Reema Chopra, founder of New York-based fine jewellery brand Khepri, has always been drawn to transformation. Born in Canada and raised between India and Canada, she began her career in private wealth at Canadian bank CIBC before moving to New York, where she studied at GIA and worked in wholesale manufacturing on 47th Street. After nearly 15 years in the industry, she founded Khepri in 2023 with a vision rooted in “rebirth and renewal.”
Reema’s journey began with a personal moment, when a friend asked her to reimagine an engagement ring after a difficult divorce.
“To me, jewellery, and especially Khepri, is much more than adornment; it’s a vessel for transformation — your past, your present and your future,” Reema says. Transformation is fundamental to her work, whether giving heirloom pieces new life or crafting modern designs that balance storytelling with clean, contemporary lines.
Emeralds and diamonds are the signature elements of her collections at Khepri, with “emeralds symbolising renewal and growth, and diamonds referencing strength and timelessness.”
Bezel-set gems, layered gold finishes, and unusual cuts, from marquise to pear, lend Khepri’s pieces a distinctive style. Each jewel is crafted locally in New York, using master artisans. “Preserving artisanal craft is incredibly important to me,” she adds. “Khepri’s modern heirlooms are wearable symbols of personal journeys, milestones, and resilience.” Melding contemporary forms and statement-making elements, Reema creates jewellery that’s as wearable as it is striking.
Her recent Cartouche collection has deep roots in ancient Egyptian history.
How have you reinterpreted this symbol of identity and transformation for a modern audience, while retaining its sense of heritage?
In ancient Egypt, the cartouche signified identity: a series of objects carrying meaning when decoded. Amulets often took this form, once worn only by pharaohs, inscribed with their names and placed in tombs. It was also a symbol of good luck and protection.
Many of my clients had collected diamonds over the years through inheritance or marriage. When they began approaching me with these stones at pivotal moments in their lives, I reimagined the cartouche as a modern-day necklace that could celebrate past, present and future. Clients could choose diamonds by shape or colour that spoke to them, and incorporate heirloom stones like charms — marking new beginnings and fresh chapters.
This new iteration invites clients to co-create. How does that collaborative process influence your design decisions and the final aesthetic of each piece?
I encourage clients to bring all the loose or set diamonds they’ve gathered over the years, often tucked away in drawers. Together, we create a new story. Alongside one or two of their own stones, they choose from our collection — consisting of every cut and colour. Clients are drawn to different stones for personal reasons; some recall milestones, while others simply resonate. That emotional pull shapes the final piece.
The option to integrate heirloom stones adds a personal, emotional layer. What design challenges and creative opportunities does this bring?
Working with heirloom stones is one of the most meaningful parts of my practice. They carry history, memories and emotion. My role is to honour their past while giving them new life. Each stone demands a bespoke approach, with sensitivity to the client’s attachment. They become the heart of the piece, transforming jewellery into something layered and intimate. Seeing a client’s reaction when the new piece comes to life is one of my favourite moments.
From selecting fancy colour diamonds to working with 18-karat and 22-karat gold, how do you balance the technical craftsmanship with the storytelling in the charms?
For me, craftsmanship and storytelling are inseparable. Whether sourcing rare fancy colour diamonds or working with the warmth of 18-karat and 22-karat gold, every detail is intentional: from the cut of a stone to the choice of setting. The Cartouche Charms are designed as modern talismans, their symbolism central to the piece. Technical precision ensures practicality and wearability, while storytelling ensures it resonates with the wearer over a lifetime. When aligned, the jewel becomes more than adornment — it becomes part of the client’s journey.
What kind of gold settings have you used for the charms — and what diamond cuts feature in the collection?
The Cartouche Charms are crafted in both 18K and 22K gold, giving a distinct richness against the diamonds and evoking nostalgia for some clients. We’ve explored a range of settings — bezels, classic prongs, claw prongs, and ornate halo frames — that enhance fancy colour diamonds. Cuts are equally diverse: marquise, pear, oval, cushion, shield, bullet, hexagon, and step cuts, each chosen for how it plays with light and character. This mix of settings and cuts ensures no two charms feel alike; each piece carries its own individuality, offering clients something singular and unrepeatable.