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E Commerce

How This D2C Brand Is Fusing Heritage And Modern Designs To Redefine Silver Jewellery In India


SUMMARY

Redefining silver jewellery for everyday essentials by fusing heritage and modern designs

Rooted in the legacy of Sri Vasavi Thangamaaligai, a jewellery house serving customers since 1942 in Dindigul, Tamil Nadu, The Amethyst Store was born out of a deep understanding of evolving preferences and a passion for making silver jewellery both luxurious and accessible.

Growing up in a family deeply rooted in fine jewellery, siblings Srinithi, Sweatha, and Shricharran witnessed firsthand the industry’s evolution from…



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