
Dr. Shruti Kesarwani, who is a Jewellery Designer started her brand Shruti by Shri Badri Saraff, that holds a legacy pan Lucknow since 1920.. She’s the third aspirational generation who aims to deliver authenticity with international certifications and Huid Hallmarked Gold/ Diamond / Silver jewellery
Her father Shri Nath Kesarwani expanded it further with his hard work and Shruti aims to bring a modern touch to contemporary & traditional jewellery with her aesthetic artistic intricacy designed to perfection and finesse as elegant designer wears for the modern woman of today.
Let’s read more about this amazing Woman Entrepreneur in conversation with Womenshine.
WS: Your family’s jewellery business dates back to 1920. How do you balance honoring the legacy of your forefathers with introducing modern elements into your designs?
SK: Family legacy dates back to 1920 est. by my grandfather Mr. Badri Prasad Kesarwani. His empowering vision gave us all directions. The fruitful beginning of the modern generation changed rhythm in the business when more innovation and digitalisation was brought into productivity. Blending the contemporary with the modern jewellery designs and bringing theme based creativity into the jewellery line became my forte. I introduced the air light office wear collection, daily wear jewellery, kitty collection, cocktail collection, party wear collection and wedding based themes as TIARAS, meaning crowns for the queens. The introduction of intricate Italian jewels provided an edge and innovation surged with elegance and gave jewelleries a very sophisticated appeal.

WS: As a trained Kathak dancer and jewellery designer, how does your love for classical art influence your jewellery designs?
SK: Creativity comes in all forms and mediums. I am trained as a classical kathak dancer from Prayag Sangeet Samiti, Allahabad. Jewellery runs in my blood line. The perfection, finesse, elegance, postures, forms, ethics, intricate steps that is imbibed well within me with this dance form is reflected well in my jewellery designs with the same art form of grace and effectiveness of jewelleries that impress, jewelleries that are tasteful and jewelleries that hold a special place in your heart with a story behind every piece reflecting passion into each designing.
WS: You have recently received a Doctorate while managing your jewellery business. How has your academic journey shaped your vision for the brand?
SK: Recently honoured with PhD in Jewellery, I did my research from Switzerland Geneva, Swiss School of Business Management (SSBM) in retail jewellery omni-channel designing and curating in India. As the topic itself was about Omnichannel business presence with eye catchers jewellery designs, my focus is to represent business that fetches creativity and advancement far more designed with unique aspects of sales on online as well as offline channels.
My business growth is transcend and transparent as per the needs of today’s generation, making it reach far and wide and not only confined to the limits of a particular city. I have a vision to expand and explore opening all doors, tasting success in full glory.

WS: Your jewellery caters to contemporary women. What design philosophies do you adopt to ensure a blend of tradition and modernity in your pieces?
SK: The self reflection of an empowering queen is the aura of the modern woman, who is independent, bold and mindful of her choices. I cater to brilliance and adorn each jewellery with limitless passion of creativity niched and crafted into these precious diamonds, gold and silver assembles. Authenticity, ethnicity, grace, huid, hallmarked, internationally certified jewels are drafted with a lot of attention to detail that is carved to perfection for the princesses and queens of the modern era.
Simplistic designs with minimalist details are launched as air light office weight mesmerization. Modern trending heavy weight jadua, Polkis, kundakari, Turkish, Italian designer wedding assembles are launched with the use of gemstones as timeless trending trends.


WS: Being a woman entrepreneur in a traditionally male-dominated field, what challenges have you faced, and how do you empower other women through your work?
SK: Male dominated society was supporting and a provider with stocking, manufacturing and managing. They appreciated my talent, creativity and sales pitch. Their support was heart rendering in the dire times of need. Yes, there have been challenging situations of surging extra charges on jewellery, being new in the business but that is a part and parcel of all business alike.
Jewellery was a high ticket business and the debts of loans was a major challenge, that I managed well with perseverance of hard work as being unstoppable generating growth oriented business. I was helped by all my cousins, brother and manufacturers alike in building up this firm.
I retained more women staff as they had been more organised and assertive in performance.



WS: With increasing consumer demand for ethical and sustainable products, how do you ensure your brand stays aligned with these values, particularly in the luxury segment?
SK: Being a creative source of inspiration and a lady expecting perfection from start to the end process, I never compromised with cheap labour or cheaper manufacturing. I tried giving justification working alongside the best designers and manufacturers of India who ultimately cost more but provided finished quality products that always had an oomph factor with the clients.
I kept affordable rates, best designing, unique talent, international certifications as the sales niche pitch.
WS: As a writer, philosopher, and philanthropist, what personal experiences inspire you the most in your creative process?

SK: Creativity is a journey that unfolds many virtues. You pile up building all the more with leaves of experience paging up in your life book. Nature is ever evolving and inspires me the most to stay sane, to yield my creative designing from its variable sources and spin & spree this balance of nature in my jewellery art as designs that personifies nature in itself, catching up with flora and fauna themes at times to aspirational blend of nature crafted blooms as the aura of my design tone and base.
WS: You wear many hats—designer, dancer, writer, and healer. How do you see all of these passions coming together in your future personal and professional life?
SK: I compile them all together gracefully. Being a pranic healer I imbibe the aura of all living and non-living. I capture my radiance from spirituality. My writing provides me edge to deliver poetry as my essence to explaining jewellery as mesmerisations. My PhD imbibes me well with prevailing knowledge with surges of learning and gaining more from the unexplored in life and my classical kathak dance gives me beats and jiggle to see beauty as a whole in this universe.
I walk with an unstoppable rhythm gaining every ounce of living bliss of my existence, crafting and shaping my reality as a dream well lived.
Everyone can follow me on instagram https://www.instagram.com/shribadrisaraffbyshruti/
Team WS