Where heritage whispers and craftsmanship dazzles, Sangeeta Boochra stands as a luminous icon in the world of artisanal jewellery. With its roots tracing back to 1897, this eponymous label is more than a brand… it’s a celebration of tradition reimagined through a contemporary lens.

Known for its statement-making elegance and soulful detailing, Sangeeta Boochra’s creations are timeless keepsakes that speak to the modern woman with an old soul. And yes, we at TheGlitz are utterly enchanted. In an exclusive interview with Sumita Chakraborty, Editor-in-chief, TheGlitz, the dynamic Sangeeta Boochra talks about her legacy brand and more…

Over To Sangeeta Boochra

A Legacy Reimagined: Sangeeta Boochra is a heritage brand dating back to 1897, but your personal journey into jewellery design is just as fascinating. What inspired you to become a jewellery designer, and how did your journey unfold?

Sangeeta Boochra: Thank you! Yes, the brand has a beautiful heritage that I feel incredibly proud to be a part of. My journey into jewellery design, however, is quite personal and organic. While the Boochra family has been associated with silver and gemstone jewellery since 1897, I didn’t originally set out to be a designer. But after marrying into the family and spending time around the craft, I found myself deeply drawn to it.

What truly inspired me were the artisans—their techniques, their passion, their stories. I started visiting remote villages across India, talking to craftsmen, watching them work with tools passed down through generations. I was mesmerized by the richness of our traditional designs—pieces that told stories of culture, ritual, and identity. I felt a strong urge to preserve these crafts, but also to give them a fresh, contemporary voice.

I didn’t go to a conventional design school. My education happened on the ground—through learning, listening, and hands-on creation. I started designing pieces that celebrated Indian heritage but could resonate globally. That balance between timeless tradition and modern elegance became the soul of the SangeetaBoochra label.

Today, when I see women around the world wearing our jewellery, I feel like I’m not just sharing a design—I’m sharing a legacy. That, for me, is the true reward.

Jewels Fit for Royalty: Your designs are loved by celebrities like DeepikaPadukone, Alia Bhatt, and Priyanka Chopra. Can you share a special moment when a celebrity wore your pieces and made headlines?

Sangeeta Boochra: There have been many memorable moments, but one that stands out is when Deepika Padukone wore our jewellery to a star-studded Diwali celebration in Mumbai. She looked breathtaking in a traditional outfit paired with our intricately crafted silver jhumkas. The entire look was widely appreciated across fashion blogs and social media—it was the perfect blend of timeless heritage and festive glamour. That moment reminded me how beautifully our pieces can resonate during cultural celebrations.

Another beautiful instance was when Alia Bhatt wore our jewellery for one of her film promotions. The styling was ethereal—traditional yet effortlessly young—and it resonated deeply with her fans. The pieces went viral, and we had people from across the world reaching out, asking about that collection.

And of course, Priyanka Chopra, with her global presence, brought an incredible spotlight to our brand when she chose to wear our designs during a campaign shoot. She embodies power, elegance, and a strong sense of identity—all the things our jewellery stands for.

Each of these women brought their own unique energy to the pieces, and seeing them embrace our heritage with such grace has been truly rewarding—not just for me, but for every artisan whose hands bring our visions to life.

The Artisans’ Touch: With over 2,000 artisans crafting your jewellery, how do you ensure that each piece maintains the authenticity and intricacy that defines Sangeeta Boochra?

Sangeeta Boochra: At the very core of our brand is a deep reverence for our artisans. These are not just workers—they are custodians of centuries-old techniques, passed down through generations. Many of them come from families that have been involved in traditional jewellery-making for decades, and we see ourselves as collaborators in preserving and celebrating their craft.

To ensure every piece stays true to our standards of authenticity and intricacy, we focus on three key pillars: training, trust, and time.

Firstly, our artisans undergo continuous training, not to modernize their methods, but to fine-tune their precision and adapt traditional craftsmanship to contemporary design sensibilities. We work closely with them—sometimes sitting for hours, sketching, modifying, and experimenting with motifs, textures, and settings. Every collection is born out of this dialogue between heritage and vision.

