All that glitters is not gold. It may be silver. That is where Ahilya Jewels sought growth and with the intention to change the jewellery norms, it brought sterling silver into lime light. Ahilya designs draw inspiration from the rich Indian Jewellery heritage. Every region has distinctive designs and Ahilya is a synthesis of that heritage with contemporary styles.

Here are the edited excerpts of Swastika Tripathi’s conversation with Ahilya Jewels Founder Kajal Jain.

Q: Ahilya is quite a different name. Let’s start by understanding the meaning of ‘Ahilya’.

A: Ahilya in Sanskrit means “The Perfect One”. I loved the name because of its meaning. And also because of Ahilyabai Holkar – who was a strong woman and ruler. The name held a lot of strength, which is what I feel our brand exemplifies. We cater to a generation of women who make bold choices while staying true to their roots.

Q: Please tell us more about Ahilya Jewels. What are your products?

A: Ahilya Jewels is a range of handcrafted Sterling silver jewellery. They are heritage designs which are curated under the brand. Our products range from Rs. 1500 to Rs. 80,000 and we try to bring in something new with every line. Silver jewellery has always been given the step motherly treatment in India, because gold and diamonds become the norm as you grow older. With our products, we hope to bring Silver Jewellery into the playing field, and to show all the contemporary women that our silver, along with our designs are absolutely versatile.

Q: What kinds of Jewellery do you sell? Is it of gold, silver, platinum or any other kind?

A: We sell only Sterling silver jewellery. Most people who think of Sterling Silver jewellery presume that it is fake silver, or German Silver. I’d like for that to be clarified. Sterling Silver has 92.5%silver, with other alloys such as copper. 92.5% is the highest one can go in terms of silver content, since it is such a malleable metal. So, yes, we sell pure silver jewellery.

Q: Two major segments of the gems and jewellery business in India are gold and diamond jewellery. India and China are driving global demand for platinum jewellery. So what made Ahilya opt for Fine Silver Jewellery?

A: Like I mentioned before, we were well aware of this before we decided to do this, but our intention was simply to change things up a bit, and to bring it more in the limelight. You’ll see that a lot of women and men, including celebrities, now opt for silver jewellery, essentially because it is so versatile and fluid. That was essentially why. Moreover, there are very few national players in the Sterling or Pure silver segment and therefore low entry barriers. Most importantly, I personally love wearing silver and wear a lot of our designs. I feel it’s very important to do something you love and enjoy!!

Q: Which are your main markets? Are you also into exports? Which are the countries you export your products to?

A: Yes, absolutely. The US, UK, Middle East, Far east – we have sold everywhere. We have a payment option in Indian Rupees as well as United States Dollars for those who reside out of the country. We are also present on various platforms such as Amazon, Myntra, Snapdeal, and a few more in the works.

Q: Do you also sell to retail customers? If yes, where are your stores located?

A: We sell online only so that our customers come in from all over. We are not a brick and mortar store.

Q: What kind of product innovations do you offer to your customers?

A: We offer customization of products to a certain extent, because the sanctity of our designs are important to us, however things like, the length of a necklace, width of bangles, making rings adjustable etc. are all doable. Further, we offer gold/ rose-gold plating on all our products. We also try and source certain products for people especially if they have something specific in mind.

Q: How has been the performance of the company?

A: We are a start-up and only 5 months old – however the response has been incredible. We receive enquiries and orders from all over the world and it is both humbling and exciting to know that people recognize us and appreciate us for who we are.

Q: What are the new areas of opportunities that you are looking at?

A: As of now, we are working on expanding our marketplaces as well as increasing our reach and client base. However, we are looking into developing newer lines, establishing more categories of products, Omni channel selling, and maybe even other kinds of jewellery. These are all still in the works and it is still too early to say!