By Rachana Desai
New Delhi, [India], 21, May 2025: In a world obsessed with fast fashion and flash sales, Vinaya Verma chose to build something slower, steadier — and far more precious.
You may also like others' "SHE" posts
In 2018, while still in college, Vinaya began selling imitation jewellery as a side hustle. What started with a few DMs, college exhibitions, and hand-packed courier boxes has today evolved into House of Jewels — a digital-first, consciously built jewellery brand rooted in authentic sourcing, inclusive design, and ethical practices.
A Woman with a Vision — and a Lot of Grit
“I didn’t come from a family of jewellers,” Vinaya shares. “But I understood people — what they look for in jewellery, and what they don’t want to admit they’ve been scammed by.”
For years, Vinaya ran the brand quietly, juggling vendor calls with exams, and customer queries with career milestones. But behind the scenes, she was studying — not just design and sourcing, but how the jewellery industry often misleads consumers, especially women.
From inflated pricing to fake silver claims, she saw it all. And she decided to flip the script.
Building a Sustainable Jewellery Brand, Piece by Piece
House of Jewels isn’t just about pretty things. It’s about making jewellery that lasts — in memory, in form, and in value.
- Sourced ethically from Hong Kong and Italy
- Focused on real silver, gold, and certified sterling
- Designed for longevity, not trends
- Created for all identities — women, men, and unisex buyers
- Zero greenwashing — just honest conversations about what you’re wearing
Vinaya also consciously limits overproduction, choosing smaller collections over bulk drops, and working with skilled artisans to keep quality high and waste minimal.
“If a piece doesn’t feel like an heirloom, it shouldn’t be in the collection,” she says.
For Women, By a Woman Who Gets It
Beyond the sparkle, Vinaya’s journey is one many women can relate to — starting something small, often underestimated, and growing it into a brand with meaning.
She credits her growth to consistency, community, and conscious decisions.
Today, House of Jewels is not just a business — it’s a statement. One that celebrates women’s purchasing power, independent choices, and the freedom to buy real luxury without being patronized.
What’s Next?
With a fresh brand identity and an official e-commerce launch in June 2025, House of Jewels is expanding into content, collaborations, and cause-led campaigns. From educational reels on jewellery scams, to styling content for real buyers, the brand is building a digital community that’s as informed as it is inspired.
Vinaya is also exploring workshops, styling pop-ups, and mentorship for young women looking to build businesses rooted in ethics and impact.
“To me, success isn’t just in the number of pieces sold — it’s in knowing someone chose your brand because they trust you.”
In an age of speed, Vinaya Verma chose honesty. And in doing so, she’s redefining what a woman-led luxury brand looks like in India — one conscious piece at a time.
Follow Her Journey
Instagram: @hoj_official_
Website: https://thehouseofjewels.co/
