DNA jewellery: Chennai designer tastes success in market for human DNA encased in gold and silver

Sangita Mehta, founder of Breastmilk Memoriez, talks of the increasing demand for custom-made jewellery or keepsakes using breast milk, umbilical cord stumps, locks of hair, teeth, nails and even blood, and why it has the potential to grow as a category

DNA jewellery – human DNA in any form sealed in custom-made gold and silver wearables or keepsakes – is still a relatively new concept in India, but catching on among young parents and grandparents. Breastmilk Memoriez, a Chennai-based DNA jewellery brand, has catapulted itself into the centre of conversations by creating jewellery and souvenirs using breast milk, umbilical cord stumps, locks of hair, teeth, nails and even blood, and sealing them creatively in gold and silver. “Our concept is to create wearable memories that celebrate the bond between a mother and her child. We believe that breast milk and other DNA are powerful symbols of life and love that deserve to be cherished and preserved in a special way,” says 33-year-old jewellery designer Sangita Mehta, founder of Breastmilk Memoriez.

Mehta was part of a women’s group on Facebook that discussed how breast milk jewellery was so popular in the West but there were no companies producing it in India. Spotting opportunity, Mehta launched her brand in 2016, to offer custom, handcrafted pieces of DNA jewellery that have become quite popular. “Our brand has expanded to include a range of DNA jewellery pieces, including pet hair jewellery and blood jewellery. We are passionate about creating unique, one-of-a-kind pieces tailored to our clients’ needs. Each piece tells a story and preserves precious memories,” Mehta says.

SEALING MEMORIES

Talking about the process of designing and creating DNA jewellery, Mehta says that she works closely with clients to create a personalized piece that captures their vision, and offers them a range of designs and styles to choose from. “People can either draw and share a picture of their requirement via WhatsApp or we decipher their thoughts on paper and work around it to finalize the design. Some of the unique pieces we have created in the past include a breast milk and umbilical cord pendant, called the ‘Sherkhan Pendant’. It’s an intricate design and would be the most challenging design we have worked on. Another beautiful design, my personal favourite, is the ‘Enchanted Pendant’ – it has mom’s breastmilk, baby’s hairlock and pressed dried flowers. We also offer options like adding baby’s name or date of birth, and even birth stats like time of birth, weight and height or blood group on the jewellery. We have also created pieces with additional elements like birthstones or metal charms to add an extra layer of personalization,” explains Mehta.

Customers are provided with a kit that they can use to safely and securely send their DNA samples to Mehta, who gives them support and detailed instructions. She occasionally holds workshops and online courses to teach people how to make DIY DNA jewellery.

As for the shelf life of the products, they are intended to last a lifetime, and become heirloom pieces, says Mehta. “We use high-quality materials and a proprietary preservation process to ensure that the breastmilk and DNA in our jewellery is properly encapsulated and will not degrade over time. However, the life of the jewellery or keepsake solely depends on how it is cared for. They need to be stored in a cool, dry place without exposure to direct sunlight or harsh chemicals,” Mehta adds.

GOLD & SILVER QUOTIENT

Pricing of products depends on the type of jewellery and design chosen by clients. “Generally, our prices range from Rs 2,000 to Rs 50,000 or more for a custom piece. The Sherkhan Pendant, for instance, was priced at Rs 1,20,000 a year back. The pricing is based on factors such as the type of metal used – silver or gold – or the complexity of the design, and any additional features like gemstones or engravings. The amount of gold or silver used depends on the specific design and can vary from piece to piece. The most popular choice among consumers is the 925 silver option. It’s affordable and comes with a lifetime warranty. Also, the client can choose to get gold or rose gold polish on their silver jewellery,” says Mehta, adding that the products are available online on the brand’s website and are also created by consultation at its studio in Chennai.

According to Mehta, clients come from all age groups and genders, but she primarily serves mothers, fathers and grandmothers who are looking for a unique and personal way to celebrate their relationship with their children and grandchildren.

POTENTIAL TO GROW

According to Mehta, there is a significant potential market for DNA jewellery in India, particularly for mothers and families who are always looking for something unique and meaningful for themselves and their babies. She prefers not to disclose specific sales figures, but says she has created jewellery for more than 3,000 clients and maintaining a strong relationship with them is top priority for her in her growth path. “We plan to continue to invest in research and development to improve our processes and create innovative products that will delight our clients,” says Mehta.

As with any new concept, there is some competition in the market and Mehta is aware of a few other businesses in India that offer similar products, but believes that her focus on quality, personalized design and customer service sets her apart. As a brand, she is looking to tie-up with other businesses and brands to reach a wider audience. Her goal is to expand her offerings to new product categories and explore the international market, particularly in regions where there is a growing interest in DNA jewellery.

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