JB Insights
ANSAA JEWELLERS: Showcasing innovative artistry and timeless elegance
Ansaa Jewellers has become a renowned name in the gems and jewellery industry, celebrated for giving new dimensions to Indian traditional jewellery. Kantilal Shah, founder of Ansaa Jewellers spoke to JewelBuzz on Ansaa’s dazzling journey across three decades.
Please provide a brief history of Ansaa Jewellers.When and where was it established, name of the founders, growth and expansion of the company.
Ansaa Jewellers Private Limited, founded in 1997 by Kantilal Shah, has become a renowned name in the gems and jewellery industry, celebrated for giving new dimensions to Indian traditional jewellery. Kantilal Shah’s profound knowledge and artistic expertise shine through in the intricately handcrafted designs that exude passion and elegance. With numerous national and international accolades, Ansaa is a trendsetter in luxurious jewellery, redefining the beauty of Indian craftsmanship through timeless and innovative creations.
Growth and Expansion:
Since its inception, Ansaa Jewellers has grown into a globally recognized name in the gems and jewellery industry. Today, Ansaa Jewellers is synonymous with elegance and quality, offering a wide range of exquisite jewellery pieces that cater to a diverse clientele. The brand continues to expand its reach, solidifying its reputation as a pioneer in the industry.
• Please give details on the various product lines. Give details of special designs, techniques employed. What is your USP in Jewellery design?
Ansaa Jewellers offers a diverse range of jewellery, from traditional Indian designs to contemporary collections, opulent bridal sets, and bespoke creations. Renowned for blending heritage techniques like Kundan, Meenakari, and filigree with modern technologies such as 3D designing, the brand delivers intricate, versatile, and high-quality pieces. Their unique selling proposition lies in seamlessly fusing tradition with modernity, creating timeless masterpieces that reflect meticulous craftsmanship and innovation. Ansaa’s personalized approach and award-winning designs make it a trendsetter in redefining Indian jewellery.
The USP of Ansaa Jewellers lies in its ability to seamlessly blend traditional Indian craftsmanship with contemporary design sensibilities, creating jewellery that is both timeless and modern. Their designs stand out for their intricate detailing, innovative patterns, and versatility, including multi-use and reversible pieces.
• Are you planning to integrate AI in jewellery designing for your forthcoming collections?
Ansaa Jewellers is revolutionizing its design process by integrating Artificial Intelligence (AI) into upcoming collections. This innovation enhances precision, efficiency, and personalization by analyzing design data, market trends, and customer preferences. AI-driven tools will inspire unique patterns, streamline prototyping with 3D modelling, and reduce production timelines while ensuring accuracy. This strategic move reinforces Ansaa’s commitment to innovation and excellence, further solidifying its reputation as a pioneer in crafting exquisite and timeless jewellery.
• Details on manufacturing technology used to create high quality products that high level of detailing in design.
Ansaa Jewellers Private Limited employs advanced manufacturing technology to produce high-quality jewellery that stands out for its intricate detailing and exceptional craftsmanship. By integrating traditional techniques with state-of-the-art tools, the brand ensures precision and efficiency at every stage of production. Modern technologies such as 3D CAD (Computer-Aided Design) allow for the creation of detailed digital prototypes, enabling the visualization and refinement of complex designs before manufacturing. This ensures that each piece is crafted to perfection, meeting the brand’s exacting standards. The use of advanced casting techniques guarantees consistency in the intricate elements of each design, while precision laser cutting and engraving add fine details that elevate the aesthetic appeal of the jewellery. Additionally, Ansaa incorporates micro-setting techniques to achieve flawless gemstone placement, enhancing both durability and visual brilliance.
