As a kid, Siddhi was always fascinated by all kinds of jewellery. Two years ago, when the world was in lockdown, she took a leap of faith and launched her jewelry line, Savitri Jewels. “Savitri was my grandmother’s name, and I felt that keeping this name would also somehow bring good luck to the brand and me,” she says. “My jewellery is highly influenced by Indian culture. I also take a lot of inspiration from the cultures of different states and various craft forms that come with them. The jewelry designer shares her super minimal skincare routine and a beauty product she can’t live without.

What is your earliest jewelry memory?

Getting my ears pierced when I was about four years old, and then my grandmother got me gold earrings. I believe those were my first pair of jewellery. 

When did you discover your love for jewellery?

Coming from a business family, I was always around jewellery. As a kid, also I used to love dressing up in my mom’s trinkets. I loved wearing anklets as their sound was music to my ears. However, I like purchasing jewellery more than wearing it.

Why did you decide to launch your label?

I had always wanted to do something that belonged to me. Even during my college days, I always wanted to do something of my own. I was inclined towards apparel even though my father always pushed me towards jewellery. When the world was under lockdown, I finally had spare time on my hands, and that’s when I decided I should start the Jewelry brand. I just started it with a few rakhis on Instagram, and the response was so good. It gave me the motivation to go forward with it.

Why jewellery and not apparel?

Coming from a family of jewellers, I grew up fascinated by all kinds of jewellery. My grandmother, or as “badi mumma” I would call her, would save up money to buy jewellery on all occasions since it’s also considered auspicious. So starting a jewellery business seemed like a good idea to me. All the inspiration comes from my grandmother, and each piece I sell is a tribute to her.

What’s the story behind the name of Savitri Jewels? 

As I said, everything in my jewellery brand is inspired by my childhood with my grandmother, so how could its name be anything else other than my late grandmother’s name. Savitri was my grandmother’s name, and I felt that keeping this name would also somehow bring good luck to the brand and me.

Being a small business owner, what kind of struggles did you have to go through initially?

I had to really struggle with creating my brand value with people. My brand is pure silver jewellery at affordable prices. Many people think that it’s fake silver. Then, I also struggled a lot with sales and recognition because of the ongoing pandemic. Being a small homegrown brand, it gets a little difficult at times since I work on advance basis with all my kaarigars. 

What have these challenges taught you?

I realized that being financially independent and fluent is very important, especially for female entrepreneurs. It is very important to be updated with all the updates and requirements for taxes and govt policies. It’s impossible to go back to your CA or someone else to ask such questions. And also, people make a fool of you if they know you are not aware of such policies. I also realized how important it is to maintain quality over other things. If my brand has good quality products, my customers will come back to me❤️

What has been the most exciting highlight journey so far?

When my customers come back to me telling me how much they loved their purchases and would shop again. That just makes my day! So far, I haven’t got any negative feedback, and I hope to always make all my customers feel happier! I want this to be a people’s brand more than a jewellery brand.

Where do you get the design inspiration for your jewellery?

 All the things around me, all the jewellery trinkets of my mother and grandmother I grew up with, are my biggest inspiration. Most of my jewellery designs have elements that remind me of my grandmother.

How does Indian culture influence your jewelry collection?

 I take a lot of inspiration from the cultures of different states in India and various craft forms that come with them. Every collection is made using some form of cultural jewellery technique. It’s also crafted keeping in mind our country’s cultural heritage. My temple collection is especially inspired by India’s goddesses and is also my best-selling collection. 

How would you describe your collections? 

Since each piece of jewellery I create is very close to me, I want everyone who purchases from Savitri Jewels to feel the same. Our jewellery is more than just another piece of accessory. It’s meticulously handcrafted to last for generations to become heirlooms ultimately.

How do you make your jewellery sustainable? 

All our jewellery is crafted in 925 silvers. This not just makes the products durable but also an investment. We are trying to limit our use of plastic as much as possible, and we try to follow fair practices with our labour. I believe sustainability should not just be limited to the environment but also to the people who are associated with us. The people whom I work with are like my family.

