In the vibrant city of Jaipur, a unique jewellery brand is blending tradition with contemporary design to create stunning pieces that tell a story of heritage and innovation. SONKANCH, spearheaded by the visionary duo Vinita Malviya and Amber Malviya, is redefining the art of Thewa jewellery. With a rich history dating back to the Mughal era, Thewa art is a delicate process of fusing 23-carat gold with multicoloured glass, a craft that was on the brink of extinction. However, thanks to the efforts of SONKANCH, this intricate art form is experiencing a revival on both national and international stages.

The Genesis of SONKANCH

Vinita Malviya, the Proprietor and Creative Head of SONKANCH is a woman of many talents. A wife and mother of twins, Vinita transitioned from a background in education to the world of jewellery design after her marriage to Amber Malviya. Amber, the Managing Director of SONKANCH, has been successfully running a handicraft export business since 2001. Together, they launched SONKANCH, a brand that brings a distinctive touch to Thewa jewellery by introducing new designs and innovative presentation techniques in the retail sector.

Thewa Art: A Glimpse into the Past

Thewa, which literally means "setting," involves a detailed process where 23-carat gold is beaten into thin sheets and intricately inscribed using a fine chisel. Originating in the Pratapgarh district of Rajasthan around 400 years ago, this art form was traditionally practised by the Rajsoni family. Unfortunately, Thewa art was on the verge of becoming a dying art, with only a handful of artisans remaining. SONKANCH aims to preserve and promote this exquisite craft by giving it a modern flair and a global platform.

The Rebranding Journey

SONKANCH, derived from the Hindi words for gold (sona) and glass (kaanch), is dedicated to promoting traditional Thewa art. The brand not only focuses on Thewa but also fuses it with other jewellery art forms such as Meenakari, Chittai, and Jadaoo, creating a glamorous and contemporary look. By doing so, SONKANCH is helping artisans keep their traditional skills alive, providing them with a stable livelihood and well-deserved recognition.

Founders' Vision and Mission

Vinita and Amber Malviya are passionate about their mission to support local artisans and bring Thewa art to the forefront of the jewellery industry. Inspired by Prime Minister Narendra Modi's "Vocal for Local" initiative, they have established an exclusive flagship store dedicated to Thewa jewellery. Their commitment to quality, exquisite design, and transparency has earned them a stellar reputation in the market.

Funding and Expansion Plans

With the success of their initial launch, SONKANCH has attracted significant attention from investors who see the potential in this unique blend of tradition and modernity. The brand plans to expand its reach by opening additional stores across India and exploring international markets. By leveraging its strong online presence and participating in global jewellery exhibitions, SONKANCH aims to make Thewa Jewellery a household name worldwide.

Business Model and Growth

SONKANCH operates on a business model that emphasizes direct engagement with artisans, ensuring fair compensation and sustainable livelihoods. By cutting out middlemen, they maintain control over the quality and authenticity of their products. The brand also invests in marketing and storytelling, educating customers about the rich heritage and meticulous craftsmanship behind each piece of jewellery. This approach has resonated with a discerning clientele, leading to rapid growth and a loyal customer base.

A Legacy of Innovation

Over the years, SONKANCH has stayed true to its roots while embracing innovation. Vinita Malviya's creative vision and Amber Malviya's business acumen have combined to create a brand that is both timeless and contemporary. Their journey is a testament to the power of passion, perseverance, and the enduring appeal of traditional crafts in a modern world.

As SONKANCH continues to grow and evolve, it remains dedicated to its core mission: to celebrate and preserve the art of Thewa jewellery, one exquisite piece at a time.