Secondly, we believe in building trust and empowering our artisans. We give them creative freedom and recognize their artistic integrity. This mutual respect results in jewellery that doesn’t just look beautiful—it carries a spirit, a story, and a soul.

Lastly, we are never in a rush. True artistry takes time. Whether it’s a hand-engraved silver choker or a pair of filigree earrings, each piece goes through meticulous, manual processes—no shortcuts, no machines that compromise detail.

So when you wear a Sangeeta Boochra creation, you’re not just wearing jewellery. You’re wearing a piece of living history, shaped by hands that have dedicated themselves to the timeless beauty of Indian craftsmanship.

Vintage Meets Modern: Your collections beautifully blend bohemian aesthetics with Indian tradition. What inspires you to create such unique designs, and how do you strike a balance between heritage and contemporary trends?

Sangeeta Boochra: For me, design is storytelling—and India has the richest, most layered story to tell. Our jewellery traditions are vast and diverse, from tribal silver ornaments to regal Rajasthani heirlooms. What inspires me is the desire to make these heritage elements feel alive, relevant, and wearable in today’s world.

I’ve always been drawn to the rawness and soul of vintage pieces—the way they carry time within them, the imperfections that make them beautiful. At the same time, I also appreciate the fluidity and freedom that bohemian design brings. When I design, I imagine a woman who is deeply rooted yet wildly free—she could be walking through the lanes of Jaipur or strolling through the streets of New York, wearing the same piece with equal confidence.

Balancing tradition with modernity is intuitive for me. I preserve ancient techniques—like hand engraving, jadau, and meenakari—but reinterpret them with modern silhouettes, lightweight structures, and versatile styling. It’s not about diluting heritage; it’s about giving it new wings.

The aim is always to honour the past while embracing the present. That’s how every Sangeeta Boochra piece is born—with the spirit of India, and the style of the world.

Breaking Barriers: Every designer faces challenges on their journey. What were some of the biggest obstacles you encountered while establishing yourself in the jewellery industry, and how did you overcome them?

Sangeeta Boochra: The journey has been incredibly rewarding, but it came with its fair share of challenges. When I entered the jewellery industry, I was stepping into a space that was largely male-dominated and deeply rooted in tradition. As a woman, and someone with a very different creative vision—blending heritage with bohemian aesthetics—I was often met with hesitation. There were moments when people questioned whether handcrafted silver jewellery could truly find a place in the luxury market, which was dominated by gold and precious stones.

Convincing the world to see the artistic and cultural value of handcrafted silver was no easy task. And building a vast artisan network across rural India—reviving old techniques, managing logistics, and ensuring fair trade—demanded patience and unwavering belief.

But I wasn’t alone. I was incredibly fortunate to have the unwavering support of my father-in-law, Lalit Kumar Boochra, who himself is a stalwart in the jewellery business. His wisdom, guidance, and faith in me gave me the foundation to explore my creative voice without fear. And my husband, SudeepBoochra, has been my pillar of strength every step of the way. His constant encouragement and belief in my vision gave me the courage to push boundaries and pursue a path that hadn’t been taken before.

What truly helped me overcome the obstacles was this beautiful blend of family legacy, personal passion, and shared purpose. Together, we’ve built not just a brand, but a movement—one that empowers artisans, celebrates culture, and redefines luxury through authenticity.

Milestones of a Visionary: Looking back, what would you say are the three most defining moments in your life—whether personal or professional—that shaped you into the designer you are today?

Sangeeta Boochra: That’s a beautiful question. When I look back on my journey, a few moments stand out as truly transformative—milestones that shaped not just my career, but who I am at my core.

The first defining moment was marrying into the Boochra family and being introduced to this incredible world of jewellery. I wasn’t born into the industry, but after becoming part of a family with a legacy dating back to 1897, I was immersed in the art, the stories, and the soul of Indian craftsmanship. It was my father-in-law, Lalit Kumar Boochra, who first sparked that deeper curiosity in me. His knowledge and love for traditional jewellery opened my eyes to the heritage I was now part of. That environment planted the seed for what would eventually become my life’s work.

