The Story

Inaayat is a profit for purpose jewellery and lifestyle brand that primarily focuses on restoring jewellery craft of Indian subcontinent. The young generation of artisans Iives in the hope of giving their family craft one last chance. Inaayat aims to be the bridge of hope for them while aiming to be biggest global brand for handcraft jewellery and lifestyle products.

India is globally renowned for its rich textile crafts, such as Pashmina, Madhubani, and Chikankari. However, the country's exquisite jewellery crafts, like Bijli Jugnu or hand-cut mirror work on jewellery, remain largely unrecognized. Despite India being the second-largest exporter of gems and jewellery worldwide, these traditional crafts face the threat of extinction. The lack of promotion and preservation has led to master artisans abandoning their heritage skills in favour of low-paying jobs in urban areas, where they struggle to make a living wage. Our mission is to elevate these unique jewellery crafts onto the global stage, ensuring their preservation while fostering economic growth. By promoting these art forms internationally, we can create a sustainable business model that not only generates profits but also delivers substantial social impact. Our initiative will empower artisans, provide them with fair wages, and revive these endangered crafts, ensuring they thrive for generations to come. By marrying business acumen with cultural preservation, we aim to transform these jewellery crafts into a significant soft power for India, highlighting our nation's rich heritage and contributing to its economic development.

We have 925 silver jewellery and accessories.

Reviving and promoting India’s traditional jewellery crafts globally will have profound impacts. This initiative will create economic growth (Job Creation, increased Export Revenue, Sustainable Development), social upliftment (cultural preservation, artisan empowerment), cultural preservation (global recognition, pride, and identity), business innovation (market differentiation, brand loyalty, innovation), and environmental sustainability, benefiting all stakeholders.