Known for her poetic flair and love for rare gemstones, Chhaya Jain, the Founder Designer behind Sensuel Jewels, brings a new collection to the Select Club at IIJS Premiere 2025. Steeped in vintage influences yet styled for today, her pieces blend romantic detail with everyday wearability. In this exclusive conversation, she shares her creative process, evolving client preferences, and what makes her latest collection a standout at this year’s showcase.
You’re known for your romantic, gem-intensive creations. How do you strike a balance between bold artistic expression and wearability in your designs?
Most of my work is inspired by nature, and I veer towards organic and romantic fluid forms that are both beautiful and wearable.
Balancing the act between being strikingly original and designing for comfort involves many stages.
Since my designs involve intricate engravings, filigree work, and vintage touches such as antique-inspired settings or distressed finishes to add a touch of romance and whimsy, I have to pay a lot of attention to design elements and prioritise comfort by using smooth edges, rounded shapes and easy-to-use adjustable clasps.
Choosing the right gemstones that are not just beautiful but versatile and suitable for occasions & everyday wear, is another important exercise.
I also factor in the wearer’s personal style, preferences, and lifestyle to create a statement piece that is both romantic and wearable.
What’s inspiring your latest collection for the Select Club at IIJS Premiere 2025? Could you share a glimpse into what visitors can expect this year?
My latest collection at the IIJS Premiere 2025 is fascinating and inspired by the Vintage/Antique era. The key features of this collection include ornate patterns, clean lines, experimental textures, unconventional pairing of gemstones in terms of colour and cuts. I’ve incorporated classic forms such as Art Deco geometric patterns and Victorian-era florals, re-interpreted with a modern style that evokes a sense of nostalgia and romance.
Some popular jewellery styles this year include chic collars, brooches, necklaces, statement rings, understated medallion pendants and long, stylish, intricate chain necklaces with diamond motifs.
As a repeat participant in the Select Club, how has this exclusive platform impacted the visibility and positioning of Sensuel Jewels?
The Select Club, over the period of last three years, has become symbolic of the strength of innovation and quality of craftsmanship. It has certainly placed us among the best in the industry where these parameters are concerned.
The challenge for us is how we keep adding value to our brand year after year. Being among the best is also a great learning experience—both in terms of the visibility it provides us and the best practices other exhibitors are adopting across business verticals. This helps us incorporate some of those strategies into our own business, making us more competitive.
You often work with unusual gemstones. How do you decide which gem becomes the centrepiece of a design?
As a designer working with rare gemstones, which is my brand’s USP, several factors draw me to these unique stones and influence my decision when selecting a centrepiece for a statement design. I look for gemstones with distinctive characteristics, unusual colours, exceptional quality, exclusivity, and a striking cut, shape, and size. All these elements influence the design and overall aesthetic that I aim to achieve.
What’s your creative process like from concept to final form?
I draw inspiration from various sources like nature, art, history and personal experiences, based on which I develop a concept that I want to convey through the piece.
I start by sketching out ideas, exploring different designs while also considering factors like proportion, balance and harmony.
The next step is to select materials, textures, gemstones, and the overall colour palette that resonates with the story and design idea. I try and make the necessary changes to assemble the design and aim to adhere to the original concept. I create a collection that not only tells a story but also evokes emotions, creating a connection with the wearer.
Luxury consumers today are evolving rapidly. Have you noticed a shift in what your clientele is seeking-either in design, materials, or narrative?
Luxury jewellery consumers are indeed evolving rapidly, driven by shifting values, tastes, and technological advancements.
Storytelling has emerged as a key differentiator in the luxury segment. Today’s buyers seek a deeper connection—they want a compelling story behind a piece; the craftsmanship, the heritage, and the journey it represents.
With the growing influence of the digital world, my clients are increasingly drawn to unique, customised pieces that reflect their individuality. They value personalised experiences when commissioning bespoke designs. As for materials, consumers are open to embracing various shades of gold, precious and semi-precious gemstones like rubies, emeralds, lapis lazuli, morganite, tourmaline, etc. There’s also a growing appreciation—especially among millennials and Gen Z—for unconventional materials like wood, leather, rock crystal, and black onyx. These elements add a modern, artistic edge to fine jewellery that resonates with today’s style-forward buyers.