The fusion of these modern manufacturing methods with traditional Indian craftsmanship allows Ansaa Jewellers to produce exquisite pieces that reflect both heritage and innovation. This technological integration not only enhances the quality and detail of the jewellery but also optimizes production timelines, ensuring timely delivery of customized and exclusive pieces. Ansaa Jewellers’ commitment to leveraging cutting-edge manufacturing technology underscores its dedication to delivering exceptional designs that captivate and inspire.
• How do you stay ahead of design trends, and how do you balance timeless styles with contemporary trends?
Ansaa Jewellers consistently stays ahead of design trends, balancing timeless elegance with contemporary innovation Ansaa achieves this by continuously researching emerging trends, analysing customer preferences, and employing cutting-edge design technology. This approach allows the brand to anticipate shifts in the market and integrate them seamlessly into their collections, ensuring that each piece remains both on-trend and timeless.
• What are your plans with regards to your brand presence in the market, sales strategies if any? Kindly decode.
Ansaa Jewellers Private Limited is committed to enhancing its brand presence and expanding its reach in the global jewellery market through strategic initiatives. The company plans to strengthen its position by leveraging a multi-channel approach that includes both physical and digital platforms. This includes the expansion of flagship stores in key metropolitan areas and enhancing its online presence with an enriched e-commerce platform that provides a seamless shopping experience. The brand will employ targeted marketing strategies, such as digital advertising, social media campaigns, and influencer partnerships, to engage with a wider audience and build brand loyalty.
In addition, Ansaa plans to implement customer-centric sales strategies that emphasize personalized service and bespoke offerings. By using advanced data analytics and AI-driven insights, the brand aims to better understand consumer preferences and tailor product recommendations accordingly. To boost sales, Ansaa will introduce exclusive collections and limited-edition pieces that attract collectors and connoisseurs. Partnerships with international retailers and participation in global jewellery exhibitions will further bolster its reputation as an industry leader. With a commitment to innovation, quality, and customer satisfaction, Ansaa Jewellers seeks to establish itself as a premier choice for discerning jewellery enthusiasts around the world.
• What are the target cities/ regions you are looking forward to grow in terms of Distribution & Retail Network.
Ansaa Jewellers Private Limited has a strong presence in North India and South India, where the brand has established a reputation for high-quality, intricately designed jewellery. To build on this success, Ansaa is focused on expanding its distribution and retail network to include key cities in the western region of India. This strategic expansion aims to capture new markets and increase accessibility for customers who appreciate the brand’s unique blend of traditional and contemporary jewellery. Cities such as Mumbai, Pune, Ahmedabad, and Surat are being prioritized, as these locations have a robust consumer base with a strong affinity for premium jewellery.
To facilitate this growth, Ansaa plans to open new flagship stores and collaborate with high-end retailers to reach a broader audience. The company is also enhancing its digital presence, providing a seamless online shopping experience that complements its physical retail expansion. By leveraging targeted marketing campaigns and partnerships with regional influencers, Ansaa aims to deepen brand awareness and foster customer loyalty in these new markets. Furthermore, the expansion into the western region aligns with Ansaa’s long-term vision of becoming a prominent name in India’s jewellery industry. Through this strategic distribution and retail network growth, Ansaa Jewellers seeks to deliver its exquisite craftsmanship and unparalleled designs to more customers, solidifying its position as a leading jewellery brand in the country.
• As a leader in the industry, what advice would you give to someone starting a jewelry business today?
Ansaa Jewellers advises aspiring jewellery entrepreneurs to focus on quality, uniqueness, and market insights. Success begins with skilled artisans, high-quality materials, and a balance of traditional techniques with modern innovation. Leveraging technology like CAD and 3D printing enhances precision and enables intricate, custom designs. A strong brand identity, built through a clear vision and consistent storytelling, along with a robust online and offline presence, is essential for market reach and trust. Engaging customers via social media, influencer collaborations, and personalized experiences fosters loyalty. Remaining adaptable to trends and learning from industry leaders ensures long-term competitiveness and success.
• Future plans for the next 3 years—expansion of jewellery manufacturing facilities, new product lines etc.
