Luxemettle: Redefining the Jewellery Experience in India
You are browsing through a collection of pieces, evocative and well-crafted, walking through the jewellery store, but it's reserved for a select audience. The weddings, the party wear, the anniversaries and so forth, but something is missing. There’s no piece so personalised that it perfectly captures your personality.
That’s when Jasim decided to beat the traditional path, creating handcrafted, customised jewellery. With an engineering degree and his father’s 35 years of experience in the jewellery industry, Jasim wanted to create something that appeals to the younger generation.
Searching for Something Personal:
It all started when he wanted to create a customised design, but the local jewellers weren’t able to understand his vision. The issues he faced strengthened his resolve, ultimately birthing Luxemettle with Nick. But the journey wasn’t simple. As with any new venture, they had to devote countless hours to research, experimentation and practice propelled by curiosity and a desire to learn.
When asked about the inspiration behind Luxemettle, Jasim exemplified a simple belief that jewellery should carry meaning, not just beauty. But every stage, right from design concepts to manufacturing techniques and branding to customer experience, has been a journey of continuous learning.
There is this innate feeling that the youth are getting hooked onto imitation jewellery, but Jasim believes that spending just a tiny bit more can get you silver jewellery, which can be an asset over time. While talking about Luxemettle he proudly states
‘We wanted to create pieces that tell stories, celebrate memories, passions, achievements, and identities.’
Building a Brand for Special Moments:
The uniqueness of the brand lies in its focus on storytelling through design, which gives meaning to every piece they craft rather than blindly following trends. Their pieces are heavily inspired by culture, sports, faith, nature, and personal milestones.
Most of their products are crafted around four broad categories - Aesthetic, Nature, Old Money and Customisation. Their main aim being on intricate detailing and premium craftsmanship.
But the journey wasn’t so simple and came with its own set of challenges. Building trust, finding skilled artisans capable of executing highly detailed designs, maintaining consistent quality, and balancing creativity with business realities were some of the biggest hurdles. A significant amount of time is spent refining concepts, proportions, details, and finishes to ensure each piece has meaning and character.
A great example is their Ronaldo Legacy Pendant, which captures five iconic moments in a single handcrafted design. It represents their philosophy of turning stories into wearable art rather than simply creating jewellery.
Speaking about the learnings, Jasim expounded on the fact that consistency matters more than perfection. Success isn’t just one breakthrough, but small improvements done daily that compound over time. Staying patient, focusing on genuine value and not comparing your journey with others are important pillars for any entrepreneur.
Unlike previous generations, younger buyers are increasingly choosing jewellery that reflects hobbies, fandoms, travel, spirituality and personal milestones. Instead of waiting for weddings or festivals, they're buying pieces that feel uniquely theirs, and this is the wave that Luxemettle is trying to catch onto.