Editor’s Note
**Editor’s Note:** This article explores how a personal family legacy inspired Prerna Chandna to launch Ayka Jewels, a brand rooted in ethical sourcing, transparency, and direct-to-consumer value.
Ayka Jewels’ founder, Prerna Chandna, built the brand around transparency, ethics and direct-to-consumer savings. Growing up, she watched her mother carefully curate her collection of diamond jewellery. Each piece wasn’t just an accessory; it was a source of confidence—an extension of her style and a symbol of the legacy she was creating for her daughters. For her, diamonds weren’t just about status; they represented self-expression and the joy of passing down something timeless.
However, when it came time for Chandna to build a collection of her own, though she aspired to make the same kind of opulent, beautiful choices, she found she couldn’t square that desire with the harsh realities of the diamond industry. The ethical concerns surrounding mined diamonds, coupled with their exorbitant prices, always gave her pause. In tandem with this, she noticed many of her peers experiencing a similar crisis. They all wanted to have the same kind of elegance that their ancestors had had with diamonds but didn’t want to engage with an industry that they now knew was so troubled.
To solve this widespread problem, Chandna founded Ayka Jewels, focusing on lab-grown diamonds. These diamonds proved to be the perfect solution, offering an ethical, sustainable alternative that was identical to natural diamonds. Another pillar of the brand’s founding was a simple belief: Everyone deserves heirloom-quality diamond jewellery. That’s why the company offers luxurious, high-quality diamonds at a fair price.
Ayka Jewels exclusively sells lab-grown diamond jewellery and operates solely online, providing offers directly to consumers and eliminating middlemen. The brand also offers the highest quality lab-grown diamonds, ensuring the best value for customers. The aim is to remove the uncertainty from choosing the perfect stone, with the brand guaranteeing that the diamond you receive is of the highest standard.
To achieve this, Ayka Jewels offers a carefully curated catalogue of designs, ranging from classic solitaires to detailed vintage and floral pieces. Customers can select directly from this catalogue or opt for a custom-made, fully bespoke ring and jewellery-design service. The design process begins with scheduling a virtual consultation, during which a specialist will speak with you to better understand your vision for the piece. They will then create a computer-aided design to bring your vision to life. From there, you can collaborate with the team to tweak any elements and reach a final design that you are completely satisfied with.
This custom process reflects Ayka Jewels’ approach. The team is dedicated to providing exceptional customer service—a value often overlooked. Additionally, the brand guarantees quick responses to all customer questions, ensuring that customers feel confident they can contact them at any time and receive a prompt reply.
As Ayka Jewels grows, the team has ambitious goals of becoming one of the world’s top jewellery brands and a recognized household name. In a modern world full of controversy and complications, Ayka Jewels is a fresh presence, and its mission will remain the same: to redefine what luxury means in a modern, conscious world.