Sannam Chopra, founded the company Archetype Deusigns with an objective to introduce an array of jewellery with a modern sensibility. Under the company she designed jewellery ranges for various fashion brands & houses.
She started the label Embellish in 2008 & prefers to define her work as 'Beauquir' that which is beautiful & quirky at the same time. Under the label she retails through various multi-designer boutiques across India.
Sannam Chopra has also worked in collaboration with various designers for their jewellery line & her design work has been occasionally extended to cover bespoke developments of designing bags, belts and footwear for premium service brands. Archetype Deusigns is the brain child of Sannam Chopra and Nelson Coelho, young dynamic enterprnuers who took the road less travel to start the company from small begining in 2006.
Archetype forte lies in understanding & creating exquisite designs, we are in a business in which fashion keep changing, so we challenge ourselves by innovating new designs as per specific themes, seasons, stories, occasions, festivals etc...