It has long been believed that diamonds are a girl’s best friend. Shivika Poongalia, founder of ITARA Jewelry, a luxury lab-grown diamond jewellery brand certainly agrees! In this candid chat, she speaks to Sunday Guardian about the changing landscape of diamonds and her growing brand.
Excerpts from an edited interview
Q: Please tell us about ITARA and your vision behind it.
A: ITARA Jewelry began a few years ago with a clear vision: to offer stunning diamond jewellery that is both environmentally conscious and socially responsible. As one of the pioneering lab-grown diamond brands in India, we recognized the industry’s shift and seized the opportunity to develop this space. Our specialization lies in creating exquisitely designed fine jewellery that is affordable and 100 percent conflict-free.
ITARA Jewelry seeks to introduce a new era of conscious luxury by weaving diamonds into daily life and in the celebration of every moment and milestone. We create delicate classics and versatile pieces to wear from day to night, as well as bespoke creations that complement you personally. Each ITARA Jewelry piece is made with care and unwavering commitment to quality and craftsmanship for jewellery that lasts a lifetime. Our ‘Engagement Ring Concierge’ service is created to celebrate your love with personalised attention to your diamond and design preferences. Transparency, ethical practice, and customer satisfaction are the pillars of our service.
ITARA was conceived and nurtured to reflect our commitment to building a sustainable future. We carefully select only the best colour and purity of lab-grown diamonds, to realise diamond-studded dreams, without compromise to the planet.
Q: How did this innovative idea come about?
A: ITARA Jewelry is the brainchild of its founding members. As a third-generation jeweller, I believe I bring an artistic vision and a forward-thinking approach centred around sustainability and innovation. I have previously worked at esteemed establishments such as Nykaa and Christie’s, and have a degree in business administration from the University of Southern California, as well as a certification from the Gemological Institute of America. My intention with ITARA Jewelry is to modernize diamond jewellery, catering to a generation that is more conscious of ethical and environmental impact, with a focus on creating truly beautiful pieces.
My partner, Rohaan, hails from the diamond hub of Antwerp, Belgium, and therefore, has a deep understanding of the industry from a young age. While pursuing his business education in New York City, Rohaan embarked on his diamond career. As a globetrotter and a certified diamantaire from the Gemological Institute of America, he gained valuable experience in Mumbai, New York, Guangzhou, and Antwerp. With a keen foresight in the lab-grown diamond space, Rohaan co-founded ITARA Jewelry and currently oversees the expansion of our New York operations, building ITARA Jewelry’s global presence. Together, we share a vision to provide a more affordable and ethical option for diamond jewellery.
Q: How do you stand apart from your competitors?
A: In a rapidly expanding industry where numerous brands offer lab-grown diamond jewellery, we believe ITARA Jewelry truly stands out. What sets us apart is our complete transparency with our esteemed clientele and our private services for bespoke jewellery. With a dedicated team based in New York and India, we provide personalized services that cater to every individual’s needs, whether it’s finding the perfect engagement ring, creating a special piece within a fixed budget, or bringing a dream design to life. Building lasting relationships with our clients, we ensure a deep understanding of their needs and visions, going above and beyond to transform desires into exquisite reality. We take pride in offering the best prices, the best value, and the highest quality, surpassing industry standards with meticulous quality control processes and exceptional
craftsmanship.
ITARA Jewelry’s vision is to lead the sustainable jewellery movement. We aim to expand our offerings while remaining dedicated to ethical sourcing and environmental responsibility. With a growing presence across India through pop-ups and exhibitions in major cities, as well as in New York City, we continue to position ourselves as the premium choice for lab-grown diamonds, emphasizing exceptional finish, unique design, and personalized service.
Customer satisfaction and trust are of utmost importance to us. We offer services such as polishing and minor repairs on all our products, ensuring customers can enjoy their jewellery for years to come. Additionally, we provide comprehensive certification for our lab-grown diamonds and jewellery pieces, including grading reports from the International Gemological Institute. Our dedicated customer service team is always available to address inquiries or concerns, ensuring a seamless and personalized shopping experience.
Q: What are some of your main offerings?
A: Our customers can choose from a wide range of cuts, clarity, and carat weights of carefully checked lab-grown diamonds for bespoke jewellery. Our prêt collection includes timeless classics and must-have pieces such as tennis bracelets, single line necklaces, signature eternity bands, and layering necklaces. Our designs are versatile and range from daily wear to cocktail pieces, suitable for both ethnic and western attire. Expanding our collections, we also incorporate precious coloured gems such as emeralds and fancy coloured diamonds. Our goal is to create conflict-free, heirloom-quality jewellery at affordable prices.
Q: What are the best ways to explore and purchase ITARA Jewelry?
A: Customers can explore our stunning collections and make purchases conveniently through our website. We also offer personalized consultations through email or phone, assisting customers in finding the perfect piece or creating custom designs that reflect their unique style and preferences.
At ITARA Jewelry, we believe that beauty and sustainability go hand in hand. By choosing us, customers can celebrate their love and personal style while making a positive impact on the planet. We invite you to join us on this journey towards a more beautiful and sustainable future.
Noor Anand Chawla pens lifestyle articles for various publications and her blog www.nooranandchawla.com.