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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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Education

The New-Age Jewellery Professional: Why Tech Education for Jewellery Industry is the Biggest Growth Driver

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The jewellery industry is no longer defined by craftsmanship alone. Today, it sits at the intersection of design, technology, sustainability, finance, branding, and global trade. As consumer expectations evolve and competition intensifies, structured education and continuous skill development are emerging as the most powerful growth catalysts for the sector.

For a dynamic industry like India’s jewellery market, education is not optional — it is strategic.

From Karigar to Knowledge Professional

For decades, the backbone of the industry has been generational craftsmanship. While this legacy remains invaluable, modern jewellery businesses now demand professionals who understand:

  • Gemology and diamond grading
  • CAD and 3D jewellery design
  • Retail management and consumer psychology
  • Digital marketing and brand storytelling
  • International trade compliance and tariffs
  • ESG and sustainability frameworks

Institutions such as the Gemological Institute of America and the Indian Institute of Gems and Jewellery have played a key role in formalising education pathways, helping transform traditional artisans and retailers into globally competitive professionals.

Trend Watch: Rise of Tech-Integrated Learning

One of the strongest education trends shaping the industry is technology integration.

  • CAD & CAM Training: Digital prototyping reduces costs and speeds up product development cycles.
  • AI in Retail Forecasting: Data-driven inventory planning is replacing intuition-based buying.
  • Blockchain Awareness: Traceability in diamonds and coloured gemstones is becoming a compliance requirement rather than a luxury.
  • Lab-Grown Diamond Expertise: As lab-grown diamonds gain market share, understanding grading, pricing dynamics, and consumer positioning has become critical.

Educational programs now increasingly blend online modules with hands-on workshops, enabling faster upskilling for working professionals.

The Bridal Economy & Consumer Education

India’s bridal jewellery segment continues to drive demand, but the modern bride is informed and research-oriented. She compares:

  • Natural vs lab-grown diamonds
  • Hallmarking standards
  • Ethical sourcing claims
  • Design originality

Retailers who invest in staff education see higher trust conversion rates. Well-trained sales professionals are no longer “salespeople” — they are consultants guiding life-defining purchases.

Financial Literacy in Jewellery

Another emerging area is financial education within the industry itself. With gold functioning as both adornment and asset, professionals must understand:

  • Gold monetisation frameworks
  • Hedging strategies
  • Commodity price cycles
  • Working capital management

Structured knowledge helps businesses move from being inventory-heavy traders to strategically managed enterprises.

Sustainability & Responsible Sourcing

Global buyers increasingly demand proof of ethical sourcing and environmental compliance. Education around responsible mining practices, supply-chain transparency, and ESG reporting is becoming central to export competitiveness.

Industry bodies such as the Gem & Jewellery Export Promotion Council regularly conduct seminars and workshops to align Indian exporters with evolving global standards.

The Future: Hybrid Skills Will Win

The next generation jewellery professional will not be defined by a single skill. The future belongs to those who combine:

  • Design sensibility
  • Technical expertise
  • Business acumen
  • Digital fluency
  • Ethical awareness

For a sector contributing significantly to India’s exports and employment, education is the bridge between heritage and high growth.

Knowledge is the new luxury. As the jewellery industry transitions into a more organised, tech-enabled, and globally integrated ecosystem, continuous learning will determine who leads and who lags. The sparkle of the future will not just come from diamonds — it will come from informed minds shaping the industry.

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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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