Edenek is a reflection, an extension of the world as I see it - minimal and striking, bold and stunning. Edenek, meaning 'paradise around my neck', is derived from a combination of the words Eden and Neck. It is an endeavour that strives to convey the medley of my passion for concrete, structures, geometry and jewellery. If you can live in it, surround yourself with it and adopt it, then why not mould it into wearable art that enhances? Making a statement with jewellery sculpted from concrete to etch a fashionable presence is the primary purpose at Edenek, a contemporary designer jewellery brand spearheaded by Heta and Krupali.
Launched in June 2020, the ideology that shaped Edenek is deceptively simple: to revolutionise the way we look at concrete by using it to create hand-crafted pieces of jewellery that tell a story.
Concrete, in the form that we see it, has traditionally been used to create structures that bind and shelter. In more recent times, enterprising minds have used this sturdy material to create designs that meld functionality with design. Edenek raises the bar by adapting concrete to its most refined form to create concept-driven signature pieces that are fashionable and lightweight. These jewellery pieces aim to transport the wearer into a realm beyond the mundane while silently supporting the need for sustainable jewellery.
Every piece is conceptualised with the intention of nudging the wearer and admirer to change their perception about things that surround us and initiate conversation.
Heta Patel | Founder | Creative Head
A civil engineer by qualification and a structural engineer by profession, Vadodara-based Heta belongs to a business family but had never been keen about business. Until her passion for jewellery and a desire to shine light on her hero & concrete; saw her combining professional expertise and creative pizzazz with hereditary entrepreneurship skills. Heta is the creative head at Edenek and oversees all things design - from conceptualization to creation.
Krupali Patel | Founder | Operations Head
A woman of numbers, Krupali is a computer engineer by qualification who went on to crunch numbers as an accountant for a reputed firm. From a business family herself, Krupali has always been enamored by numbers and the multifarious aspects of entrepreneurship - a quality that sees her juggling a role as director of accounts at her husband's company while toiling for Edenek. Krupali is the head of operations and accounts.