Since ancient times humans have worn adornments as a fashion statement as well as a way for self expression, being it for traditional reason or spirituality.
Jewelry is one of those adornments and nowadays they are so popular that the Jewelry industry is currently one of the most profitable world wide with a projection to amount US$76.77 Billion in revenue in 2023 .
In the midst of this thriving global industry, there emerges a unique voice that seamlessly blends the rich tapestry of Indian tradition with the contemporary flair of Western design. Meet Pooja Varma, the visionary force behind Anaia’s Jewels, a brand that transcends mere accessories to tell a story of cultural fusion and individual expression.
Pooja was born and raised in India and then moved to Dubai in 2007. After getting her MBA in HR, she started working for Chalhoub Group, handling brands such as Parfums Christian Dior and Makeup Forever as a Senior HR generalist from 2012 to 2018.
To have more time to take care of her child, she decided to make a career change and in 2020, she started Anaia’s Jewels.
Driven by a deep appreciation for Indian heritage and culture, Pooja draws inspiration from India’s most brilliant designer Sabyasachi and, Bollywood and the rich artistic legacy of her home country, infusing traditional designs and techniques into each meticulously crafted piece. The result is not just jewelry; it’s a harmonious symphony where the past meets the present. The intricate details, reminiscent of India’s vibrant history, are woven together with modern aesthetics, creating a collection that resonates with those seeking more than just ornaments.
As a way to give more exposure to other Indian designers, Pooja not only designs the pieces herself but, she also works in collaboration with very talented artists from Gujarat and Jaipur in Rajasthan, places famously known globally for their intricate designs, vibrant colors, and the use of precious and semi-precious gemstones. The city is home to many skilled artisans and craftsmen who specialize in traditional Rajasthani jewelry making techniques such as Meenakari, Thewa and Kundan, which is the style that is most present in Pooja’s work.
As a way to create a more personalized piece that best fits the personality and vision of the clients, Pooja and her team at Anaia’s Jewels include the customers into the entire creative process, getting the inputs of what exactly are their customers’ vision for the pieces they want. From ideation, sketching and creation of the plates to manufacture of the jewelry, they bring the client to be part of the entire workflow and this framework is what makes them different, projecting Anaia’s Jewels to new heights and making them one of the most promising jewelry companies in the market right now.
As Pooja and her team at Anaia’s Jewels work on their upcoming collection which comprises Jadau jewelry, Pooja shows us that her commitment to the seamless integration of tradition and modernity is not merely a business strategy but a testament to her belief that each piece should tell a story. As Anaia’s Jewels continues to make its mark on the global stage, it does so with a purpose: to redefine the narrative of adornment, making it a personal journey of self-expression, heritage, and timeless elegance.