How do you hope a woman feels when wearing your jewelry?

I want a woman who wears Savitri Jewels to feel more confident and bold yet connected to her roots and heritage of her culture. This is also the thought behind creating each piece of jewellery here. All my pieces are stylish yet minimal and have some element of culture and heritage. Plus, every piece I make is like a tribute to my grandmother. 

How would you describe Savitri Jewels in one word or sentence?

Grandmother’s love in the form of jewellery. 

What are you most passionate about in life?

 Being happy. I want to live a happy, content life no matter if I earn in lakhs or crores. I don’t want my happiness to depend on any materialistic thing or money. I just want to be happy with the people I love.

Apart from being a fabulous jewellery designer, you are also a fashion buyer. So, tell me, what does a day in the life of a fashion buyer look like?

 It’s not as glamorous as it sounds. My day revolves around speaking with my vendors to get my products and then working on the backend data. But what I love about it the most is that I get paid to shop for my company!

Do you have a fashion role model?

 It keeps changing. Right now, I am crushing over Hailey Bieber’s fashion sense. It’s so chic and relatable. People like me can easily recreate those looks and actually go outside. That’s what I love about her style. It’s chic and comfortable.

What’s your favourite style to wear?

 T-shirts and denim. I’m someone who would keep comfort over fashion always! So my wardrobe is filled with lots of quirky and graphic t-shirts and different fits of denim.

What does your style say about you? 

Accessible. I like to keep my comfort first; I believe that makes me seem accessible to people.

Do you have any favourite places to shop?

 Not really. I buy stuff from wherever I find good products. I’m not someone who only shops from particular places or brands. I do love to discover new brands, though. I also love online shopping. It has made my life SO much easier. Also, I always prefer buying from a small business.

Let’s talk skincare. What’s your daily skincare routine like? 

I am not much of a skincare nerd, but one thing I can’t live without is sunscreen.

 My AM routine is pretty basic: cleansing rose water, moisturizer and sunscreen. I replace my rose water with a light toner and a few drops of almond oil in the night. I use cleanser, toner, moisturizer and serum from Minimalist.

What about makeup?

 I’m not a makeup person. And honestly, I don’t know how to apply it. But I do love buying lipsticks. I’m a proud lipstick hoarder! I get my concealer and lipsticks from Kiko Milano. And the rest of the makeup I prefer using from The Body Shop. I LOVE their products. 

How do you care for your hair? 

I have a very busy lifestyle, which has now started to show on my hair. But whenever I get time, I apply some homemade hair masks. I don’t like using products with many chemicals or going to a salon spa. I make hair masks at home using curd, egg, honey and apply them to my hair.

How do you practise self-care in your life? 

I make sure I always take time for myself every other weekend and indulge in some skincare face packs. For me, a self-love Saturday is a morning face mask, followed by a cup of tea with my mom or just ordering in some yummy food. I’m pretty minimal when it comes to self-care. 

Your most treasured beauty item? 

Sunscreen, concealer, and lipstick!

A styling/beauty tip that changed your life. 

I always wash my face with water first and then gently pat before applying moisturizer. It makes your skin look softer and hydrated.

What small things make you feel beautiful? 

Being an introvert being confident around new people makes me feel beautiful.

Do you have a beauty philosophy/mantra? 

Yes, I like to keep things that I apply on my face as natural as possible. I love my homemade face and hair masks.

Do you have any fun hobbies? 

I LOVE dancing. I haven’t been able to join any classes in a long time because of my work, but dancing is a stressbuster. I have also very recently started sketching and painting.

What’s your favourite book? 

The White Tiger by Arvind Adiga. That is one of the books that has stayed with me since I read it. It somehow just makes you believe that if you’re ready to work for things you want in life, there’s nothing that can stop you. Obviously, apart from the murdering people part 😂

Thank you, Sidi.

P.S. More women reveal their beauty secrets, including a pastry chef, and a linocut artist.