We seek to introduce conscious luxury: Shivika Poongalia of Itara jewelry

It has long been believed that diamonds are a girl's best friend. Shivika Poongalia, founder of ITARA Jewelry, a luxury lab-grown diamond jewellery brand certainly agrees! In this candid chat, she speaks to Sunday Guardian about the changing landscape of diamonds and her growing brand.

- NOOR ANAND CHAWLA

EXCERPTS FROM AN EDITED INTERVIEW

Q: Please tell us about ITARA and your vision behind it.

A: ITARA Jewelry began a few years ago with a clear vision: to offer stunning diamond jewellery that is both environmentally conscious and socially responsible. As one of the pioneering lab-grown diamond brands in India, we recognized the industry's shift and seized the opportunity to develop this space. Our specialization lies in creating exquisitely designed fine jewellery that is affordable and 100 percent conflict-free.

ITARA Jewelry seeks to introduce a new era of conscious luxury by weaving diamonds into daily life and in the celebration of every moment and milestone. We create delicate classics and versatile pieces to wear from day to night, as well as bespoke creations that complement you personally. Each ITARA Jewelry piece is made with care and unwavering commitment to quality and craftsmanship for jewellery that lasts a lifetime. Our Engagement Ring Concierge' service is created to celebrate your love with personalised attention to your diamond and design preferences. Transparency, ethical practice, and customer satisfaction are the pillars of our service.

ITARA was conceived and nurtured to reflect our commitment to building a sustainable future. We carefully select only the best colour and purity of lab-grown diamonds, to realise diamond-studded dreams, without compromise to the planet.

Q: How did this innovative idea come about?