Pune (Maharashtra) [India], January 4: As mass production takes over the traditional jewellery industry, Pune-based Sanguine Aura preserves the art of handcrafting ornaments through its crystal and gemstone jewellery collection. Founded by Ridhi Jethani, the brand specialises in creating pieces that combine natural crystals with pure metals, each carefully created by skilled artisans who maintain traditional wire-wrapping techniques.
“Every piece we create tells a story of true effort and craftsmanship,” says Ridhi, who started by gifting handmade jewellery to friends in December 2021 before launching her brand. “In a market flooded with identical mass-produced items, we choose to make fewer pieces but ensure each one is unique, meaningful and built to last generations.”
Each creation by Sanguine Aura features natural crystals like labradorite, rose quartz, clear quartz, amethyst and many rare crystals, all skillfully shaped by Indian artisans. The process is intricate and time-consuming, but Ridhi believes it’s worth the effort. “We don’t use machine-cut stones or apply chemical polishes. We source crystals from genuine crystal and gemstone cutters across India, maintaining its natural energy and beauty.”
Apart from crystal jewellery, Sanguine Aura’s collection includes precious gemstones such as emerald (panna), ruby (manik), sapphire (pukhraj), and real pearls. Its silver jewellery line offers personalised pieces, while its copper collection has gained particular recognition for its nature-inspired designs.
All this effort has not gone in vain, as it has earned them a loyal customer base, with hundreds of orders delivered across India. “About 60-70% of our customers return for more pieces,” Ridhi shares. “Some have even commissioned entire collections for themselves. This trust in our craftsmanship is what drives us to do what we love.”
Operating as an online brand, Sanguine Aura’s workshop follows traditional wire-wrapping techniques, where artisans carefully bend wires around crystals and gemstones to create elegant ornaments. “Each piece undergoes thorough quality checks,” explains Ridhi. “We even cleanse and charge every crystal after finishing each piece.”
The brand has built its reputation on transparency and authenticity. When customers request certification, they work exclusively with IGI-accredited labs, ensuring each piece’s legitimacy. The materials used by the brand are thoughtfully sourced from small businesses across India, supporting local artisans and the nation’s economy.
The artistry and attention to detail in each piece resonate with customers. “The ring is of top-notch quality, intricate but sturdy and truly a unique piece,” shares a client who commissioned a labradorite ring. This sentiment echoes across their growing customer base, where each order, from pyrite stone rings to customised citrine earrings, comes with a personal touch that has become Sanguine Aura’s hallmark.
Every piece in Sanguine Aura’s line, from delicate topaz pendants to eye-catching fire opal pieces, embodies their idea of making jewellery that is both beautiful and meaningful. As they continue to grow, this artistic team stays true to its core principle: exceptional craftsmanship, authentic materials, and lasting quality.
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