Ruani Jewellery Collective marks its entry in the modern retail jewellery segment with the launch of its flagship store launch in the heart of Mumbai city.

Ruani's is India's first powerhouse of leading global and national jewellery designers, who have come together to become the first-ever meeting point of jewellery and personal style.

Ruani as a name means ‘From the soul’. According to a company statement, “Ruani endeavours to create soulful connections; between jewellery designers and their designs, the wearer and their jewellery, and between one woman to another, to create a sisterhood that builds everyone stronger together. A place for marvellous things, Ruani houses some of the most exciting jewellery designers with distinct points of view on the contemporary global Indian woman.”

Some of the designers featured are Suhani Pittie, Varuna D Jani, Shachee Shah, Aditi Amin, Sonal Sawansukha, Sankesh Surana, Latika Khanna, Chayya Jain, Akshat Ghiya, Marie Cabirou, Mike Saatji and Anabela Chan.

Ruani is the brainchild of celebrated jewellery designer and adornologist Varuna D Jani. Hailing from the family behind Popley, one of India’s most renowned jewelers, she grew up with an instinctive understanding of the trade. Its co-founder, Divyesh Shah, comes with a strong experience and knowledge of the gems & jewellery industry.

Speaking on the launch, Jani said, “We are extremely delighted to launch Ruani and bring to you passionate designers while broadening the horizons for the jewellery lover in you. It will be our constant endeavour to provide customers with unique, yet unmatched quality jewellery pieces, each telling you a story of its own. We aim at taking the jewellery experience in India a notch higher and give our customers the true ‘Joy of Adorning’.”

The store is designed by UAE-based interior designer-decorator Deepa Mehta Sagar.