Rishi Shah, Founder, Ornika Jewels, is a gemmologist with a passion for rare gemstones. His B2B luxury jewellery brand is known for bespoke creations—no two pieces are ever the same. Handcrafted to perfection, Ornika’s jewels feature exceptional stones, from Zambian emeralds and Umbalite garnets to vivid tourmalines, all set in 18-karat gold. Each piece is tailored for global buyers who appreciate rarity, fine craftsmanship, and timeless beauty.
Participating in IJEX gave him hands-on exposure to what it truly takes to operate and succeed in the export business, and Shah says that it has given him the confidence and clarity to expand his footprint in Europe and the Middle East.
What motivated you to participate in IJEX Dubai, and how does this platform align with Ornika Jewels’ global aspirations?
Launching Ornika Jewels globally was always a part of my vision, to take India’s craftsmanship in fine jewelry to the international stage. IJEX Dubai presented the perfect launchpad for that dream. Apart from the space for showcasing the products, the platform also provides a strategic support system for new entrepreneurs by offering credibility, visibility, and a soft landing into one of the world’s most vibrant jewellery markets. Setting up an office here has allowed Ornika Jewels to connect directly with global buyers, test the waters, and build a solid foundation for long-term expansion in the Middle East and beyond. IJEX truly aligns with our ambition to create a globally respected brand for exclusive bespoke luxury pieces.
How has your retail experience in Mumbai and exposure to Birmingham’s jewellery scene influenced your brand?
My retail experience in Vasai, Mumbai, through our legacy store Milan Gold, taught me the importance of trust, personal connection, and consistency in quality. It gave me a deep insight into customer behaviour, preferences, and the emotional value of jewellery.
On the other hand, my exposure to Birmingham’s jewellery scene opened my eyes to global design sensibilities, structured production, and the B2B export mindset.
Ornika Jewels is a blend of both worlds—the warmth and craftsmanship of Indian retail, combined with the precision, exclusivity, and scalability required for international markets.
In what ways has GJEPC supported your journey as a young jewellery entrepreneur entering global markets?
GJEPC has been a pillar of support in my journey as a young jewellery entrepreneur stepping into global markets.
Through IJEX, we got a ready platform to showcase Ornika Jewels internationally. But beyond that, the team at GJEPC Mumbai offered invaluable guidance — especially since this was my first export venture. They advised me at every step, from documentation and compliance to operational set up, making the transition into exports smooth and structured. Their mentorship gave me both confidence and clarity to take Ornika Jewels globally.
How have international buyers and visitors responded to your “once-made-only” gemstone creations at the IJEX gallery? Has customer feedback shaped your collections? What trends are you noticing?
The response from international buyers at the IJEX gallery has been incredibly positive. Our ‘once-made-only’ gemstone creations have sparked genuine interest, especially among those seeking exclusivity and storytelling in fine jewellery. Buyers appreciate that each piece is built around a rare stone not the other way around. But what has been of real value is the feedback — there’s so much for me to learn in terms of design direction. I’ve gained a deeper understanding of Dubai’s demand for bespoke pieces that are light in feel but still look royal and luxurious, especially when it comes to gemstone styling.
This kind of real-time input from actual buyers is invaluable — it’s like having a direct ear to the market. It positions Ornika Jewels to create more relevant, trend-forward collections while staying true to our brand promise of uniqueness and elegance.
What has been your biggest learning from IJEX?
The biggest learning from IJEX has been how crucial it is to understand the real expectations of international buyers. It’s one thing to design in your studio and another to see how those designs are received in a global market like Dubai. I learned that buyers here prefer elegant, lightweight pieces that still carry a sense of luxury — especially with rare gemstones. I also understood how important it is to be prepared with proper documentation, pricing structures, and communication skills.
What are your future plans for Ornika Jewels following your participation at IJEX?
Following IJEX, the goal is to build on the momentum we’ve gained. We’re planning to strengthen our presence in Dubai by setting up a permanent office and expanding our B2B network across the Middle East and Europe. Based on the insights from IJEX, we’re also developing new collections that align with market preferences lightweight yet luxurious, with a strong focus on rare gemstones. The vision is to establish Ornika Jewels as a trusted name in bespoke, high-quality jewelry globally, while continuing to craft once-made-only pieces that stand out in both design and craftsmanship.