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SHEAURA JEWELS: A celebration of the feminine aura

Pritesh Mehta, Founder- SHEAURA JEWELS is a jewellery industry veteran with a career spanning 20 years. He is renowned in the industry for his leadership and business acumen at Raj Diamonds.His pioneering efforts in innovative design and adherence to premium quality in diamond jewellery majorly contributed to growth and reputation of Raj Diamonds. Pritesh Mehta spoke to JewelBuzz on starting his solo venture, SHEAURA JEWELS and his vision and roadmap for its future.

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SHEAURA: Signifying the celebration of the feminine aura

Our brand name SHEAURA JEWELS is a celebration of the feminine aura—a celebration of elegance, grace, power, strength and individuality of a woman. It denotes the multifaceted nature of womanhood. SHEAURA JEWELS seeks to inspire women to embrace their essence… embrace themselves.

SHEAURA’s specialty and product offerings

SHEAURA JEWELS, besides being specialists in South Indian style jewellery, is offering modern couture jewellery collections. These collections are carefully designed to appeal to the aesthetic sensibilities of millennials who seek stylish yet practical pieces that are neither overly ornate nor minimalistic. SHEAURA JEWELS will target innovative designs that strike a right balance—not too light, not too heavy.

New collections in the offering

The forthcoming IIJS SIGNATURE 2025 will be a platform for SHEAURA JEWELSto showcase their new collection—this will be a bridal collection and millennial design fusion. This fusion collection is expected to make a significant impact in the bridal jewelry market, appealing to modern brides with a taste for tradition and contemporary style.

Current market presence and expansion plans

Currently SHEAURA JEWELS is available across Karnataka, Mumbai & Maharashtra, Gujarat, TN, AP, Telangana. We now plan to move to Delhi to target North India, and also to MP. Our objective is to acquire corporate retailers in our client portfolio.

Expectations from the market

We are expecting a positive response to SHEAURA JEWELS. Given the consistent increase in prices of  gold which is appreciating as an asset, and  jewellery sales boom this festive season. There is a resurgence of demand in the Indian jewellery market. SHEAURA JEWELS recognizes the expanding role of the natural diamond jewelry segment in driving market growth. As consumers continue to seek sustainable luxury, natural diamond jewellery presents a key opportunity for us. Corporate retail chains will play a pivotal role as we move on an aggressive growth path.

Outlook for 2025

We have a positive outlook for 2025. We see innovative fashion jewellery, especially the lightweight segment performing well. lightweight fashion jewellery appeals to modern consumers seeking versatility, comfort, and elegance in their Jewellery choices. Jewellery in the Rs 1.5 to Rs 5 lakh range will see robust sales. Natural diamond jewellery segment will be one of the segments that will surge. South India style jewellery is an evergreen segment—it will always perform well. Its cultural heritage, intricate designs, and timeless appeal ensure sustained demand.

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JB Insights

Gifting That Lasts – How Gold and Silver Coins Bridge Heritage and Modern Life

Ketan Kothari , Director of Augmont

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Most people think of gifting gold and silver as a nod to nostalgia. In reality, it’s one of the few traditions that has outperformed every modern “smart” gift you can name. Long before fintech apps and inflation charts, Indian households treated these metals as portable wealth, a hedge against uncertainty, and a quiet transfer of wisdom from one generation to the next. That logic has not aged a day; rather, it remains even more relevant in a world where assets can be compromised with a password reset.

Ketan Kothari , Director of Augmont

What has changed is the way these coins look and live in our lives. Classic Lakshmi – Ganesh motifs now share space with clean, contemporary designs that feel at home in a digital world. The modern take on it makes each piece both timeless and current. Every coin carries its own story, turning family milestones into tangible memories while steadily gaining value as gold and silver prices continue to climb year after year. It is beauty and intrinsic value in one small disc. It is a heritage you can hold, and an investment built to last across generations.

Augmont brings this legacy to life with coins that pair high purity with artistry that honors tradition while embracing today’s aesthetic, offering a gift as enduring as the heritage it represents.

Why Choose Augmont Coins?

1. A Range That Resonates
From divine Lakshmi–Ganesh motifs to limited editions and unique designs in 24K and 22K gold and silver, Augmont offers a variety that suits every occasion. Each coin is crafted to celebrate moments that matter, whether personal milestones or festive rituals.

2. Stories Encased in Metal
These coins carry meaning at multiple levels. Many are tied to festivals, family traditions, or commemorative events, reimagining each piece as a memory that endures alongside its value.

3. Quality That Lasts Generations
Augmont coins are designed with precision and aim to withstand time. Their enduring craftsmanship ensures they remain beautiful keepsakes, ready to be passed down as family heirlooms while preserving their shine and value.

4. Trust You Can Hold
Every coin comes with 999 purity, BIS-certified refinery credentials, and secure packaging. Rigorous minting checks and transparent authenticity measures make each coin a reliable investment as well as a meaningful gift.

5. Versatility Across Life and Legacy
Whether it’s for a festival, a milestone, a special reward, or just a smart personal investment, Augmont coins fit naturally into the moment, carrying both meaning and value without ever feeling out of place.

6. A Legacy of Trust
Trusted by thousands of jewellers and millions of users across the country, Augmont coins have become a choice people rely on, not just for their value, but for the assurance they carry.

How Tradition Meets Technology

1. Timed for Auspicious Moments
Gold and silver coins remain the benchmark for occasions like Diwali, Akshaya Tritiya, and other auspicious events. With digital and quick-commerce platforms, these timeless gifts can now be bought and gifted instantly, without compromising the ritual.

2. Convenience Of Payment
UPI-enabled transactions bring efficiency without losing the emotional value of gifting.

3. A Platform Built for Today
Platforms like Augmont make it easy to combine tradition with today’s convenience, whether it’s setting up Gold/Silver SIPs, picking Gold/Silver coins online, storing them securely, or redeeming as per convenience. The old and the new come together without missing a beat.

Gold and silver coins have a way of staying with us long after the festival. They become part of the stories families live and share. A coin given at Diwali, added to a wedding trousseau, or exchanged to mark a milestone, holds memories, celebrates relationships, and marks achievements. Over the years, these coins carry the weight of tradition, the joy of moments lived, and the reassurance of foresight. By bringing the past into the present, they turn every gift into something personal, lasting, and truly memorable.

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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.

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