The second moment was the decision to step into the design space myself. It wasn’t easy—especially in a male-dominated industry where women were often expected to stay behind the scenes. But my passion was too strong to ignore. With the unwavering support of my husband, Sudeep Boochra, I took that leap. He believed in my vision even before I did and gave me the space to explore and express it freely. That leap of faith marked the true beginning of my identity as a designer.

And the third defining moment was the first time I saw one of my pieces worn by a leading celebrity and celebrated on a public platform. It wasn’t just a personal win—it was a moment that told me our mission to bring traditional Indian artistry into the global spotlight was working. I knew then that this wasn’t just about jewellery—it was about creating a voice for artisans, preserving a heritage, and connecting generations through design.

Each of these moments—rooted in love, risk, and recognition—has been a stepping stone toward becoming who I am today: a designer with a soul deeply connected to India’s past and a heart dreaming forward.

Global Glamour: Indian jewellery is gaining massive global recognition. Have you noticed an increased international demand for SangeetaBoochra pieces, and how do you cater to diverse audiences worldwide?

Sangeeta Boochra: Absolutely—there has been a remarkable shift in how Indian jewellery is perceived on the global stage. Today, people from all corners of the world are drawn to the storytelling, symbolism, and handcrafted beauty that Indian jewellery offers. And yes, we’ve seen a significant rise in international demand for SangeetaBoochra pieces, particularly among those who value authenticity, sustainability, and meaningful design.

Our jewellery resonates with a wide spectrum of global audiences—from fashion-forward women in New York and London to culturally rooted brides in Singapore and Dubai. What surprises and delights me most is how our pieces transcend cultural lines. A tribal silver choker might be styled with a sari in India, but worn with a linen dress in Europe. That versatility is what gives heritage a new life.

To cater to this growing global interest, we focus on creating designs that celebrate Indian craftsmanship but are also timeless and adaptable. We carefully curate collections that are lightweight, versatile, and easy to wear, without losing the soul of the traditional techniques—be it jadau, filigree, or intricate hand engraving. We also pay close attention to styling, packaging, and storytelling so that each customer—no matter where they are—feels connected to the piece and the journey behind it.

And thanks to digital platforms and social media, the world has become our runway. Our global clientele continues to grow, and every time we ship a piece from Jaipur to a corner of the world, it’s not just a product—it’s a piece of India’s rich legacy being embraced worldwide.

The Future of Heritage Jewellery: What’s next for Sangeeta Boochra? Are there any exciting new collections, collaborations, or design innovations in the pipeline?

Sangeeta Boochra: The journey of heritage is never static—it’s a beautiful evolution. At Sangeeta Boochra, we’re constantly seeking new ways to reimagine tradition while staying deeply rooted in authenticity. And yes, the future holds some truly exciting chapters for us.

We’re currently working on a new collection that merges ancient Indian techniques with global design narratives—pieces that are bold yet refined, rooted yet versatile. It’s designed for the woman who loves heritage but wears it her way—whether she’s at a wedding in Jaipur or brunching in Paris.

On the retail front, we are thrilled to share that we’re expanding our presence significantly. The vision is to open 25 more SangeetaBoochra stores across India and internationally within the next two years. These stores will be immersive spaces—not just for shopping, but for storytelling—where customers can truly experience the soul of handcrafted jewellery.

We’re also planning collaborations with designers and fashion houses, both within India and globally, to create capsule collections that push creative boundaries while celebrating Indian artisanship. Innovation is key—we’re focusing on more sustainable practices, from responsible sourcing to artisan welfare, and we’re building enhanced digital platforms that offer richer, more personal experiences for our global clientele.

At the heart of it all, our mission remains the same: to preserve India’s rich jewellery legacy, empower the artisans behind it, and present it to the world with elegance, integrity, and soul.