Ansaa Jewellers has ambitious plans for the next three years aimed at bolstering its market position and enhancing its manufacturing capabilities. The company intends to expand its jewellery manufacturing facilities to increase production capacity and integrate more advanced technologies. This expansion will include the adoption of cutting-edge equipment and automation to streamline processes and ensure the highest standards of craftsmanship, further elevating the quality of its jewellery.
In addition to facility growth, Ansaa Jewellers plans to introduce new product lines that reflect the evolving tastes and preferences of its clientele. This includes expanding into more contemporary and innovative designs that appeal to younger audiences while still maintaining the brand’s strong connection to traditional Indian artistry. The new product lines may incorporate elements like sustainable and ethically sourced materials, catering to the growing consumer demand for eco-friendly and responsibly made jewellery.
Ansaa also aims to enhance its bespoke and custom jewellery offerings, providing customers with more personalized options that align with individual tastes and special occasions. The brand will continue to focus on enhancing its digital presence, with the launch of an improved e-commerce platform and targeted online marketing campaigns to reach a wider audience. Through these strategic initiatives, Ansaa Jewellers is poised to strengthen its leadership position, expand its reach, and offer an exceptional jewellery experience to an even broader customer base.
• Comment on Ansaa Jewellers diversification in other sectors.
Ansaa Jewellers, known for its exceptional craftsmanship and innovative designs, could enhance its brand and revenue by diversifying into related sectors. Expanding into luxury lifestyle products, fashion accessories, and home décor would allow Ansaa to leverage its design expertise and appeal to a broader audience. Potential ventures include high-end watches, handbags, and eco-friendly, sustainable offerings that align with modern consumer values. Partnerships in fine art, interior design, or wellness could further reinforce its commitment to craftsmanship and luxury. Maintaining quality, innovation, and brand integrity would ensure Ansaa’s success in new markets while preserving its core identity.
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In a year when the traditional diamond market is under pressure, a dazzling niche is quietly rewriting the rules of luxury investing: fancy color diamonds. From the cerulean depths of the “Mediterranean Blue” to the rarest blushes of pink, these gems are captivating collectors, connoisseurs, and investors alike—proving that true beauty, especially when rare, never goes out of style.
A Market Apart: The Allure of Rarity
While white diamonds are facing plummeting prices and dwindling demand, fancy color diamonds are enjoying a renaissance. Just last week, Sotheby’s sold the 10-carat “The Mediterranean Blue” diamond for a staggering $21 million, underscoring the robust appetite for these vibrant stones.
With fewer diamonds being mined every year, access—not just choice—is becoming the new luxury. Investors are increasingly turning to fancy colors because fewer and fewer diamonds are being mined today. We are approaching a point where acquiring a fancy color diamond will no longer be about choice, but about having accessThese diamonds continue to stand out as the ultimate way to preserve and protect wealth. They have always been a remarkable investment, and as time goes on, this asset class only proves its stability and long-term value.
Pink Diamonds: The Ultimate Trophy
Among fancy colors, pink diamonds are the uncontested queens. Their supply has been dramatically reduced in recent years. The legendary Argyle mine, once the world’s largest source of pink diamonds, closed in 2020. Sanctions on Russian diamonds have further squeezed the market, particularly for purples and other rare hues from the Sakha Republic.
A recent GIA survey of 90,000 certified fancy color diamonds revealed that a mere quarter of pinks possess the coveted Type IIa purity—diamonds virtually free of nitrogen, often with an ethereal glow. The rarest pinks, like those from India’s Golconda mines, owe their color to nitrogen, while the vast majority—99.5%—are colored by “plastic deformation,” a phenomenon where immense subterranean pressure creates those signature graining lines and breathtaking shades.
