Ahmedabad: Jewellery is no longer just for weddings and celebrations. With this changing trend in mind, Satva Gold has entered the direct-to-consumer (D2C) market with Jewelchic, a jewellery brand focused on contemporary 9KT real gold designs for everyday wear. The brand inaugurated its flagship store on Science City Road, Ahmedabad, marking the beginning of its journey towards building a national and international presence.
Built on the philosophy of “Everyday Chic,” Jewelchic aims to make gold jewellery an integral part of modern lifestyles. Its collections feature fashionable, versatile designs that complement different outfits, moods and occasions, enabling customers to express their individuality through jewellery.
The store opening was attended by nine women entrepreneurs from diverse backgrounds, celebrating their achievements and entrepreneurial journeys. The event brought together fashion, jewellery and entrepreneurship, reflecting the brand’s focus on confidence, creativity and self-expression. Actor Radhika Madan has been appointed as Jewelchic’s brand ambassador.
Dhruv Shah, founder of Jewelchic, said the brand aims to change the perception that gold jewellery is reserved for special occasions. He explained that contemporary designs and 9KT real gold would offer a new generation of consumers more opportunities to incorporate gold into their everyday style. Ahmedabad will serve as the starting point for the brand’s expansion across India and, eventually, international markets.
Co-founder Suhani Shah highlighted the importance of making jewellery shopping enjoyable, relaxed and personal. According to her, customers should be able to discover pieces that reflect their personalities, whether they are heading to work, meeting friends or celebrating a special moment. The flagship store has been designed to bring this philosophy to life through an engaging shopping experience.
The launch celebrations will continue on October 25, featuring creative activities for visitors. These include live sketches and caricatures by Al Art Gallery and a personalised perfume bar by Live Perfume Bar. Customers will have the opportunity to take home customised portraits and create their own fragrances, adding an interactive element to the celebrations.
With its emphasis on contemporary styling and accessible 9KT real gold jewellery, Jewelchic aims to connect with consumers looking for a blend of fashion, versatility and the timeless appeal of gold.
