Luxury Maison Her Story has rebranded as ANEKA, signifying an exciting new chapter marked by global expansion and a focus on modern values and sustainability. The rebranding accompanies the opening of a new store in Paris, with plans to enter the American market soon.

A New Dimension of Luxury

ANEKA, derived from the Sanskrit words "anek" (many) and "ek" (one), symbolizes the union of individuality in a diverse world. The name reflects values such as strength, grace, vibrancy, power, harmony, and love, resonating across various cultures and languages. This transformation enables the Maison to maintain its roots while embracing a global identity. "It is no longer just about ‘her’ story," says ANEKA Chairman and Paris-based luxury industry veteran Philippe Nobile. "ANEKA poses a very modern question – What is the position of an individual within the collective? Representing only the collective doesn't make sense, and putting the individual far above the collective doesn't resonate with our values either. For me, ANEKA is a deeply philosophical name.”

Global Expansion and New Collections

ANEKA continues to have a significant presence in Mumbai’s premier art district, Kala Ghoda. It is now featured at Le Printemps Haussmann in Paris, one of the world’s leading luxury retail galleries, with an American launch and another flagship boutique in India planned soon. The Maison's new collections, inspired by universal modern values, will include high jewellery and men's collections.

Commitment to Sustainability

CEO Ankit Mehta emphasized the importance of adaptability and evolution in building a modern, global, and inclusive brand. “The ANEKA team today is a truly global network of talented people that have come together for one universal mission: to elevate a new-age luxury brand – one that connects meaningfully with people and finds inspiration in heritage and culture – and bring it to every part of the world.”

ANEKA is committed to sustainability and environmental objectives, aiming to reach carbon neutrality by 2025. The Maison adheres to international standards, fair-trade, and fair-wage practices, supporting the artisan community, including training and support for women artisans. It also explores emerging technologies to enhance sustainability.

Craftsmanship and Innovation

Every ANEKA collection takes nine months to a year to be meticulously crafted in-house at the Maison’s state-of-the-art atelier. The fully vertically-integrated process spans from material sourcing to handcrafting and retail. Designs feature best-in-class diamonds in unique cuts and exquisite precious gemstones, all set in pure 18K recycled gold. This approach embraces a 'new luxury' where meaning transcends material value.

A Source of Inspiration

Brand Director Sitanshi Talati-Parikh highlighted ANEKA’s mission to create meaning and positive impact. “ANEKA’s raison d’être is to create meaning and positive impact, both by action and as a source of inspiration for others. In offering representation for different voices and values, it fosters an understanding of varied perspectives. We’re passionate, as we’ve always been, about representing the beautiful dialogue between the individual and their modern values, in a contemporary world that is dynamic, mindful, and inclusive.”

Looking Ahead

ANEKA’s headquarters will be in Geneva, with international offices and teams in Paris, Mumbai, New York, and Milan. Backed by Walking Tree, a global powerhouse in gems and jewellery based in Paris and Geneva, ANEKA is well-positioned to make a significant impact in the luxury market worldwide.