Designed For Generations: The Timeless Journey Of T.T. Devassy Under Anil Jose

Eighty-five years is not merely a milestone for T.T. Devassy Jewellery, it is a testament to enduring craftsmanship, disciplined growth, and a reputation built one customer relationship at a time. Across three generations, the brand has evolved with changing tastes and times, yet remained unwavering in its commitment to quality and authenticity. What began as a traditional jewellery house has matured into a trusted name that seamlessly blends heritage with contemporary design sensibilities.

At the centre of this evolution is Anil Jose, the third-generation leader who carries forward this legacy with clarity and conviction. Balancing reverence for tradition with a sharp understanding of modern consumer aspirations, he represents a leadership style that is both rooted and forward-looking. His journey reflects not just continuity, but thoughtful transformation.

From a curious schoolboy with an instinct for business to a visionary leader redefining contemporary jewellery experiences, Anil Jose embodies the seamless blend of heritage and innovation. With a sharp business acumen, he formally stepped into the family enterprise in 1993. What began as a childhood curiosity gradually transformed into a deep-rooted passion, not just for jewellery, but for operational precision, inventory strategy, and customer-centric excellence.

“I used to sit quietly in the shop after school, simply observing and absorbing its rhythm. Even then, I knew I wanted to be a part of this world,” says Anil Jose, Managing Director, T.T.Devassy, reflecting on the formative years that shaped his journey.

His expertise lies in inventory management and customer relationships, two foundational pillars that strengthen the brand’s operational backbone. His structured approach ensures efficiency and precision in inventory control, while his instinctive understanding of customer expectations has fostered enduring loyalty. Through decades of consistent engagement, T.T. Devassy has become an integral part of families’ most cherished milestones.

In 2020, Anil Jose expanded the brand’s creative vision with the launch of POYEMS, a distinctive jewellery label built on the belief that every piece should carry a story of its own. Conceived as a design-forward brand, POYEMS celebrates individuality through custom-crafted creations that merge emotion, artistry, and precision.

By introducing a platform that prioritises customisation and exclusive designer gold collections, Anil ensured that the evolving aspirations of younger generations are met without compromising the brand’s foundational values. Through meaningful design dialogue, the brand continues to stay relevant while remaining rooted in its heritage.

Extending this contemporary outlook further, T.T. Devassy introduced TYA, a new 18 KT lifestyle jewellery collection designed for modern, minimalist expression. Built around the philosophy of “Incredible Minimals,” TYA reflects the growing preference for jewellery that is subtle, versatile, and effortlessly elegant.

Featuring dainty necklaces, light threaded chains, refined earrings, and delicate rings, the TYA collection is crafted for daily wear and office elegance. Each piece is thoughtfully designed to be comfortable, lightweight, and aesthetically understated: ideal for layering, mixing, and personal styling.

With TYA, the brand brings together accessibility and sophistication, offering contemporary consumers jewellery that complements everyday life while retaining the signature quality of T.T. Devassy. It represents yet another step in aligning tradition with evolving lifestyle choices.

Across three generations, one value has remained an unwavering and uncompromising quality. Anil continues to elevate this standard, ensuring that every creation reflects purity, craftsmanship, and trust.

“The relationship T.T. Devassy has built goes far beyond being a jewellery brand. Customers choose us for our purity and trust, and families have relied on us for their most personal occasions. Over time, many of them have become like family. As preferences evolve, especially in the wedding segment, we introduced customised jewellery to reflect individual tastes. Through POYEMS, we now offer exclusive designer gold collections that celebrate individuality and elegance,” says Anil Jose.

Under his leadership, T.T. Devassy Jewellery enters a new chapter, one where legacy and innovation move forward together. The vision is clear: to preserve the heritage built over 85 years while continuously refining the experience for the next generation of customers.

With discipline, clarity, and deep respect for its roots, the brand looks toward the future with confidence. Through POYEMS, each creation becomes more than jewellery; it becomes a personal narrative, crafted to be cherished for generations.