Our Story
Shreya's dad was the inspiration for the brand 'Deva'.
January 2019
Shreya comes from a background working in the fin-tech space. She had always been passionate about beauty and fashion growing up. In the winter of 2019, she came to meet Sahaj, who hails from a finance background.
As with every bride, Shreya's dream was to wear various jewelry pieces at each event during her wedding, displaying her love of clothing and jewelry.
Being born and raised in the United States, Sahaj noticed that women bought jewelry differently here. Purchasing jewelry in bulk from India for upcoming events, since many of the incredible items available there aren't available in the United States.
November 2020
In the midst of a global pandemic and lockdown, many brides and their families could not travel to India or other states in the United States. Buying multiple jewelry pieces for the wedding weekend can be a difficult task due to the limited selection of options available in the United States amid wedding expenses.
They recognized the difficulty of obtaining luxury South Asian jewelry, as well as its lack of accessibility and customer service quality.
As a Mumbai native, Shreya knew there had to be a better way to access Indian designers, so she started contacting premier Indian designers to bring some of the best designers on a US-based marketplace.
Following their wedding, they created a one-stop destination offering the best in luxury South Asian jewelry by India's finest designers for brides, bridesmaids, grooms, and the entire wedding party for every occasion.
They sought out several premier Indian designers in order to support some of the amazing artisans in the country.
Our co-founder, Shreya wore some of these high-quality pieces to her own wedding.
"Our core mission is to empower women by bringing together their common love of Indian culture and traditions while supporting local designers and artisans."
November 2022
Through innovation in the fashion-tech space and with a vision to redefine how men and women shop and wear South Asian jewelry, Shreya and Sahaj launched the New York-based online store.
In the coming years, we are committed to cultivating creativity and introducing emerging talent throughout the country through Deva.
We believe that quality and luxury jewelry shouldn't be something that is only worn once.
Although most of us own a lot of beautiful jewelry, every time there is an occasion to wear it, we’re tempted to wear something trendy.
Keeping sustainability in mind, we hold limited inventory, and some pieces are only made-to-order. This allows us to order pieces you will wear and admire forever, ultimately becoming heirlooms that are passed down from generation to generation.
