Her Story Jewels rebrands as ANEKA, aims at global expansion 

With headquarters in Geneva and international offices in key fashion capitals, ANEKA is backed by Walking Tree 

Paris: In a bold move signaling a new chapter in luxury fashion, the Maison, formerly known as Her Story Jewels, has rebranded as ANEKA, embarking on a journey of global expansion and innovation. With its sights set on Paris and the United States, ANEKA introduces collections inspired by universal modern values, with claims to redefine the boundaries of luxury fashion. 

Derived from the Sanskrit words “anek” (many) and “ek” (one), ANEKA encapsulates the essence of individuality within a diverse world, honoring its roots while embracing a global identity. Chairman Philippe Nobile emphasizes the brand’s philosophical depth, stating that ANEKA represents a modern question about the individual’s role within the collective. 

Under the leadership of CEO Ankit Mehta, ANEKA is poised to make an impact in the luxury market, fostering a global network of talent dedicated to elevating the brand’s status. Mehta stresses the importance of adaptability and evolution in creating a modern, inclusive brand that resonates with people from all walks of life. 

Each crafted ANEKA collection undergoes a nine-month to a year-long process in the Maison’s state-of-the-art atelier, showcasing best-in-class diamonds and precious gemstones set in pure 18K recycled gold. Brand Director Sitanshi Talati-Parikh underscores ANEKA’s commitment to creating meaning and positive impact, fostering understanding through diverse voices and values. 

Recognizing the environmental and social impacts of its materials, ANEKA reaffirms its dedication to international standards, fair-trade practices, and supporting artisan communities, including training and support for women artisans. The brand is actively pursuing carbon neutrality by 2025 through innovative sustainability programmes. 

With headquarters in Geneva and international offices in key fashion capitals such as Paris, Mumbai, New York, and Milan, ANEKA is backed by Walking Tree, a global leader in gems and jewellery. With this strategic partnership and a commitment to excellence, ANEKA hopes to redefine luxury fashion on a global scale, inspiring meaningful dialogue and positive change.

Retail Jeweller India News