Here is something nobody tells you when you start a jewelry brand: the idea does not come from a boardroom. It comes from a real moment — the kind where you are standing in front of your dresser, running late, and realising that the jewelry you actually want to wear is either locked away in a bank locker or too flimsy to survive a Tuesday.
That moment happened to us — Niyati Puri and Shashant Shelar, a husband-and-wife team who spent years building businesses in marketing, sales, and operations — and it is exactly why we started NIYANSA.
NIYANSA: Two Names, One Big Idea
The name NIYANSA is not just a brand name — it is us. NIY comes from Niyati, ANSA from Shashant. We wanted the brand to carry that personal weight from day one, because this is not a business we are building from a distance. It is something we genuinely believe in, something we are building together, and something rooted in a very real problem we kept seeing around us.
The Problem We Could Not Stop Thinking About
In India, gold is everything. It is love. It is legacy. It is the set your mum gave you at your wedding that lives in the bank locker and comes out three times a year — for Diwali, a relative's shaadi, and maybe one other occasion if you are feeling brave.
Meanwhile, for everyday life — the office, the coffee catch-up, the quick vacation, the long Monday — most women are reaching for fashion jewelry that fades, irritates their skin, and honestly just does not feel like them. It feels like a compromise.
As Niyati puts it: "I have always loved jewelry. But I kept finding myself in this no man's land — too precious to wear the gold, too 'meh' about the rest. I wanted something real that I could actually live in."
That gap — the daily luxury void — is exactly where NIYANSA lives.
What We Are Building: Demi-Fine, Modular, and Made for Real Life
NIYANSA is a modular demi-fine jewelry brand. Our pieces are crafted from sterling silver and gold vermeil — a thick layer of real 14k or 18k gold over silver — set with semi-precious stones like cubic zirconia, topaz, and opals. High quality. Skin-friendly. Genuinely beautiful. And priced so you can actually build a collection.
But here is the part that makes us different — the modular system.
Every NIYANSA piece is built around a base — a hoop, a chain, a stud — that you can transform with interchangeable charms and accents. A clean ball drop for the boardroom. A moon charm for date night. A floral accent for the weekend getaway. One base. Endless looks. No more choosing between who you are in the morning and who you want to be by evening.
Two Builders, One Brand
Niyati brings over 8 years of digital marketing expertise — she has built content and brand strategy for fashion, skincare, wellness, healthcare, and e-commerce businesses. She knows exactly how to tell a brand story that resonates.
Shashant brings the operational backbone. He has built and scaled businesses across industries — from restaurants to manufacturing — and has a track record of growing sales through genuine community-building rather than shortcuts.
Together, we cover the two things every brand needs to survive: a story worth telling, and the ability to deliver on it.
For the Woman Who Deserves More Than a Compromise
NIYANSA is for the working professional in Mumbai who wants to look polished at her 9am meeting and put-together at her 8pm dinner — without changing her entire look. It is for the woman in Pune or Jaipur who loves gold but cannot justify ₹2,00,000 for a set she will wear three times. It is for the 26-year-old in Hyderabad who wants jewelry that matches her mood, not just her outfit.
It is for every woman who has ever stood in front of her jewelry box and thought — there has to be something better.
We think there is. And we cannot wait to show you.
