About Us
Welcome to The Jewelry Project (TJP), where timeless heritage meets contemporary design. Our journey is a tribute to India’s sacred artistry and the infinite inspiration of the universe, brought to life through creations that are as transformative as they are beautiful.
Our Story
The Jewelry Project is more than a brand; it is the manifestation of a dream shaped by conviction, curiosity, and the pursuit of artistic authenticity. Our founder, Deepti, began her journey unconventionally, defying societal norms and embarking on a solo expedition to Jaipur—the heart of India’s jewelry heritage. With little more than a half-paid ticket and unshakable determination, she immersed herself in the vibrant bazaars, uncovering the profound significance of India’s traditional craftsmanship.
Her path was far from easy. As an Indian woman navigating a space dominated by international players, she faced skepticism and challenges at every turn. Yet, these experiences only deepened her resolve. Years spent working on factory assembly lines taught her the intricacies of the craft, providing the foundation to create TJP—a brand built on the principles of perseverance, artistry, and cultural reverence.
Our Philosophy
At the heart of The Jewelry Project lies the divine sacred feminine—the guiding force that inspires every design and decision. This ethos is rooted in the principles of harmony, nurturing, and interconnectedness, which shape our approach to both craft and purpose. We view jewelry as a medium of storytelling, transformation, and connection. Each piece is imbued with the sacred practices and rich traditions of Indian heritage. From motifs inspired by temple architecture to designs steeped in the wisdom of sacred texts, our creations transcend mere ornamentation. They are timeless artifacts that bridge the past and present, crafted to evoke emotions and inspire a deeper connection to life’s cycles and energies.
Our designs are not just inspired by India—they are born of it. By honoring ancient techniques and reimagining them for modern sensibilities, TJP creates what we call "heritage contemporary" jewelry: meaningful, transformative, and resonant across cultures and generations.
Decolonizing Design
Building TJP has been a journey of decolonizing design—reclaiming the narrative of Indian artistry from the shadow of commodification. Deepti’s vision celebrates the land’s sacred practices, centering indigenous techniques and spiritual depth in every creation. Collaborating directly with local artisans, TJP preserves and revitalizes traditional crafts, ensuring they remain vibrant and relevant in a globalized world. Through these efforts, TJP redefines the design landscape, shifting the focus from mass production to cultural authenticity and respect.
Ethical Craftsmanship
At TJP, sustainability is not a buzzword but a way of life. Our commitment to ethical small-batch production ensures that every piece is crafted with care, intention, and respect for the environment. By prioritizing quality over quantity, we minimize waste and create jewelry that stands the test of time.
We believe in making realistic sustainable choices. This philosophy extends to every aspect of our work—from designing timeless pieces that reduce the need for excessive consumption to using eco-friendly and reusable packaging. Our approach is rooted in the understanding that true sustainability lies in mindful production and conscious consumption.
Our Collections
TJP’s designs embody a unique philosophy, one that harmonizes ancient wisdom with contemporary artistry. The sacredness of Indian heritage inspires Deepti’s creations—the techniques passed down through generations, the motifs rooted in temple architecture, and the stories carried in sacred texts. But she doesn’t merely replicate the past; she reimagines it.
From the divine harmony of the Tantra collection to the passionate narratives of Loving & Longing, our designs invite wearers to explore themes of love, balance, and self-discovery. These creations are more than jewelry; they are talismans of empowerment and reminders of the sacred interconnectedness of all life.
A Living Legacy
The Jewelry Project is not merely a brand; it is a movement—a celebration of India’s timeless artistry and the universe’s infinite wisdom. Through TJP, Deepti bridges the gap between tradition and innovation, earth and cosmos, past and future. Our jewelry invites you to embark on a journey of self-discovery and transformation, offering more than adornment: a connection to stories, roots, and the sacred energy that flows through us all.
Join us in wearing not just a piece of jewelry but a piece of India’s soul, lovingly reimagined for today and tomorrow.
Designer’s Note
Guided by our calling to make work play and play work, the designers and craftsmen at our nature studio create jewels from nature’s bounty. We are fond of discovery and adventure and as we wander landscapes through our footsteps and our mind’s eye, we have found that being conscious of people and the environment brings the better into design.
We work in precious metals and natural gemstones and craft with our hands. We are inspired by the stories of time and seek to learn from its constant change.
We work to preserve ancient metal craft skills, empower young craftsmen, train women to make jewels and build bridges using the language of design. The true conscience of art and fashion is in its embrace of sustainable luxury and this world, our footprints tell stories in global consciousness.
As we emerge from the lockdown into a more relaxed state of life engagement I ponder at my past in my everyday practice as a designer.
Having graduated in the first batch of jewelry designers ever in Southeast Asia, I found myself on a factory shop floor in my first month out of college being questioned by the master karigar. Women knew nothing about jewelry was the popular perception. He challenged me and I sat and textured a ring in silver. One of my better skills is on the workbench.
“We don't use even 10 percent of our skill sets anymore,” he said to me in our many work interactions.
In organized development, we were pushing into the margins a living cultural legacy of the handmade and of earth practices.
Two years later with a backpack and a flight paid for till Mumbai, I jumped on the opportunity to get to Jaipur from Mumbai after having performed at the Prithvi Theatre and the NCPA stages. In my mid-20s I decided to exit from the corporate jewelry world, embarked on a passion in theater, and in parallel explored an idea in jewelry making. Elated, I embarked on my first journey into the Indian bazaar. An adventure I will not forget. An Indian woman with a backpack and a notebook in the old city of Jaipur, mapping for myself the possibilities of the handmade.
Today as we look into the future, my many craft custodian friends look at a future that may be just possible. A dream that our practice over time will find a larger human engagement.
Craftspeople are also migrant labour. Our karigars come to the city from many different parts of our country to engage in the diversity of skills to make jewelry.
Two weeks ago my karigar teams called me to say they needed to get back to work. My temple jewelry team in the bazaar began to stir. The ruptured production lines in the chaotic market began to align. Many did not leave. They stayed back.
I was thinking that this time maybe it is not worth the fight, the people whose only livelihood is in the making of beauty and cultural legacy got back to work. They told me to find a new way. Earth practices are about people. We must all work for our living with purposeful engagement.
Is beauty essential? So many narratives don’t think so. What is the point of polluting fast fashion and machine-made jewelry? The costs that threaten the very existence of life to make it cheap and encourage consumption. In an emerging digital phase of life, what is fast?
In India, beauty has always been a part of our everyday. Hand skills our living legacy.
So I wonder if more people will give into encouraging slow practices for a collective world. To wear what is made locally so that we make small choices that collectively have a big impact on climate change. Where our buying habits are more conscious.
Revisiting those opening words I penned in 2006 to give me direction, the words resonate deeply even right now. For tomorrow, when the world stirs back into activity, hoping that the quiet whisperings of the earth as she healed have changed a few of us.
I didn’t know that when a computer was plonked on my desk, to being a reluctant learner, one day in 2020 I would have to rewrite that philosophy to engage with technology to create a conscious beautiful slow sustainable digital footprint.