Alighieri’s Instagram has been a joy to behold during quarantine. From Lives featuring Gianluca Longo reading passages of Dante’sand Alexandria Coe’s art therapy sessions to posts presenting love letters from fans of the brand, founder Rosh Mahtani has found thoughtful ways of pulling us out of our isolation funks. This temporary form of escapism has become as important for Mahtani as it has been for her 88k followers.
“It’s the only part of my day where I’m not allowed to physically look worried,” Mahtani tells Britishof sharing a moment of calm with Alighieri’s community. Three weeks ago, the cult jewellery brand founder andmoved into a new London apartment. As well as her worldly belongings, she unpacked her transported studio, so that she could continue shipping the brand’s ecommerce orders solo.
The orders have been trickling in, because, she says, “there’s always an event to mark with jewellery.” Prevented from celebrating special occasions with loved ones in person, customers are buying tokens to send, instead. Alighieri’s talisman jewellery, which is designed to foster a sense of community and to transcend cultural divides, befits the current mood. But, admittedly, it is hard to think of a moment when Mahtani’s charming pieces wouldn’t feel relevant, or delight the recipient.
The health of her family is Mahtani’s first concern , followed by the wellbeing of the employees supporting her from afar. “The weight of responsibility is immense,” she says of also trying to keep her overheads down, her customers happy and a sense of optimism about the trajectory Alighieri was predicted to have in 2020.“Now our stockists are being forced to realise that the fast pace is not necessary, I can let my collections breathe and consumers absorb them,” she shares.
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