Indu was made for women living in two worlds at once. The ones who wear jhumkas with jeans on a Tuesday and again, dressed differently, at a cousin's sangeet. Whose jewelry boxes hold their grandmother's bangles next to the studs they bought themselves last month.

We started Indu because the jewelry passed down from our mothers lived in velvet boxes, brought out for weddings and Diwali and not much else. The pieces we could find outside of family jewelers were either too occasion-heavy for everyday life, or too disconnected from the craft and meaning that makes this jewelry matter. There wasn't a brand making jhumkas you'd actually wear with a t-shirt, or a maang tikka that didn't require a bridal party to justify it. So we set out to make them.

Our mothers wore their gold to the grocery store. There's a reason for that. We build pieces meant to be lived in, not stored. Heritage isn't a costume. It's something you put on a Wednesday because you feel like it, with a kurta or a slip dress, between a mehndi and a dinner reservation.

If you've ever stood in front of your jewelry box feeling like nothing quite fit who you are now, Indu is for you.

With Love, 

- Indu Team