Women have always had a special relationship with jewellery. Often considered a symbol of femininity and even social status, it helps many women feel confident, stylish and beautiful. Jewellery has the ability to highlight women’s personality and bring out the best features when wearing the right pieces for the right occasion. These little trinkets can adorn every part of the female body be it necklaces, earrings, bracelets, rings, anklets and even head gear, making it one of the most coveted possessions known to man.
Taking this affinity for jewellery to another level are sisters Priti Mehta and Dipti Shah who use their creativity and passion for jewellery to create pocket friendly jewellery pieces for every kind of woman. Their venture, All That Glitters is a fine jewellery brand made from 18K hallmarked gold studded with Swarovski stones and moissanite (polki). One of the most unique features of the brand is the ability to customize each piece as per your requirement allowing the personality of each woman to shine as bright as a diamond.
The two sisters operate through South Mumbai’s Charni Road where they display their products. “We are both from a commerce background and began this venture at 38 years old with an initial investment of Rs 2 lakh. Natural diamond jewellery is very expensive and most people find it difficult to afford. But since jewellery is so well loved by most women, we thought that we could provide the same experience at a fraction of the cost. So we decided to create hallmarked 18k gold jewellery using Swarovski stones and moissanite diamonds,” says Dipti.
Just like no two women are the same, jewellery too must speak to the soul of its wearer. It almost becomes a part of a woman’s identity making it a unique symbol that gives a glimpse into her mindset. In order to achieve this, All That Glitters offers complete customization of its pieces allowing customers to gain autonomy over the final look of the piece. “We strive for innovation and love to surprise our clients with our creativity. We like to think out of the box and design a collection that will appeal to every kind of woman. Be it bold and unique or delicate and demure, you can find every kind of aesthetic in our repertoire,” reveals Priti.
Since the stones used are ethically sourced, they prove to be a sustainable option for the environment at large. The brand aims to beautify the world with their creations in an ethical and sustainable fashion. “We conduct ourselves in an honest trustworthy and ethical manner at all times. We are totally dedicated to the pursuit of perfection. We are committed to protecting the environment and maintaining respectful relations with customers, partners, suppliers’ employees and communities,” says the founder.
All That Glitters has successfully completed 10k orders since its inception in 2017, shipping across India. Surbhijyoti and Divyanka Tripathi are some of the celebrity clients that have loved their products from All That Glitters. In the next 5 years the brands aims to have a global presence and more than 1 million followers on their social media channels.
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