The Journey of a Visionary: From Art Enthusiast to Jewelry Pioneer
In a major feat achieved by an Indian jewellery brand - SOHNAA has been nominated as one of the top 18 luxury startups in the world at the Luxury Innovation Summit in Geneva 2024, the only Indian company to achieve that.
MS. Sonali shah seth
The story of SOHNAA begins with Sonali Shah Sheth, an industry luminary whose journey is rooted in passion, perseverance, and a rich legacy of jewelry craftsmanship. Hailing from a family deeply embedded in the jewelry trade—her father in diamonds and her grandfather in pearls and colored stones—there seemed to be something innate in Sonali’s affinity for the art of jewelry.
After winning a scholarship from De Beers and receiving several prestigious accolades, Sonali ventured into various roles—freelancing, corporate leadership as well as teaching.
Sonali established Jewelsprings Design Academy in 2003, driven by a desire to impart her expertise and support the next generation of jewelry designers. Jewelsprings, based in Surat, is a top-tier online jewelry design school known for producing talented graduates who now excel across various sectors of the jewelry industry, from highprofile jewelry brands to export firms and retail stores. The academy offers courses ranging from manual jewelry design and CAD to the use of Procreate, enabling students to develop both technical skills and creative confidence.
The Role of Product Development and Creativity
In an industry as competitive as jewelry, creativity is the cornerstone of success. In SOHNAA, product development goes beyond simply crafting beautiful pieces. It’s about creating jewelry that resonates with a deeper emotional and cultural significance. The pieces come from the founder’s understanding of every aspect of the design and manufacturing process. From concept to execution, the development process in jewelry design requires a meticulous balance of artistry and technical expertise. And SOHNAA excels in both.
For students at Jewelsprings Academy, Sonali instils this same dedication to creativity and craftsmanship. She emphasizes that creating a timeless piece of jewelry requires a balance of artistry and technical knowledge.
Latest Trends in Jewelry Design
Jewelry trends, like fashion, are in constant flux, influenced by cultural shifts, technological advancements, and evolving consumer preferences. Today’s consumers, especially well-traveled, independent women in their 30s to 50s, are looking for jewelry that is not only beautiful but also meaningful and sustainable. Minimalist designs, often infused with personal significance, are becoming more popular as women seek pieces that reflect their individual stories.
One of the most exciting trends is the use of alternative materials like resin, plastic, and mixed metals alongside traditional gold and diamonds. This trend reflects a broader movement towards sustainability and innovation in design. Additionally, advancements in technology such as 3D printing and AI-driven prompt-based design are revolutionizing the way jewelry is conceptualized and produced. Virtual reality (VR) is also becoming an essential tool for showcasing jewelry in immersive, engaging ways, allowing customers to virtually try on pieces before making a purchase.
Despite these technological innovations, SOHNAA remains committed to the human touch in design. She believes that while technology can enhance the creative process, it can never replace the emotional connection that comes from handcrafted jewelry. “Human touch will always touch the heart more,” says Sonali, emphasizing the importance of storytelling, technique, and craftsmanship in creating timeless jewelry.
A Career in Jewelry Manufacturing: Entrepreneurial and Job Opportunities
The jewelry industry offers a wide range of career opportunities, whether one seeks to become an entrepreneur or a professional within a corporate environment.
The jewellery industry currently is replete with opportunities. From design and manufacturing to marketing and sales, the jewelry industry requires a diverse range of skills. In fact, with the rise of e-commerce and digital platforms, new roles such as digital marketing specialists and social media managers are becoming increasingly important in the jewelry space.
And Jewel springs Academy is committed to provide the right kind of guidance to its students to gain maximum benefit of the opportunities available.
Moreover, for aspiring jewelry designers, there is no substitute for originality. “Don’t copy,” Sonali advises. “Each one of us is unique, and it’s our duty to recognize that gift and work hard towards it.” She encourages young designers to stay consistent, work hard, and not give up, even when faced with challenges such as balancing family responsibilities and career aspirations.
What Next?
Reflecting on her journey, Sonali shares some memorable lessons that have shaped her approach to jewelry design and business.
Winning prestigious awards like the De Beers Award and the Artisan Award reinforced her belief in setting high standards for herself.
Looking ahead, Sonali is excited about the future of SOHNAA. The brand aims to be an epitome of pushing the boundaries of creativity and sustainability while staying true to its cultural roots, Design and craftsmanship. Technological advancements lie 3D Printing and AI are surely areas that will influence the jewellery Industry in the coming years and Sonali aims to remain committed to the human potential that can be explored through these advancements.
Whether it’s her academy Jewelsprings or her brand SOHNAA, the direction is the persistent pursuit of excellence, of giving the highest quality to the customers whether they are SOHNAA clients or Jewelsprings students.