Traditional Indian jewellery has been intricately intertwined with its culture since antiquity, as is evident from the numerous texts, stories, epics, and other literature that extensively talk about the significance of jewellery in Indian culture. It is rarely purely aesthetic, with no intrinsic meaning or symbolic or sentimental value. While the current jewellery market may fail to recognize this, Aurus Amdvad , a fine jewellery brand brought to life by a husband-wife duo from Ahmedabad, does.
Aurus Amdavad is an emerging fine jewellery brand that celebrates India’s cultural legacy through the lens of fine jewellery. A digitally native brand born on Instagram, Aurus is disrupting the traditional industry, infusing it with creativity, a reverence for craft layered with sophistication, an innovative business approach, and a commitment to excellence.
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“We knew women in India and outside who would love our jewellery, and Instagram’s algorithm paved the path to that discovery. Everybody around us told us that fine jewellery couldn’t be sold online. We understood the challenge of trust and not getting to try the jewellery, but we also saw that there are women like Puja who now do not step into a store. Their discovery of a product and a brand starts on their phones on Instagram and Pinterest and ends at a website. The ability to browse products and have all information with a click is valuable to this buyer. We went against the grain, kept applying ourselves and overcoming multiple challenges, and were persistent in attempting to change the way fine jewellery sells in the country. And today, I can say that we are proof that fine jewellery can indeed be sold online.” says Kunal, the brand’s co-founder.
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Aurus: Leading a Fresh Narrative in a Traditional Industry
While the jewellery industry thrives on family legacies, Puja the creative force behind Aurus, takes pride in it being a fresh young brand leveraging its “let's build what we would like to buy from” to question everything, breaking the stereotypes of the archaic industry, and treating her customers the way she would want to get treated herself.
Kunal's quest to transform the experience of jewellery buying, combined with Puja's love for and interest in art, culture, and history, birthed the brand that celebrates old-school craftsmanship, paying homage to the techniques and materials deeply rooted in India's jewellery-making heritage. It's been a 20-year journey for Puja, from studying jewellery design at FIT, New York, and working at Brooklyn Museum and Metropolitan Museum to starting an artisanal fine jewellery brand.
“We believe jewellery should transcend the purpose of adornment. It has always been a strong medium of material memory, weaving together tales of tradition and modernity. We immerse ourselves in the glorious tapestry of India's rich cultural heritage, ingeniously infusing it into our creations. We aim to craft jewellery that resonates with our roots while enchanting the contemporary world”, shared Puja.
Every piece of jewellery at Aurus Amdavad is designed by Puja herself and handcrafted by a dedicated cluster of highly skilled artisans in workshops across the country. The result is a collection of timeless masterpieces that exude grace and sophistication, each a testament to the brand's commitment to excellence, a genuine emblem of luxury sought by those who value meaningful and tasteful luxury.
