Born out of sheer passion

‘Joules by Radhika’, an online retail store was launched recently. The Mumbai-based ‘design’ entrepreneur, and the creative force behind the brand Radhika Chitalia hails from a diamond jewellery background, studied her craft for over 8-years that include designing, conceptualising and manufacturing luxury jewels.

About her online shop launch she says, “It will allow us to expand our reach and deliver products across India and International. The main focus of our brand is offering jewellery which is stylish yet affordable for the customers. Online store launch in such a short span speaks volumes about the trust our customers have shown in our brand for which I thank each and every customer.”

She says “It’s my passion. I have always wanted to create jewellery. So for me, it is about pursuing my passion rather than just doing a task. I love making pieces that allow clients to express themselves, but I also like creating designs that provoke the idea of how jewellery should be worn."

She describes her design and says, “My all designs are self created, born out of sheer passion which will be reflected in the jewellery piece. Every collection/design is different to suit the various needs depending on occasion/face cut/personality/dress worn.”

The designer has created collections that feature an array of statement pieces, from stunning pendants to precious-stone necklaces and signature neck pieces that are perfect for any occasion from engagements to weddings or can make for perfect birthday gifts or just for self indulgence.

“The quality of raw materials which I use is the best. The fineness of my jewellery is superb. There is vibrancy in different designs because I play with colours and metals,” shares Radhika.

The Mumbai based jewellery design house prides itself in creating exclusive designs, inspired by natural elements, fusing traditional and contemporary work to craft stunning pieces.

Their collection features an array of bespoke jewellery pieces which comprises of statement neckpieces, chokers, colour stones, chandelier and Jhumka earrings made only from high quality raw materials like semi-precious stones, baroke pearls, fresh water pearls or agates. The price range starts from Rs.2500.

“Whatever your style is, be it quirky, playful, colourful, feminine, or slightly retro...our jewellery will reflect and enhance your personality and not dominate it. We just launched our summer collection "beads and tassels" which is ideal for a casual outing to our summer holiday,” says Radhika.

“We use only high quality semi precious real gemstones and baroque pearls. We use gold colour as well as silver colour input jewellery. Base of the jewellery is alloy metals.” added Radhika.