PEAKLIFE

When Prakriti Gupta Singh left her cushy job—heading the HR business operations for an MNC—to pursue her passion for creating handcrafted jewellery pieces, she embarked upon an adventure, and her inspiring eventually proved that the risk was worth the rewards. As Founder-Director of Raynakriti Jewels, she combines her appreciation for traditional crafts with an entrepreneurial spirit for creating customised jewellery for the contemporary urban consumer.

Elaborating on the origins of the brand, Singh shares, “It was a tough call to let go of a stable job that promised a handsome credit at the end of every month in my account. My love for dressing up, a passion of owning handcrafted jewellery pieces for my own collection, being appreciated for the same and the desire to do something I could call my own, brought the label Raynakriti into existence in 2014. Rayna comes from my one and only daughter’s name Rayna and Kriti is the latter half of my name.”

When she first started, the desire to create was a strong motivation. As the brand grew, she leveraged her fertile imagination and business acumen to offer customised products that prioritise superior quality and a broad variety. “Eight years into the game . . . I can proudly say I run a successful jewellery business where we customise any kind of jewellery just to delight our customers. From 92.5 silver jewellery from not only India but also from Turkey, Thailand, parts of Europe and Indonesia . . . we have it all. Our forte is also crafting Jadau jewellery in 22ct gold, Polki jewellery and so much more to choose from, We not only accessorise women but men too. From casual day to day accessories to your wedding—we accessorise all!”-she says.

While making the decision to set up an independent venture was a crucial step, it was also important for the brand to be rooted in an identity that resonated with Prakriti, and appealed to a Indian consumers. The brand’s focus on artisanal crafts became a major source of inspiration and created an appeal for consumers. Prakriti explains, “My husband belongs to Rajasthan and has a deep cultural connect that helped me to find the artisans who could craft what I desired to create. After [a] few initial bottlenecks of hunting down the right artisans and the clientele that appreciates what we create, I can now proudly say that Raynakriti delights every woman!”

The expertise of the artisans allowed Prakriti to fully realise her vision, and their mastery over heritage crafts soon became a recognisable trope of the brand’s offerings, bringing an often-ignored and under-appreciated art to the fore. As Prakriti puts it,“The first step was to get connected with the best artisans crafting these jewels and then through the journey [I] met these 3rd or 4th generation artisans crafting these beautiful jewels . . . . Every artisan I joined hands with is a treasure trove of experience and legacy having served the Royal families for generations belonging to Rajasthan and down South (sic). I delved deep into the science behind this art and realised how much hard work, detailing and love is required to craft exquisite pieces. The process of getting the final product and adorning the craft is just so satisfying. Every craftsman Raynakriti is associated with is skilled with both traditional and modern techniques and their hands weave magic. I get immense happiness and comfort from the fact that the families of these talented artisans get the direct benefit of our alliance. Today, I take pride in being directly or indirectly associated with over 500 families of the brilliant artisans spread across our country.”

Prakriti’s story is perhaps a reflection of the hopes and struggles of many aspiring entrepreneurs who are hoping to trigger a shift in their lives and give shape to the ideas that are simmering in their minds. She reflects on her journey as an entrepreneur candidly, “As a woman, you have so many responsibilities on your shoulders[—]your home, your family, work-life balance and above all yourself! The decision to quit a lucrative job was certainly out of the box [at] that time. The insecurities that came along with it tried to box me into continuing with the mundane job[,] but I simply followed my heart and the rest is an interesting story!”