Shruti Sushma’s modern love has the power to charm

Shruti Sushma, a contemporary Indian jewelry brand with stores in Ahmedabad and Bangalore, is creating a storm around the world with three collections at the moment – Modern Love, personalized initials and charms, and limited edition pieces inspired by anything and everything that appeals to them. .

Sushma Chhajer and Shruti Chhajer Ranka

Sushma Chhajer founded the brand in 1997 in Ahmedabad. Twelve years ago, his daughter Shruti, armed with a graduate diploma in diamond from the Gemological Institute of America, joined the company. Together they have created timeless jewelry for high net worth individuals in India and around the world. Their jewelry has also been worn by fashion icons such as Sonam Kapoor and Jacqueline Fernandez.

Shruti Chhajer Ranka explains how the brand has captured the world’s attention over the past year.

How has the pandemic impacted your brand?

We don’t want to take away the miseries he’s brought to a lot of people but we’ve been more constructive during lockdown in 2020 than we’ve ever been. It gave us the time and freedom to take a break and reflect on our business and explore new designs. We also realized that we didn’t need to limit ourselves to just one country and started shipping worldwide.

Our stores in Ahmedabad and Bangalore are located in 5 star hotels and over the years we have built a customer base based in the United Arab Emirates, the United States and Qatar, many of whom travel frequently to India. Last year, we turned to virtual consultations to reach a wider audience.

We are interacting with our customers more than ever via digital medium and even offer express 1 day shipping to India. We have also started working on our e-store which will be ready in two weeks.

18K gold bangle bracelet adorned with rosecuts.

Diamond and sapphire earrings.

What are your main markets?

We have received orders from the US and UK over the past year. Our jewelry has been featured in international publications like
Robb Report, Vanity Fair, Tatler and
Forbes, which has increased our visibility and considerably increased our clientele in the above countries. We also have some clients in Singapore.

Surprisingly, we also had sales conversions through Instagram.

Flower earrings designed with multi-shaped rosettes set in white gold.

Tell us about your recent jewelry collections.

We welcome the very wealthy and their offspring. Previously, the younger generation preferred to spend money on bags, travel and parties, but with the development of things after Covid-19, they are turning to things that will last a lifetime, like jewelry.

Middle-aged or younger women are looking for initial pendants with multi-colored diamonds and sapphires, personalized jewelry such as charm bracelets and pendants as well as layered and stacked bracelets. These are all priced at Rs. 2.5 lakh and below.

Our Modern Love collection is an ode to two people coming together on an equal footing while giving each other space in the relationship. The open rings and bracelets have two solitaires at the level of the florets. People have abandoned their Cartier bracelets for our Modern Love bracelets.

We also have limited edition coins which range from Rs. 2.5 lakh to Rs. 5 lakh. These are not part of any collection but have a myriad of inspirations like a flower or a mood. We use high quality gemstones for each piece.

We also welcome brides.

Modern Love gold and diamond ring

Who designs the jewelry?

My mom is as involved in the design and manufacturing process as I am. I also take care of the PR and social media aspect of the brand.

The Sun burst 18k gold stud earrings are adorned with diamonds and gold South Sea pearls.

Tell us about your design philosophy.

We have something for everyone. Our jewelry is very versatile. It’s for women who know what they want in life. The basic essence of our design is to create jewelry that will stand the test of time.

White gold water lily studs with blue sapphires and diamonds.

By Aliya Ladhabhoy

Disclaimer: Content produced by the Gem & Jewelery Export Promotion Council

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Jennifer Amaro

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