With nearly seven decades of heritage, Diviniti has been synonymous with purity and precision in luxury craftsmanship. Today, under the dynamic leadership of Dr. Amushree Jha, Director, the brand is entering a new chapter—where legacy meets innovation and every creation holds a story. From reimagining traditional gold artefacts to launching “Portrait on Gold,” a one-of-a-kind heirloom crafted on 24K Swiss gold, Dr. Amushree is redefining what meaningful luxury and heartfelt gifting look like in modern India. In this candid conversation, she shares her vision of emotional craftsmanship, technology-driven artistry, and the power of building a brand with purpose.
1. How have you reimagined Diviniti’s legacy for today’s luxury market?
Diviniti carries a legacy that spans nearly seven decades, and my role has been to reinterpret that heritage for a new generation of luxury consumers. Today’s audience values meaning as much as aesthetics, so we shifted from being just a gold-artefact brand to becoming a luxury house of emotional craftsmanship. We have retained our traditional ethos, precision, and purity, but reimagined our design language, product philosophy, and customer experience to reflect a more contemporary, personalised, global outlook.
2. What inspired the creation of “Portrait on Gold”?
“Portrait on Gold” was born from a simple yet powerful idea — memories deserve permanence. In a world where photos get lost in digital clutter, we wanted to create something eternal. The concept of immortalising memories on pure 24K Swiss gold foil felt like the perfect blend of technology, art, and emotion. It allows people to celebrate moments, relationships, and legacies in a form that will outlive generations — a true modern heirloom.
3. How is Diviniti redefining the idea of gifting in modern India?
Gifting in India is deeply emotional, but somewhere along the way, it became transactional. At Diviniti, we are bringing back the soul of gifting — pieces that tell a story, capture sentiment, and hold value beyond an occasion. Through offerings like Portrait on Gold, we’re shifting the focus from material gifting to meaningful gifting. Whether it’s a wedding, anniversary, or milestone celebration, people are now choosing gifts that make the recipient feel truly seen and appreciated.
4. As a woman entrepreneur, what challenges shaped your journey with Diviniti?
Leading a legacy brand in a largely male-dominated manufacturing and luxury sector came with its challenges — from earning trust to proving capability. But each challenge strengthened my conviction. Balancing tradition with innovation, and business with creativity, taught me resilience and clarity. I realised that the real power of a woman leader lies in her empathy, intuition, and ability to build brands that connect emotionally with people.
5. How do technology and craftsmanship come together in your products?
At Diviniti, we see technology as an enabler, not a replacement. Our artisans bring decades of skill, while Swiss-engineered precision ensures permanence and quality. With Portrait on Gold, advanced nano-printing technology captures every detail of an image, but it’s the final touches by craftsmen that give it character, depth, and soul. This harmony between innovation and human touch creates pieces that are both scientifically precise and artistically expressive.
6. What’s your long-term vision for Diviniti and Portrait on Gold globally?
Our vision is to position Diviniti as a global ambassador of India’s craftsmanship and spiritual design heritage. With Portrait on Gold, the goal is to take Indian innovation to the world — to make it a recognised symbol of emotional luxury and meaningful gifting internationally. We are expanding into global markets through curated retail experiences, premium partnerships, and future-ready innovations that blend art, authenticity, and technology.
Company Website – https://www.diviniti.com/
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