At the launch event in Mumbai, Deshya unveiled its first collection through a curated runway presentation. Going ahead, it plans to leverage experiential engagement to build the brand
Mumbai: Deshya, a new gemstone jewellery brand, was launched recently at a grand event at the Taj Mahal Palace, Mumbai. The brand, founded by gemologist Rhea Poddar Loyalka, aims to know the story behind every stone and capture the market shift towards high-end gemstone jewellery.
At the launch event, the brand unveiled its first collection through a curated runway presentation celebrating colour, culture and craftsmanship. The runway showcase was curated by Marc Robinson, one of India’s first male supermodels. Models walked the runway in couture by designer Gavin Miguel, paired with Deshya’s signature gemstone creations. Brand visuals were captured by ace photographer Dabboo Ratnani, whose imagery will headline Deshya’s upcoming campaigns. Taking the stage, stylist and costume designer Anaita Shroff Adajania formally introduced Rhea Poddar Loyalka and the newly launched Deshya to attendees.
“Deshya was born out of a desire to bring colour back into fine jewellery—where every gemstone carries a story, and every design feels deeply personal,” said Rhea Poddar Loyalka, Founder, Deshya. “This launch is not just a beginning, but a continuation of a creative journey rooted in purpose and craft.”
Deshya’s launch aligns with a significant shift in India’s fine jewellery market. With global luxury houses such as Bvlgari, Tiffany & Co., Cartier, etc., strengthening their presence in India and showcasing gemstone-led collections, coloured gemstones are fast emerging as a new luxury statement.
For Loyalka, Deshya marks the continuation of a legacy. A GIA graduate, she grew up surrounded by gemstones through her family’s brand Ma Passion, established in 2001 and known for reviving the traditional gemstone carving art of Rajasthan. Ma Passion operates from the Grand Hyatt, Mumbai, and continues to serve a global clientele for its carved gemstone sculptures.
“My parents’ work taught me to see gemstones as living materials,” explained Loyalka. “With Deshya, I wanted to give those stones a new voice — through jewellery that feels contemporary, meaningful, and rooted in Indian craftsmanship.”
Each Deshya piece begins with the gemstone: its hue, cut and character guiding the design. The brand works with a rare mix of ethically sourced coloured gemstones from around the world, often available only for short periods each year. “We know the story behind every stone — where it’s mined, who we buy it from, and how it’s sourced,” Loyalka added. “Our USP lies in that authenticity and rarity. Every design is one-of-one, created around the individuality of each gem.”
Priced in the Rs. 4 lakh to Rs. 75 lakh range, Deshya’s jewellery is created for HNIs and individuals who value luxury, fashion and art.
Deshya plans to build its presence through exclusive showcases and private events, aimed at connecting with discerning buyers. “Our jewellery must be experienced, not just viewed,” said Loyalka. “That’s why our focus is on personal, high-touch events rather than traditional retail. These settings allow us to reach the right crowd.”
While social media will serve to highlight the rarity of gemstones and the creative process behind each piece, Deshya’s brand building will rely heavily on experiential engagement. The brand plans to host shows in Mumbai, Delhi, and Hyderabad, and will extend its global presence through participation at the Pueblo Gem Show in Tucson, Arizona.
Looking ahead, Loyalka plans to open a flagship boutique in Mumbai, envisioned as a sensory space where clients can explore gemstones in their truest light. “Each stone deserves the right setting and atmosphere,” she said. “Our boutique will be more than a retail destination — it will be a gallery celebrating colour, texture and the soul of each gem.”
Rooted in the Sanskrit word for belonging, Deshya is built on Loyalka’s conviction that gemstones deserve to be the heroes of fine jewellery.
Written by Pratyasha Kumari
Retail Jeweller India Exclusive
