Sangeeta Boochra, a renowned jewellery designer, joined her father-in-law’s business and founded her eponymous label in 1994. A strong advocate for preserving arts and crafts of traditional jewellery, she leads a team of 2,000 skilled artisans, handpicked to create distinctive silver jewellery collections.
Sangeeta Boochra’s silver jewellery brand is driven by a mission to skill, upskill, and empower artisans, enriching their lives. Rooted in a legacy dating back to 1897, the parent company was founded by Seth Kistoor Chand Boochra as a bullion trading firm in Jaipur. In 1960, his son, Seth Lalit Kumar Boochra, expanded into jewellery making. Sangeeta, his daughter-in-law, later joined the business, spearheading a large-scale community development program to support and sustain artisans.
Managing a team of 2,000 artisans while ensuring they continuously upskill to keep pace with evolving trends is no small feat. Could you share insights into this journey?
I make it a point to constantly interact with traditional jewellery artisans, giving them the right direction, to help create designs that blend traditional and modern sensibilities to make it more versatile.
My aim is to showcase the brilliance of Indian jewellery to the world through my creative vision.
To handpick craftsmen, I have travelled extensively into the interiors of India, worked along with them, understood their ancient craftsmanship, and, in turn, with the help of master craftsmen around Jaipur to put it into practice.
Are they all concentrated in Jaipur, or spread out across India?
We work with artisans from states like Gujarat, Madhya Pradesh, Assam, Tamil Nadu, Rajasthan, Uttar Pradesh, Jammu & Kashmir, and Odisha, among others. Each region contributes its distinct techniques, patterns, and traditions that have been perfected over generations. Whether it’s the intricate metalwork from Gujarat, the vibrant motifs from Madhya Pradesh, or the delicate filigree from Odisha, every artisan adds their own touch to the process.
Once these diverse elements are crafted, the pieces are brought together and unified in our Jaipur factory, where the final designs are carefully completed. This fusion of regional artistry results in unique jewellery pieces that reflect India’s rich cultural heritage, making every creation from Sangeeta Boochra a one-of-a-kind piece.
Is all your jewellery made by hand?
Every piece of jewellery made by us is a labour of love, handcrafted by master artisans who possess generations of expertise. Our artisans work from the heart of India’s villages, as well as from their homes in Jaipur, where we have our factory. Each creation is an embodiment of their skill, passion, and cultural heritage, bringing together the finest craftsmanship from both rural and urban India. Whether they are working in the peaceful interiors of a village or the bustling streets of Jaipur, our artisans pour their dedication into each design, making every piece totally unique.
What crafts do you generally use?
We celebrate the rich diversity of Indian craftsmanship, and our jewellery is a beautiful fusion of various artistic traditions that have been perfected over centuries.
One such form is engraving detailed patterns or motifs directly onto the surface of the jewellery. It requires great precision and skill, with artisans using fine tools to create texture, depth, and unique designs that tell a story.
Another important technique we use is filigree, a delicate form of art using fine threads of gold or silver. This ancient technique requires remarkable patience and attention to detail, as the artisans carefully weave, twist, and solder the metal to create beautiful, airy designs that feel both lightweight and luxurious. The filigree work in our jewellery adds a timeless elegance to each piece.
Tell us more about your Community Development Programme.
In 1998, I along with my father-in-law Seth Lalit Kumar Boochra jointly launched the Community Development Programme to empower unskilled rural artisans through skill training and fair employment. This initiative provides doorstep training, ensures fair wages, and upholds ethical practices like no child labour or exploitation. Beyond livelihood, it supports artisans with healthcare, education, sanitation, and even financial aid for a daughter’s marriage per artisan’s family.
The program connects artisans to global markets, enabling them to showcase their work internationally. By employing craftsmen from India’s remotest regions, the model eliminates commuting challenges by delivering raw materials to artisans’ homes and collecting finished pieces for quality checks and further processing.
This grassroots network spans 400 villages and supports 25,000 artisans, promoting financial independence, especially for women who traditionally lack work opportunities. Artisans set their own schedules, ensuring work-life balance while maximising productivity.
How important is sustainability for your enterprise?
Sustainability is deeply woven into the fabric of our brand philosophy. We believe that beauty should not come at the cost of the environment or future generations.
We source our materials responsibly, ensuring that our metals and gemstones are ethically mined and obtained from trusted suppliers who adhere to fair practices. We also focus on using recycled metals, reducing the need for new mining, and minimising environmental impact.
Our jewellery is handcrafted by master artisans, and we help preserve traditional craftsmanship while providing fair wages and supporting local communities. Many of our artisans come from rural areas, where we create sustainable livelihoods that empower them to continue their craft in their own homes or within their local surroundings.
We’re committed to both the art of jewellery-making and preserving the world we live in.
Is silver jewellery making attracting newer generation or is it still run by old guard?
We’ve seen a remarkable shift in the silver jewellery landscape. While traditional artisanship remains at the core of what we do, we’re witnessing a growing interest from the newer generation in silver jewellery.
The younger demographic values craftsmanship, and they’re more inclined to embrace silver jewellery that blends traditional techniques with contemporary designs. This fusion of old and new has given silver jewellery a fresh, vibrant appeal, and it’s exciting to see how the younger generation is shaping the future of this craft.
At the same time, the mastery and expertise of the older generation of artisans continue to play a crucial role in preserving the traditions and techniques that have been passed down through centuries. So, while silver jewellery is attracting a new wave of admirers, it’s the combination of experience and innovation that keeps it thriving.