In a world where fashion changes by the season, jewelry remains one of the most personal forms of self-expression. The jewelry industry today is witnessing a shift toward authenticity, craftsmanship, and meaning, as more buyers move away from mass-produced pieces to those that carry stories, emotion, and artistry. Handmade jewelry, in particular, is having a renaissance—offering individuality and longevity in a market flooded with fleeting trends.
The Story Behind Jewelry by Divvya.
Founded in 2004 by Divvya Chugh, Jewelry by Divya began as a passion project born from a twist of fate. Divya, who studied philosophy and counseling psychology, was originally drawn to the world of art and painting. A chance jewelry-making class during a summer program in London changed everything. What began as a creative exploration soon turned into a full-fledged venture that has now been thriving for over two decades. Encouraged by her peers to use her own name, Divvya launched her brand with authenticity at its core, creating a line that reflects her love for craftsmanship and individuality.
From humble beginnings retailing in Ogaan and select stores, Divya gradually expanded her business into custom design, wedding jewelry, and heirloom redesigns. Her creations blend artistry with sentiment, allowing clients to reimagine old pieces while preserving their emotional value.
Craftsmanship, Quality, and Customization.
Jewelry by Divvya offers a wide range of designs including earrings, necklaces, bracelets, anklets, and head accessories. The brand also specializes in customized pieces and the redesign of vintage jewelry, often transforming family heirlooms into modern treasures. Unlike mass-produced costume jewelry, Divvya’s pieces are handcrafted in India with a deep focus on quality and durability.
The brand’s commitment to longevity is reflected in every design detail—from rhodium plating to premium finishing—ensuring each piece remains beautiful for years. Some clients still wear pieces created 15 years ago, a testament to the brand’s enduring quality. Divvya takes pride in offering competitive pricing without compromising on craftsmanship, proving that luxury can be both accessible and meaningful.
Mission, Vision, and the Road Ahead.
At the heart of Jewelry by Divvya lies a simple mission: to create jewelry that lasts a lifetime and brings joy each time it is worn. The brand stands for wearability, versatility, and emotional connection. Divvya’s philosophy emphasizes that jewelry should not be locked away for special occasions but enjoyed every day, whether paired with Indian or Western attire.
Over the years, Jewelry by Divvya has built a loyal client base across India, serving thousands of customers who value authenticity and design integrity. As the brand steps into its next chapter, Divvya envisions expanding internationally, bringing her handcrafted creations to a global audience. Her goal is not only to cater to Indian clients abroad but to introduce the artistry of Indian handmade jewelry to diverse cultures around the world.
To know more visit: https://divyachugh.com
INSTAGRAM: https://www.instagram.com/jewellerybydivyachugh/?hl=en
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