The Amethyst Store, founded in 2018, draws its roots from Sri Vasavi Thangamaaligai, a distinguished jewellery house in Dindigul, Tamil Nadu, that has served customers since 1942. The brand was born out of a deep understanding of evolving consumer preferences and a passion for making silver jewellery both luxurious and accessible.
Siblings Srinithi, Sweatha, and Shricharran grew up in a family immersed in the fine jewellery industry. They witnessed firsthand the transition from handcrafted gold ornaments to the increasing demand for elegant pieces suited for everyday wear. This shift in consumer behavior led to a pivotal question: What if heritage craftsmanship could meet modern design to create jewellery that was both luxurious and affordable?
The vision gained momentum during a college project when Srinithi designed and crafted ten unique silver jewellery pieces. By blending traditional techniques with contemporary aesthetics, she sold out every piece within a week, signaling strong demand.
Further conversations with young professionals and brides revealed a growing desire for jewellery that was not only perfect for grand celebrations but also sophisticated and versatile enough for daily wear. This insight became the foundation of The Amethyst Store, a direct-to-consumer (D2C) brand offering high-quality, gold-plated silver jewellery that seamlessly blends tradition with modernity.
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