The phenomena of co-existence!

Redefining luxury jewellery segment in the new world order 

We need to learn the phenomena of co- existence, says Ketan Chokshi, Jewellery designer & Co- Owner, Narayan Jewellers by Ketan and Jatin Chokshi on sustainability! We all are gearing up for the new normal and redefining luxury jewellery segment in the new world order. Ketan Chokshi was the panelist at the recently held Luxe Talks, and shared his insights on what luxury means to him and how they are going to bring a change and take Indian designs to a global platform.

“Luxury is about trust building through legacy, rarity of raw materials and exclusivity of designs, craftsmanship which could be handmade, tailors made, or very well engineered. 

We also look forward to sustainable luxury and the most important element that we work upon is building the right aspirational value and making your consumers feel of having a priced possession,” said Ketan Chokshi. 

He further added, “We truly believe that Indian jewellery designers are still not very well visible on the global platform and we are trying to bring a change and we want to take the Indian design and execution talent to the global world.” 

Sharing his insights on sustainability, he added, “The biggest challenge to work with artisans is that most of the art is inherited. It is rarely passed on to the other community. The most common issue that we saw was child labour. 

Hence, we decided to reach out to all our artisans and make sure that nobody is promoting child labour. 

We focus on three parameters of sustainable luxury social part; environmental sustainability; and the last is the economic sustainability and bring the right price to every product and being transparent about it.” 

The most trusted family jeweler for 79 years with a legacy, known for the most modern designs, Co-Owners Ketan and Jatin Chokshi have been in the business of Gold for six generations however they entered the retail segment in 1940 under the name of M/S Ambalal Chaturbhai Chokshi. 

With strong ethics, positive attitude to educate clients and desire to bring complete transparency by third party certification, Narayan Jewellers was the first jewellery brand to introduce the concept of BIS Hallmark in Vadodara and become the first one to get the BIS Hallmarking License in Vadodara.