HERITEGIAL SILVER JEWELLERY BY JENY CHOWDHURY IS ATTRACTING CELEBRITIES FASHION TRENDS

 In 2019 she launched  “Chokhahaar, an online e-commerce and an offline marketplace that offers wide range of silver jewelry which focuses on royalty, heritage and luxury”. Every single piece is inspired by the heritagial culture of Jaipur. Her jewelry collection has attracted Indian celebrities, including Madhuri Dixit and Mouni Roy. The purpose of this online silver jewelry store is to resolve the hassle of people to go to stores and search for options. The main moto is to make it reachable to people so that they can but from their homes at their own comfort.

 Bringing the heritage back

 “All of have grown up listening to the kind and queen stories that royal Era of maharajas and their rich lifestyle in the palaces. Their culture, history and heritage had always amazed us". Same happened to Jennny so she also wanted to come up with that royal feel. Therewhere, she thought of coming up with a silver jewelry store that is inspired and influenced by Indian traditions.

Jenny is an MBA graduate in finance from Ahmedabad, who worked with S&P Global till November 2018. But her love for fashion and jewelry made her thing of Chokhahaar, which draws its name from the words ‘Chokha’, which means ‘the best’ in Marwari, and ‘Haar’, which signifies jewelry.

Jenny comes from a family that has dealt with silver jewelry business for years. Her father and uncle have been manufacturing and selling jewelry since 1980 at Silver Art Palace, a reputed store in Udaipur. However, Chokhahaar is differnt as it offers a range of silver accessories, including earrings, necklaces, rings, bracelets, bangles, handcuffs, foot kadas, and clutches. 

Jenny says, “Our collection is the perfect amalgamation of manufacturing articles and curating pure silver accessories from skilled local craftsmen stationed in Udaipur". She even mentioned that "The very moment a customer places an order, they accept the same and deliver in about 15 days across India, depending on the logistics". Her startup is not only based on jewellery but it also offers home décor items like work mirrors, silver frames, wall panels, trays, prayer items, and so on. Her products price depends on the amount of silver and karigari used in it. She also looks upto her customers specific requirements and can even customize that product accordingly. In that case it might take a month to deliver the same.

India's Jewellery market status:

India’s ranks one of the largest sector when it comes to gems and jewelry. India not only competes with other countries but also ranks as of the top when it comes to Jewellery.

Chokhahaar is also setting its seat tight when it comes to setting benchmarks.

In recent times silver jewelry market has many competetors with differnt startups comming up. But Jenny always knew that she had something different to offer. She believes that her startup has handpicked collection of pure silver jewelry and that it what makes it stand out in the market.

Chokhahaar continues to polish and grow itself in terms of hasslefree and convinient shopping experience with each passing day. It also have exclusive silver ornaments which are unique as is gureenteed differnt than any other in the market.

What different is Chokhahhar giving:

It provides a fusion of traditional patterns infused into modern designs to meet up today's fasion race. Chokhahaar has its own sources for its silver accessories and even manufactures it from its own craftsmen. So that why all the pieces are customized. It claims gain growth in businees of an amount of 30 percent of its revenue as compared to last year. Jenny in her recent interviews said that in this COVID-19 pandemic,her focus on essential products has made her sales increased and eventually the demand for luxury products has reduced.

However, her team is still focused and is reinventing products to get the business back so that she again have the revenue to widen her business. She believes that the figures will definately change in comming days.

This is not the end as Chokhahaar is also planning to expand its reach internationally so that people will get to see it's amazing collection. Jenny says “We will go the additional mile overseas to make folks conscious of our craftsmanship and advantageous detailing,”.

So if you are planning to buy something unique being at home “Chokhahaar” is a must-visit platform.