Rituu B Jhaveri, Founder, Rowa’s Jewels, discovered her passion for jewellery designing through her family’s deep roots in the diamond trading industry. However, it was during her time at IIM Ahmedabad, while studying luxury marketing, that her appreciation for jewellery truly evolved. There she realised that luxury is not just a fancy, opulent product, but a confluence of experience, narratives and high design.
Rituu Jhaveri’s foray into the world of fine jewellery is rooted in a rich family legacy. Her husband’s grandfather, Motichand Hirachand Jhaveri, was a trailblazer in the large diamond trade, establishing a reputation for excellence across Europe and the Middle East as early as 1931. This commitment to quality remains central to their business even today. The legacy was carried forward by Rituu’s father-in-law, Hemchand Jhaveri, and expanded further by her husband, Bhavesh Jhaveri, who introduced the family name to international markets with a focus on rare, fancy-coloured diamonds.
During the pandemic, she furthered her expertise by completing the “Marketing Luxury: Understanding the Complexities of a New World of Business” program at the Indian Institute of Management Ahmedabad, which broadened her perspective on luxury marketing.
For Rituu, jewellery making is an art – a balance between honouring heritage and embracing modern sensibilities.
Your family has been deeply involved in the diamond trade since 1931. How do you balance honouring this legacy while infusing your own creative vision into Rowa’s Jewels?
Growing up in a family with a rich legacy in diamonds instilled in me an early appreciation for craftsmanship, rarity, and the stories behind each gem. That legacy is the soul of Rowa’s Jewels. While tradition guides us, I bring my own creative perspective – one that values personalisation, modern design sensibilities, and the art of storytelling.
Whether it’s revitalising vintage pieces or working with fancy colour diamonds, Rowa’s Jewels is about preserving the essence of heritage while reinterpreting it for today’s collectors.
With your background in luxury marketing from IIM Ahmedabad, how do you incorporate these insights into Rowa’s Jewels?
My time at IIM Ahmedabad deepened my understanding of what truly defines luxury. It is rooted in authenticity, craftsmanship, emotional resonance, and storytelling.
These principles inform every aspect of Rowa’s Jewels—from the way we design our collections to how we engage with our clients. We prioritise thoughtful curation, rare gemstones, and personalised consultations that go beyond transactions to further genuine connection. Because today, true luxury is found in the experience, not just the object.
Your brand is known for personalised consultations. Can you share a memorable experience where a client’s story was inspired by a unique jewellery design?
One experience that has stayed with me was designing an anniversary piece for a client who wanted to celebrate her parents’ enduring love story. She brought in a vintage ring that had belonged to her mother and asked if we could incorporate it into something new – while preserving its sentimental value.
We carefully reworked the original diamond, pairing it with a fancy pink diamond to symbolise the emotion behind the piece, and created a pendant that could be worn every day. She was moved to tears when she saw it. That moment reinforced for me how jewellery is not just about beauty, it’s about emotion, memory, and legacy.
You emphasise the importance of preserving “karigari” and vintage jewellery. What steps do you take to ensure these traditional techniques remain relevant in today’s market?
Preserving karigari is a personal mission for me. At Rowa’s, we work with skilled artisans who specialise in jadau and meenakari. Many of them have been practicing their craft for generations.
We ensure that by combining old-world craftsmanship with modern aesthetics, we create pieces that feel both rooted and refreshing. Storytelling also plays a big role, when clients understand the history and artistry behind a piece, they value it more deeply.
Can you walk us through your creative process when designing a new collection?
Every collection begins with inspiration – it could be an architectural detail, a travel experience, or even a vintage heirloom. Following that, I work closely with my artisans to translate that vision into sketches, choose gemstones that align with the theme, and focus on the details that make each piece unique. We test structures, examine proportions, and ensure each design tells a story. For me, the most fulfilling part is when the final piece not only looks exquisite but also carries meaning and soul.
What were some of the biggest challenges you faced in launching and establishing Rowa’s Jewels, and how did you overcome them?
Launching Rowa’s Jewels meant stepping into a highly competitive and legacy-driven space. One of the biggest challenges was carving out an identity that was authentic while standing apart from traditional formats. Establishing trust, especially as a woman entrepreneur, took time.
I overcame this by staying true to my values and focusing on craftsmanship, building one-on-one relationships, and letting the quality of our work speak for itself. Technology also helped us grow by leveraging social media, storytelling, and digital consultations, opened new doors and built a loyal client base across geographies.
What’s next for Rowa’s Jewels? Are there any upcoming collections, collaborations, or innovations that you’re particularly excited about?
We’re working on an exciting collection that marries vintage motifs with futuristic silhouettes; jewels that pay homage to heritage while embracing bold new forms. I’m also exploring collaborations with artisans across India to spotlight rare regional techniques that deserve more recognition.
Another area we’re expanding is heirloom redesigning by helping clients transform legacy pieces into new creations that retain their sentiment but aligned with modern aesthetics. I find it such a fulfilling process. At the heart of it all, our goal remains the same, to preserve legacies, one story at a time.