masters, BeeVee always aspired to have a brand that would be of international recognition, recognised for his design style. Thus, every year and from all his collections, he made jewellery for his sister Mrs. Purnima Sheth and his wife and muse, Mrs. Sheetal Vaidya. Once when he was asked by Mrs. Purnima Sheth why he did that, BeeVee’s reaction was that it was for the coffee table book. To that Mrs. Purnima Sheth smiled and said, “I hope our children fulfil your dreams.”
On January 11, 2006, on its 25th Anniversary, Rose launched its first coffee table book aptly christened "My Love Story with Rose". The book won a printing award for outstanding design. The book is divided into 5 chapters of 5 years each of Rose expressed through a journey of its collection over the years. This coffee table book was launched by Paulo Morai, Managing Director for Versace and Hans Jory Seeberger, Chairman for EganaGoldpfeil.
Rose’s new collection Dance with Me was also launched on this day with a fashion show to live music by Gary Lawyer. This collection was inspired by nine different dance forms and to complement this collection was an outstanding performance by Sandeep Soparkar. Shankar Mahadevan also paid tribute to the brand by giving a solo performance.
In 2006, BeeVee also launched a collection titled Murano Medallions. A limited edition collection that was created with Murano glass sourced from Venice along with diamonds. This collection gave BeeVee’s design skills a lot of recognition.
Versace created 50 Automatic Diamond and Ceramic watches with 25 crafted in pink ceramic and 25 crafted in white ceramic commemorating 25 years of Rose. Paulo Morai personally came in to launch this watch which also happened to be Versace’s first ceramic watch.
With the success of Murano Medallions, Rose launched its evening wear hand blown Murano glass line called Murano Nights which was also a limited edition.
In a period where Diamonds were predominantly set in White Gold, BeeVee launched Touch of Gold to bring back the traditional allure of Yellow Gold by creating two-toned jewellery.
BeeVee designed the limited edition India watches for Franck Muller. The two watches marked the 60 years of Independence for India. They were christened Master Banker and Secret Hours. The watches stood for national pride and so impressed were the Franck Muller team that these watches were co-branded with Rose featuring alongside Franck Muller.
The Retail Jeweller Awards felicitated BeeVee with the Best New Showroom Design or Retail Transformation of The Year Award in 2007.
India opened its first luxury mall in New Delhi and Rose decided to be present at the location. The retail store at DLF Emporio was Rose’s first venture outside of Mumbai and was very well received by our patrons in New Delhi.
Rose launched two new lines of jewellery for the HNIs of India’s capital:. Rose Treasures which are exceptional bespoke masterpieces and Rocks ‘N’ Rose which pays tribute to precious gems and Diamond solitaires.
Between 1984-1986, when BeeVee worked as an artisan in the sweatshop of Mumbai’s jewellery market, he was overwhelmed with the plight of craftsmen who spent 30-40 years in making beautiful pieces of jewellery and when they aged, they were to train their successors and leave without any gratuity or pension. In this year, Rose created a small section in its factory to give these senior artisans the respect and a chance to continue their work in silver. These objet d’arts are all one of a kind pieces sold through the Rose Salon. This project was christened Rose Helps.
By this time, Mrs. Sheetal Vaidya was well entrenched in the business of luxury sales and took on the added responsibility of being the brand ambassador and face of Rose. Her association as the face of Rose dramatically changed the aspiration and perception of the brand.
On the 16th of February, 2011, Rose launched Rose: The Watch Bar after 5 successful years in the luxury watch business. Rose: The Watch Bar is an experience in watch retailing that has never been experienced by consumers worldwide. This was aptly pointed out by our Chief Guest, Jean Claude Biver at the inauguration who remarked on how despite being an icon of new trends in the watch industry, BeeVee had come up with this idea before he did.
On January 11, 2011, Rose celebrated its 30th Anniversary by launching its second coffee table book titled "Rose and Her Royalties" dedicating it to our patrons. This book was launched by Her Royal Highness Padmaja Kumari Mewar of Udaipur who shares the same birthday as Rose.
The Empress of Rose is a masterpiece crafted around an exquisite 290.52 carat pear-shaped Colombian emerald, crowned in a beautifully designed casing surrounded by marquise and brilliant cut diamonds. The story of this magnificent creation began in the mines of Colombia, where the finest emeralds originate. This creation took 2,200 man-hours to complete from the rough to the finished jewel. One of a kind, never to be seen again, it's a veritable Treasure from the House of Rose.
In 2012, Rose was awarded The Excellence in Jewellery (Indian) Award at the prestigious Harper’s Bazaar India Luxury Awards.
An Ode to Love. A magnificent work of art. A journey for each at Rose as we experienced this dream. A neckpiece and earrings bejewelled with twenty-three baroque Colombian Emeralds of 780.98 carats, crafted from a single rough of over 3,000 carats which took 2700 man hours to process from rough to the final jewel.
La Regina is an exquisite treasure from The House of Rose encompassing a single pear-shaped 115.76 carat Colombian Emerald, graciously suspended on a 3-line Diamond solitaire necklace in an intricately created Diamond casing. Master Craftsman Biren Vaidya, was so enamoured with the quality and colour of this gem, he invested over 1,800 man hours to process it from rough to the final jewel fit for modern royalty.