Radhika Chitalia’s passion for design found expression in Joules By Radhika, a luxury fashion jewelry brand based in Mumbai. The brand has an extensive collection of contemporary and western jewelry.
Down Memory Lane
Radhika liked jewelry from her college days because she was also working for her family business, making diamond jewelry. She did a course in jewelry design, and then learned merchandising and production methods in the jewelry industry to understand various aspects of jewelry making.
“I worked closely with worldwide jewelry brands, designing, conceptualizing, and manufacturing luxury designer jewels for them,” Chitalia said. “After eight years of experience in designer diamond jewelry, I established my own luxury jewelry brand.”
Her experience from working with renowned jewelry design labels worldwide, coupled with her love for colorful jewelry, led to the inception of her own luxury brand.
Chitalia said “For me, it is about pursuing my passion rather than just doing a task. JBR is a luxury brand that celebrates meticulous artistry through timeless jewels and accessories.”
Making a Mark
Joules by Radhika entered the business of jewelry 15 years ago, exporting jewelry to wholesalers across the globe. This ability to create beautiful artistic designs has given the brand a distinct name that stands apart in the industry.
“With each piece of jewelry crafted with the highest quality and precision, our collection of designer jewelry exudes vogue and individuality,” she said. “Combining different forms of artwork, our passion and knowledge about a variety of raw materials and color stone jewels along with our meticulous craftsmanship, results in classic, charismatic and timeless designs that each individual can interpret and wear in their own unique way.”
A year ago, the brand started a pret line of jewelry for modern wear under the brand name “Urbature.”
“A deep understanding of the aesthetics of jewelry making gives me a unique design approach,”Chitalia said. “Most of my creations are awe-inspiring with a touch of my personality.”
Joules by Radhika specializes in necklaces and earrings, and rolls out a new collection every month. The brand targets women who aspire to look different and who do not scrimp when it comes to quality and design.
“Our collection is an amalgamation of traditional meenakari work with kundan polki, studded with superior quality semi-precious stones,” Chitalia said. “You can style this with your any-day festive go-to look with combinations of colors.”
The recently launched pearl collection has a unique layering, combining pearls and agate beads to give it a luxurious look that is both ethnic and modern contemporary. Every piece is designed in a different way, breaking the monotony of traditional designs.
Woman on Top
A mother with two young daughters (who have been very understanding of her passion), her husband’s support has been the wind beneath her wings, she said.
Chitalia said that nothing has been challenging in her journey. It may help that she practices yoga and meditation every day, keeping her balance as she expands her business.
“I look at every minute detail of jewelry, which reflects in my customer’s experience,” she said. “This is what gives a boost to the designing game. My passion is my inspiration. My family’s diamond jewelry business inspires me to give the best quality materials. My customers’ responses inspire me to break away from typical traditional designs and always offer something different. Designing with different colored raw materials and kundan gives me a high.
“We are expanding our product line soon will be rolling out affordable everyday designer diamond jewelry,” she said. “Our plans for expansion includes franchisee models for our brand all over the country so that jewelry is available in stores for customers to have a real-time experience.”
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