The Investment Case: Beauty, Rarity, and Resilience
As global uncertainty grows, fancy color diamonds are emerging as a new safe haven for wealth. Their price performance, scarcity, and timeless glamour make them irresistible. Auction houses are seeing healthy, stable demand, and private sales are thriving. The urgency to secure these gems is palpable, with buyers increasingly viewing them as both wearable art and a shield against volatility.
The Verdict
In an era where rarity reigns supreme and beauty is an asset class, fancy color diamonds are more than just jewels—they’re a statement, an investment, and a legacy. For those seeking the ultimate in exclusivity, the message is clear: the time to fall in love with color is now.
Russell Mehta reflects on the diamond industry’s evolution, noting a shift from romantic experiences to transactional purchases due to increased transparency and lab-grown alternatives. While the market faces fluctuations, natural diamonds retain intrinsic value, rarity, and emotional significance, distinguishing them from commodities like gold.
Consumer perspectives have shifted significantly over the 40years that I have been in the diamond business. When I started out in the early 1980s, buying a diamond was a romantic, emotional experience. Its mystique was linked to its rarity, its perceived uniqueness, and the joy of discovery during the shopping process. This traditional view of diamonds has shifted with the rise of certification, transparency, and the accessibility offered by the internet. The diamond market has become more commoditized, where consumers can compare prices, examine flaws, and get a better understanding of what they are buying, often without stepping into a store. The process of acquiring a diamond, once filled with romance, has become increasingly transactional.
Recent reports have raised doubts over diamonds as viable investments, often comparing them to gold or other financial assets. Unlike other luxury items, such as designer bags, diamonds’ value comes from a combination of art, history, and sentiment—an acquisition that can be passed down through generations. I own a diamond from my grandfather, and its value to me is immeasurable; no price tag could ever capture its significance.
Unlike gold, with which diamonds are erroneously compared to, or art, diamonds occupy a middle ground. While not as liquid as gold or as illiquid as art, natural diamonds retain intrinsic value over time.
For example, I have collected numerous works of art, but only a handful have appreciated significantly over two decades. This unpredictability does not make the art any less valuable to me, but it highlights the varied nature of investments. I cherish the stories behind my art collection—how I discovered each artist and acquired each piece alongside my wife. That does not mean diamonds do not serve as a form of security in times of crisis. History has shown that in turbulent moments, diamonds have been portable assets that can be used to re-establish stability.
The value of diamonds can fluctuate, but it doesn’t depreciate—nor does it get damaged—as quickly as other commodities. According to a Bain & Co report, on an average, prices have increased by 3% year-on-year over the last 35 years.
The rarity of natural diamonds will only grow, as their supply is limited. No significant new diamond deposits have been discovered in the past two decades and the current mines are gradually depleting. The natural pink diamonds that the Argyle mine in Australia produced over 30 years, for instance, are now coveted collectors’ items, providing extraordinary returns as the Argyle mine is now closed.
The introduction of lab-grown diamonds has added a layer of variety to the industry. These diamonds, created in a controlled environment, are more affordable and abundant compared to natural diamonds. While they share the same physical properties, they lack the rarity, preciousness, and emotional weight of natural diamonds. They follow Moore’s Law—as technology improves, their production becomes cheaper, their quality better, and their size larger—further reinforcing their status as a manufactured commodity, rather than a unique and naturally-available gem.
Their rise reflects the broader trend of commoditization in the diamond industry. Some consumers may be drawn to the lower price point of lab-grown diamonds. For example, it may work for the 25-27 year-old on his—dare I say—first marriage proposal. But for his 10th wedding anniversary, his gift would be the real thing, a natural diamond.
After an unprecedented boom in 2021 and 2022, the market has contracted, with the value of global retail-studded diamond jewellery declining from $90 billion to approximately $75 billion in 2024. This was due in part to slowing luxury demand in China and some cannibalisation from lab-grown diamonds in the U.S. While the diamond market may go through its cycles, the emotional and lasting value of real diamonds will continue to endure.
