For Anan Jewels, design isn’t driven by trends — it’s rooted in intention. From their signature use of fancy colour diamonds to a growing global clientele, the brand continues to shape a compelling narrative of authenticity and artistry. Their showcase at IIJS Premiere 2025 captures this spirit with two striking new collections. Ankita Kothari, Director, Anan Jewels India, explains that staying true to their design ethos – one that reflects a contemporary global vision – is what makes their collections so unique.
What’s the unique signature that sets your jewellery apart in this niche segment of fancy colour diamonds and coloured gemstones?
At Anan Jewels, our signature lies in our mastery of colour — particularly in crafting jewellery with fancy colour diamonds. We are committed to redefining their place in the Indian market through the art of contrast and curation.
Rather than following trends, we believe in creating with intention — offering a versatile range that ranges from elevated everyday wear to rare collectible pieces, all focused on colour. Our roots in Thailand and our deep understanding of colour — how it speaks, balances, and transforms a piece — allow us to design compositions that are not only visually striking but also emotionally resonant.
What truly sets us apart is our ability to marry international quality standards with an intuitive design language resulting in pieces that are timeless, yet distinctly Anan.
Can you tell us about the collections you will be unveiling at IIJS Premiere 2025?
At IIJS Premiere, we are proud to unveil two distinct collections that mark a bold new chapter for us. The first is a vibrant collection of 100 necklaces — a joyful celebration of colour, individuality, and spontaneity. The second, ContraLine, reimagines the timeless pairing of gold and diamonds through a fresh lens, exploring the duality of strength and softness with architectural lines, fluid silhouettes, and striking contrasts. Expect to see fancy and unusual cuts, distinctive colour diamonds, vivid gemstones, unique metal finishes, and inventive settings that reflect a contemporary take on elegance, while staying true to Anan’s ethos of craftsmanship, colour, and character.
As Anan Jewels marks 31 years, we’re embracing more than a milestone — we’re celebrating a journey; and this spirit of celebration is beautifully woven into our collections this year. Expect jewels that are bold yet wearable, playful yet poised — and creating jewellery that celebrates where we’ve been, and all that’s yet to come.
Since when have you been participating in IIJS Premiere and how has it helped shape Anan Jewels’ business growth—both in terms of volume and client relationships?
We’ve been participating in IIJS Premiere since 2006, and it has played a pivotal role in our growth journey. What began as a platform to showcase our work has evolved into a key touchpoint for building long-term relationships and expanding our reach — both within India and internationally.
Over the years, IIJS has not only helped us scale in terms of volume and visibility, but more importantly, it has allowed us to connect with like-minded retailers, buyers, and design enthusiasts who appreciate our products. We have engaged with a diverse set of buyers — from emerging international markets to niche segments within India that are increasingly seeking distinctive, design-led jewellery.
The show offers a platform where we can introduce new ideas, get real-time feedback, and strengthen our presence in both established and emerging markets. It continues to be an essential part of our brand’s evolution — as much about relationships and reputation as it is about business.
What has been particularly rewarding is the growing interest in fancy colour diamonds and bold design narratives — areas where we’ve always focused our energy.
Which are currently your strongest export markets for high-end jewellery, and what kind of designs or gemstones do those buyers typically favour?
Dubai continues to be one of our strongest and most dynamic export markets for high-end jewellery. The clientele there has a deep appreciation for craftsmanship, individuality, and bold design — making it a natural fit for our signature collections featuring fancy colour diamonds and rare gemstones.
Buyers in Dubai gravitate towards statement pieces with a distinct identity — whether it’s vibrant colour combinations, unique cuts, or intricate detailing. There’s a strong preference for larger centre stones, colour diamonds in hues like yellow, pink, and green, and settings that feel both luxurious and modern.
The market is also increasingly embracing designs that blend traditional opulence with contemporary elegance, which aligns perfectly with our approach to design.
How is the domestic market responding to fancy colour diamonds?
The domestic market is showing a growing curiosity and appreciation for fancy colour diamonds, especially among younger buyers and design-forward retailers. While traditionally seen as niche or reserved for collectors, colour diamonds are now gaining traction as a bold, expressive alternative to the classic white diamond.
What’s exciting is that the shift isn’t just aesthetic — it’s emotional. Buyers are drawn to the uniqueness, rarity, and the personal storytelling that colour diamonds offer.
That said, there’s still an element of education involved. Part of our role is to help clients understand the beauty, value, and versatility of colour diamonds — and once they see it, they’re often captivated.
In short, the response is evolving — from curiosity to genuine interest — and we believe it’s only the beginning of a larger movement in the Indian market.
Are there particular regions or cities in India that show a higher appreciation for such bold, coloured creations?
Yes, we’ve seen a noticeable rise in appreciation from metros and design-conscious urban hubs. Cities like Mumbai, Delhi, Bengaluru, Hyderabad, and Ahmedabad have shown strong interest — particularly among younger buyers, and boutique retailers who are seeking something distinctive.
We’ve also seen enthusiasm from tier-2 cities with emerging luxury audiences, where access to global design trends via social media and travel has sparked curiosity around colour diamonds.
It’s encouraging to see this shift — not just in buying patterns, but in the openness to storytelling, experimentation, and emotional connection through jewellery.
With consumer preferences constantly evolving, how is Anan Jewels staying ahead?
At Anan Jewels, staying ahead means staying deeply attuned — to our clients, to the evolving language of luxury, and to our own creative evolution.
On the design front, we’re continually pushing boundaries on a global scale — exploring unconventional cuts, bold silhouettes, and striking colour combinations that reflect today’s sensibilities while staying true to our craftsmanship roots. We don’t follow trends; we interpret cultural shifts and emotional cues to create jewelry that feels both current and enduring.
Our sourcing strategy is equally intentional. We work closely with trusted global partners to access rare fancy colour diamonds and exceptional gemstones that meet our uncompromising standards. To further elevate our creative edge, we’ve also brought on board international creative talent, enriching our perspective and strengthening our global appeal. Whether through bespoke creations, immersive previews, or transparent product education, every interaction is designed to reflect our commitment to authenticity, trust, and thoughtful luxury.
For us, staying ahead is not just about innovation — it’s about intuition. Knowing when to push boundaries, when to refine, and always, when to truly listen.