Shobha Shringar Jewellers launches sub-brand ‘Chokseys 1983’ to meet demand for exclusive jewellery 

The core idea behind the new brand is to craft jewellery that is high-end and bespoke, ensuring that no design is ever repeated 

Mumbai: Shobha Shringar Jewellers introduced its new sub-brand, ‘Chokseys 1983’ in January this year, to offer high-end, bespoke jewellery to its clients. “We wanted to create something that stands apart and reflects the essence of exclusivity,” said Snehal Choksey, Partner, Shobha Shringar Jewellers. 

The decision to launch ‘Chokseys 1983’ as a separate entity stemmed from the need to distinguish a unique collection that sets itself apart from conventional jewellery offerings. Over the years, the founders of Shobha Shringar observed a growing segment of clientele seeking jewellery that is not only high-end but also unique. This realization led to the creation of the sub-brand which caters to customers who value individuality in their jewellery. The brand employs international-quality machinery, and quality materials sourced from around the world to create its jewellery. 

According to Choksey, the core idea behind the new brand is to craft jewellery that is exclusive, ensuring that no design is repeated. Each piece is created with a distinct identity, incorporating high-quality materials such as rose-cut diamonds, emeralds, rubies, yellow diamonds and other rare gemstones. “Every piece tells a story, and we want our clients to own something that is truly theirs and will never be replicated,” he added. 

To provide an appropriate setting for these exceptional pieces, the jewellery brand has established a boutique rather than a conventional store. Located in South Mumbai, the outlet offers a luxurious and personalized experience, allowing customers to appreciate the craftsmanship and inspiration behind each piece. “The overwhelming response in just a short span of time reassures us that there is a strong appetite for this level of exclusivity in India,” Choksey remarked. 

The design philosophy behind ‘Chokseys 1983’ breaks away from traditional jewellery styles. While many designs typically feature standard red and green gemstones, the jeweller introduces a broader spectrum of colours and styles, incorporating Colombian and Russian emeralds, ruby lights, agonites and mahogany lights, among others. “We are redefining the jewellery experience by offering designs that challenge conventions while maintaining the essence of fine craftsmanship,” Choksey explained. 

Although Shobha Shringar Jewellers had previously offered similar high-end products, these pieces often blended into the broader collection, lacking a distinct identity. The creation of ‘Chokseys 1983’ provides a dedicated space to showcase these extraordinary designs. The boutique setting enhances the customer experience, allowing clients to engage with the story and inspiration behind each piece. “This boutique is not just a space; it is an experience where clients can truly immerse themselves in the artistry of each piece,” Choksey said. 

Looking ahead, the brand has ambitious plans for expansion. While immediate growth is not anticipated in the next few months, the long-term strategy includes launching additional boutiques in key cities across the country where demand for bespoke jewellery is strong. “We see tremendous potential in emerging markets, and in the next couple of years, our goal is to have two or three more outlets for Chokseys 1983 in more cities,” Choksey shared. 

Currently, Shobha Shringar Jewellers operates a single flagship store in South Mumbai, along with the ‘Chokseys 1983’ boutique in the same area. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive