Founded in 2019 by Chahat Shah, Svaraa was built around the idea of new-age jewellery. By new age, we mean jewellery that's made for individuals with a taste for modern diamond jewellery that can be worn daily.
Svaraa grew out of the Kalamandir Jewellers family business in Surat. This is the story of how Svaraa approaches jewellery design, craftsmanship, quality and customer experience.
The Thinking Behind Svaraa Jewels
Svaraa started with Chahat Shah’s background in the family jewellery business at Kalamandir Jewellers. The brand came out of that exposure and with the recognition that Surat was becoming a leading centre for lab grown diamond manufacturing.
The brand’s answer was to put the facts in front of the buyer. Beyond an assortment of images and videos showing the product from every angle, each product lists accurate specifications, including diamond cut, colour, clarity, and carat weight.
From its first store in Ahmedabad (Shivranjani) to its most recent store in Pune, Svaraa has grown and evolved to meet customer needs. This is why Svaraa also makes custom pieces for customers who want to build designs around their own ideas.
Why Svaraa Focuses on Lab Grown Diamonds
Svaraa was founded to offer customers an alternative to mined diamonds, with jewellery choices across different designs, specifications and budgets.
The diamonds have essentially identical chemical composition, crystal structure and physical properties as natural diamonds; however, their origins differ.
For users, this creates an opportunity to compare jewellery pieces based on factors such as diamond specifications, metal finish, gold purity, and overall design.
Understanding each of these diamond and metal specifications helps customers explore individual jewellery pieces with greater clarity.
More Than Diamonds: The Svaraa Jewellery Philosophy
Every jewellery purchase comes with different considerations. Some customers look for pieces they can wear daily, while others look for designs for festivals, engagements, gifting, or personal milestones.
With 1000+ designs that spread across rings, earrings, pendants, necklaces, mangalsutras, nose pins, bracelets and bangles, Svaraa offers different ways to incorporate lab grown diamonds into personal style.
Rather than pushing one style, Svaraa offers multiple designs so customers can choose by occasion, budget, diamond quantity, product weight, metal purity, metal finish, style, diamond shape, and diamond carat.
Earning Trust Through Transparency
Trust in jewellery depends on what you can verify. Customers need to understand the specifications, documentation available for the diamonds, and the policies and terms that apply after making a purchase.
Diamond grading documentation is provided with every Svaraa diamond product and is issued by the DGLA or IGI. Each jewellery certificate provides important details about:
Certificate number (which can be cross-verified on the certifier’s website)
Diamond shape and cut
Weight
Colour
Clarity
Svaraa offers a 15-day money-back policy and 100% value on exchange and buyback. Communicating these crucial details is an opportunity for Svaraa to support customers during the decision-making process.
Rather than expecting a customer to rely on product appearance alone, the shopping experience should help them compare and evaluate products and information relevant to their choice.
Bringing New-Age Jewellery to More Customers
As jewellery preferences are constantly evolving, some customers prefer to research online while others want to see each piece in person.
Svaraa's omnichannel business structure, which includes a jewellery e-commerce website and physical stores, provides different ways for customers to explore collections and products.
Our stores are present in Surat, Indore, Mumbai (Borivali), Ahmedabad (Shivranjani and Sindhubhavan) and Pune.
All product specifications are available digitally to support initial research before in-store interactions help customers assess designs and discuss their personal style.
The aim is to make product discovery and selection more convenient without losing sight of the personal side of jewellery purchasing.
Design & Craftsmanship
Svaraa chooses practical designs that are created with customers in mind. Whether it's for home, the office, or special events, our designs are made for daily wear as well as occasions.
From the drawing board, our design team assesses each render for feasibility before passing it on for expert craftsmanship, forging and finishing. This ensures that even in the design stage, emphasis is placed on wearability, weight, and stone placement.
An example is our 9Kt jewellery collection that's aimed at people looking for lightweight pieces for wearing daily. The entire catalogue is designed to be appealing and offer a diverse array of designs without exceeding most budgets.
Quality: Checked and Re-Checked
At Svaraa, our promise to customers is based on more than just design and craftsmanship. Materials, finish, and overall craftsmanship are crucial to our brand story.
Our products undergo a thorough inspection to align with our quality standards across all categories. Quality executives check each jewellery piece for the following issues:
Missing stones
Quality of diamonds (checked against clarity mentioned on certificate)
Stone setting imperfections
Metal polishing and finish
Broken or weak clasps/closures
Weight (compared with product specifications)
Our quality process doesn't start and end at the manufacturing unit; it's a continuous process that's spread over three main checkpoints to reduce the chances of defective pieces ever reaching the customer.
On Arrival
Products from the manufacturing unit are checked for any physical defects and potential issues. Pieces that fail the inspection are returned to the manufacturer.
Before Dispatch
Our quality team checks products again before dispatching them to the customer (if bought through our e-commerce website).
In Store
When products are distributed to stores, the store staff inspect each piece when it arrives and cleans it before putting it on display.
The People Driving the Vision
Behind every jewellery brand are people who drive the vision, making important decisions about technology, products, designs, customer experience, and day-to-day operations.
Svaraa's journey under founder Chahat Shah has provided an opportunity to explore how these elements combine as the business develops.
Customer feedback has been integral to shaping the range, from gold purities to diamond shapes.
As part of the wider Kalamandir group, Svaraa can also draw on the 39 years of established jewellery retail experience while building its own approach to new-age diamond jewellery.
Svaraa continues to use customer feedback and its jewellery retail experience to refine its designs, product information, and shopping experience.
Looking Ahead: Continuing the Svaraa Journey
Building and scaling a jewellery brand is an ongoing process. It involves several processes, including listening, learning, and improving, to benefit the customer.
Customer expectations, consumer habits, and design preferences will continue to change, creating opportunities to improve jewellery and influence how it is designed, presented, understood, and purchased.
As the lab grown diamond market expands, Svaraa plans to add more stores to its portfolio and continue adding new collections backed by specifications, giving customers more options when finding the 'right' piece for them.