Sangeeta Boochra, founder and designer of her eponymously-named label, has built a brand that seamlessly combines artisanship and meaningful storytelling. In a conversation with Indian Jeweller, she talks about how understanding consumer preferences has shaped the journey of her brand. 

Indian Jeweller (IJ): Your jewellery has been worn by celebrities like Deepika Padukone, Alia Bhatt, and Priyanka Chopra. How have these endorsements influenced your brand? What impact do they have on sales? 

Sangeeta Boochra (SG): Celebrity endorsements significantly influence our brand. While they may not always lead to immediate sales, they elevate the brand’s prestige and desirability. As trendsetters, celebrities signal that our pieces are fashionable and sophisticated, helping us appeal to a broader audience, and create aspirational value.

The direct sales impact varies, but these collaborations solidify our market positioning. They increase visibility across demographics, and introduce our craftsmanship to new audiences. We measure success through factors like media mentions, social media engagement, sales trends, and customer sentiment. Ultimately, the long-term value lies in building cultural relevance and emotional connections with customers.

IJ: Your website highlights your collaboration with over 2,000 artisans. How impactful has brand storytelling been for your business?

SG: Brand storytelling has been crucial in building trust and loyalty. Today’s informed customers want to know the story behind their purchases. By sharing our heritage and support for artisans, we convey authenticity, and create emotional connections. Customers feel they are part of something bigger — supporting a cause, preserving tradition, and valuing generational craftsmanship.

Storytelling also differentiates us in a crowded market. Our focus on artisans and sustainability sets us apart, reinforcing that our jewellery is not  just beautiful, but also meaningful. It strengthens relationships, and positions us as a socially-conscious brand that customers want to engage with.

IJ: You are known for heirloom jewellery. How do you keep your collections fresh for a younger audience?

SG: While our legacy in heirloom jewellery is our foundation, we balance tradition with innovation to remain relevant. We focus on key elements:

•  Innovative design, incorporating modern materials and adapting classic motifs

•  Versatile pieces suitable for diverse occasions

• Personalized jewellery with engravings and special messages

• Exclusive collaborations with contemporary designers

• Sustainability and ethical practices to connect with conscious buyers

By blending traditional expertise with modern sensibilities, we ensure our collections appeal to today’s generation, while becoming tomorrow’s heirlooms.

IJ: What trends have you noticed in the fine jewellery segment recently?

SG: Consumer preferences are evolving, and we have  noticed several trends. Some of them are:

•  Demand for personalized and bespoke designs

• Increased focus on sustainability and ethical sourcing

• A shift toward minimalist, yet luxurious designs

• Greater interest in mixing metals and vibrant gemstones

• Appreciation for heritage and intricate craftsmanship

• Growth of e-commerce as a primary sales channel

• Fine jewellery being viewed as an investment

These trends reflect a shift towards conscious, meaningful purchasing, and we continue to evolve with them.

IJ: How has your brand adapted to e-commerce?

SG: E-commerce has been transformative, and we have embraced it enthusiastically. Our key initiatives include:

• A user-friendly website showcasing collections and craftsmanship

• Social media engagement to connect with a wider audience

• Virtual consultations replicating the in-store experience

• A seamless, secure e-commerce platform with flexible policies

• Sharing our heritage and the stories of our artisans online to engage with customers 

While e-commerce has expanded our global reach, traditional retail remains crucial for tactile experiences and personalized service. The key is integrating both seamlessly to offer a consistent brand experience.

IJ: Your brand offers silver jewellery priced below Rs.3,500. What inspired this affordable line?

SG: We launched this line to make our craftsmanship accessible to a wider audience. While our brand is synonymous with fine jewellery, we saw an opportunity to cater to younger customers, and those seeking affordable, yet high-quality pieces.

The Rs.3,500 price cap balances affordability with premium craftsmanship. Market research reveals that there is demand for budget-friendly jewellery with contemporary styles rooted in tradition. This range introduces new customers to our brand, while maintaining our design and quality standards.

IJ: What has been the response to this affordable collection?

SG: The response has been overwhelmingly positive. The collection has attracted younger buyers, and those exploring luxury jewellery for the first time. These customers often begin with our silver pieces and, over time, transition to higher-priced collections, as they appreciate our craftsmanship and values.

The affordable line acts as an entry point, fostering brand loyalty, and bridging the gap between accessible and fine jewellery segments. It has successfully expanded our clientele, and built lasting relationships with customers.

IJ: What is next for the brand?

SG: We are focused on growth and innovation, while staying true to our heritage. Our upcoming plans include:

• Launching new collections that blend craftsmanship with contemporary design

• Expanding sustainability practices and supporting artisans

• Integrating advanced technologies, such as virtual try-ons and AI-driven personalization

• Expanding into international markets, and opening flagship stores

• Collaborating with designers to create limited-edition collections

We aim to create jewellery that reflects today’s conscious values, while preserving our legacy for future generations.