Ashish Udani, Founder, D’yne Jewellery, shares his thoughts about infusing unique traits in each and every piece of the jewellery, and emphasises the importance of individuality in this competitive space. He attributes his company’s expansion to IIJS, which he believes is a vital platform for bridging to connect with a larger retail audience. By showcasing their collections to a diverse pool of buyers, the company has created meaningful collaborations and expanded its market reach.
Are you a first-generation jeweller?
I am a first-generation jewellery manufacturer, and my journey into the world of jewellery began 30 years ago with a deep passion for creating beautiful, high-quality pieces. What started as a personal interest in the craft soon evolved into a full-fledged business.
Over the years, I’ve honed manufacturing and learning the intricate art of jewellery-making from the ground up. What truly drives me is the ability to craft pieces that not only capture the essence of beauty but also stand the test of time.
Do you look after designing as well?
As the founder of D’yne Jewellery, I’m involved in every aspect of the business, working closely with my team to manage day-to-day operations, and contributing at every level to ensure everything runs effortlessly.
We have an incredible team of designers who bring their creativity and ideas to every product we create. I personally stay involved in each design, ensuring it aligns with our vision. Looking back to the 30 years and more of running the business, I can state that I have understood certain peculiarities of the industry and that is why I prefer to supervise all the processes of the company. This ensures that I am well engaged with my team as well as the clients in a way that every piece that we design is not only a representation of our brand but also the principles that have made us successful.
Dyne Jewellery is known for its luxurious designs. What inspires your collections, and how do you balance innovation with timeless elegance?
We are deeply committed to creating designs that are not simply different but also unlike anything else in the market. Our inspiration comes from the world around us—whether it’s nature’s organic forms, the elegance of architecture, or the beauty of fine art. But what truly drives our designs is the desire to push boundaries and create something that has never been seen before. Every piece we create reflects our commitment to originality and innovation.
While our designs are always fresh, we never compromise on the creation and the materials used. Our approach is simple: we aim to surprise and delight our customers with something unexpected, while ensuring that each piece remains elegant, wearable, and built to last. We strive to create jewellery that elicits that “wow” feeling—something that feels truly special the moment it’s seen and worn.
How does your team ensure impeccable craftsmanship in your high-end jewellery pieces? Do you follow any unique processes?
Our process begins with the design stage, where we place the utmost importance on every detail. Each piece is thoughtfully crafted by our talented designers, who blend creativity with the practical nuances of jewellery design. Along with my team we manage each design to make sure that it is in line with our vision of uniqueness, sophistication, and quality. We strive to create something original with every design, aiming to evoke a sense of excitement and uniqueness for our customers when they experience our pieces.
Have you noticed any recent shifts in customer preferences when it comes to high-end diamond and gemstone jewellery?
We’ve seen a noticeable shift in customer preferences, with a growing demand for coloured gemstone jewellery and practical yet unique designs. Clients increasingly opting for vibrant gemstones like tanzanites, emeralds, rubellites and rubies. These stones not only lend rich colour but also hold personal significance, making them ideal for custom, one-of-a-kind pieces.
In addition to a preference for coloured gemstones, customers are looking for jewellery that blends luxury with everyday wearability. High-end pieces are no longer reserved for special occasions; clients want designs that are versatile, comfortable, and suitable for daily wear, without compromising on sophistication.
As a high-end jewellery manufacturer, which are your predominant export and domestic markets?
Being a manufacturer of fine jewels, the Indian market continues to be the main focus of our operations. India is the perfect market for our products because of its strong cultural ties to jewels and rising desire for high-end, designer pieces. We serve a discerning clientele that values fine jewels, distinctive designs, and exceptional craftsmanship. Our position in India has been further reinforced by the growing demand for bespoke, high-end jewellery and coloured gemstones, especially among younger consumers. We have a significant presence in India, and we have lately entered the UAE market, where there is a rising demand for jewellery made of expensive coloured gemstones. The UAE has proven to be an attractive possibility due to its sophisticated customers and luxury-driven market.
How long have you been participating in IIJS? Has it helped you expand your presence across India and abroad or introduce new collections that cater to a wider audience?
For the past three years, we have been a part of the Indian International Jewellery Show, or IIJS, and it has been really valuable for us. The event has given us a fantastic chance to present our work, make new relationships, and grow our company locally as well as internationally. Thanks to IIJS, we can now access a larger audience in India, including distributors, retailers, and prospective clients from different regions. It has improved our presence in key markets and allowed us to interact with new customers. Our network and recognition have grown significantly because of the exposure, especially in smaller cities where there is a growing desire for upscale, bespoke jewellery.