I see this as an industry that’s in the business of bringing joy to consumers, through birthdays, engagements, anniversaries and gifting. Life is an assimilation of memories, time spent with loved ones and natural diamonds are attached to landmarks in life. It’s the only commodity that’s a brand in itself.
– News Courtesy-TOI
by Jignesh Mehta – MD & Founder, Divine Solitaires
In a world of transient trends and mass-produced possessions, there remain a few timeless treasures that carry a value far beyond their material worth. A natural diamond solitaire is one such enduring symbol — an extraordinary gift of nature that offers more than just aesthetic appeal or technical excellence. It represents emotion, legacy, and an investment destined to shine through generations.
While the classic 4Cs — Cut, Clarity, Colour, and Carat — have long been the benchmarks of diamond selection, today’s discerning consumers are seeking more. Conscious buying behaviours and evolving consumer preferences are redefining luxury, and in this dynamic environment, the natural diamond solitaire continues to hold a singular, unassailable allure.
Emotional and Legacy Value: A Diamond Beyond Compare
A diamond purchase is rarely an impulse. It is often tied to significant personal milestones — engagements, anniversaries, or achievements that mark new beginnings. Increasingly, consumers are choosing solitaires not only to celebrate relationships but also to honour their own journey. Be it career milestones, personal growth, or financial independence, the emotional resonance attached to a solitaire makes it a cherished possession.
Legacy gifting is another rising trend. Families are investing in solitaire diamonds not merely as heirlooms but as financial assets for the next generation. These stones carry the dual value of sentiment and security, ensuring the bond of familial love endures alongside wealth preservation.
At Divine Solitaires, we have observed a deepening of this emotional connection over the years, as buyers seek possessions with meaning, permanence, and personal significance.
Light, Precision, and the Art of Brilliance
A diamond’s true magic lies not in its size but in the way it interacts with light. Its brilliance, fire, and scintillation, collectively termed as light performance which determine its visual splendour. Every cut, every facet, and every angle contribute to this captivating play of light.
At Divine Solitaires, we use advanced optical analysis to guarantee that every diamond meets the highest standards of light performance. Going beyond the conventional triple excellent cut, each of our stones showcases the perfect 8 Hearts and 8 Arrows pattern — a hallmark of flawless symmetry, alignment, and proportion that maximises sparkle under every light and setting.
Integrity in Certification and Grading
For the modern luxury consumer, fewer but finer possessions define true indulgence. Precision, authenticity, and transparency have become non-negotiable expectations. Divine Solitaires ensures that every solitaire undergoes a rigorous 123 parameters quality check process aligned with the highest global standards.
Our commitment to trust is further reinforced through detailed quality certification and India’s first-ever Nationwide Standard & Price Index for solitaires. This pioneering initiative brings unprecedented structure, consistency, and credibility to solitaire pricing — offering buyers the reassurance of lasting value and resale integrity.
The Unreported Factors:
Certain diamond characteristics like Hearts & Arrows, Luster, Overtones, Light Performance remain unseen to the untrained eye but significantly influence both aesthetic appeal and investment value. Excessive fluorescence, for example, can cause a diamond to appear hazy under UV light, while internal graining may affect its visual purity.
At Divine Solitaires, our meticulous curation process excludes diamonds with such imperfections. Our selection process ensures that every solitaire we offer upholds the highest standards of quality and educating consumers along the way about these finer, often overlooked nuances of diamond selection.
A Symbol in Beauty, Meaning, and Legacy
A Divine Solitaires diamond is more than an ordinary diamond. It is a symbol of technical brilliance, ethical assurance, and enduring emotional significance. Every stone is a promise to shine not just in the light, but through the memories, milestones, and moments that shape a lifetime.
As the world of luxury evolves, one truth remains: a natural diamond solitaire will always transcend its 4Cs, holding its place as an emblem of beauty, meaning, and legacy.
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