Jéy Jewels by Divya — Where Heritage Meets Modern Elegance.
When it comes to jewellery that tells a story, few do it with as much soul and sophistication as Divya Bhargava, the creative force behind Jéy Jewels by Divya. A contemporary jewellery brand that beautifully bridges cultures, Jéy Jewels blends timeless Indian craftsmanship with modern European design sensibilities, resulting in pieces that are as meaningful as they are mesmerising.
With roots spanning Jaipur, London, and Los Angeles, Divya’s global upbringing shines through her collections — each one an exploration of architecture, nature, and celestial wonder. From her London Voyage collection inspired by the city’s iconic landmarks to her celestial designs that echo the rhythm of the cosmos, every piece embodies a sense of storytelling and emotion.
Women Talking sat down with Divya to learn more about her creative journey, her approach to craftsmanship, and how she continues to redefine what luxury and heritage mean in today’s world.
Personal & Creative Journey
Can you share what first inspired you to create Jéy Jewels and how your journey in jewellery design began?
Jewellery has always been a part of my life and identity. I grew up in a family deeply rooted in fine jewellery and gemstone business, so craftsmanship and design surrounded me from a very young age. Over time, I found myself drawn to the stories that jewellery can tell — not just of luxury, but of culture, emotion, and self-expression.
Jéy Jewels by Divya was born out of a desire to create pieces that celebrate individuality and connection, blending timeless Indian artistry with the modern elegance of today’s world.
Your creative direction is influenced by architecture, nature, and astronomy—how do these elements manifest in your designs?
Each collection begins with observation — a moment of fascination with a structure, a pattern in nature, or the mystery of the cosmos. My London Voyage collection, for example, draws inspiration from iconic London landmarks and the city’s architectural details, while the Evil Eye and Celestial collections echo the rhythm and balance of the universe.
I see design as a language of forms and symbols, where every curve and motif tells a deeper story of harmony, exploration, and meaning.
Having roots in both London and Jaipur, how do you balance these two cultural worlds in your collections?
I actually have roots not only in London and Jaipur, but also in Los Angeles. With most of my childhood spent between LA and Jaipur, and the better part of the last decade in London, I carry a truly global cultural perspective. My collections reflect this blend: the artistry and vibrance of Jaipur, the rich history and minimalism of London, and the bold, flamboyant energy of LA. Each piece is a dialogue between these worlds — a balance of grandeur, refinement, and intricate craftsmanship that feels both personal and universally resonant.
Design & Process
From conceptual sketches to handcrafted production, you’re involved in every stage of the design process—what part do you find most rewarding?
The most rewarding moment is when an abstract idea comes to life — when I see the first prototype and the design speaks back. That transformation from concept to creation, especially when it aligns perfectly with the emotion I envisioned, is magical.
It’s a reminder of why I love what I do — translating imagination into something tangible that resonates with people.
How do you ensure that each piece maintains the brand’s integrity and high-quality craftsmanship while still evolving creatively?
Every design begins with purpose and precision. I work closely with skilled artisans, many of whom come from generations of craftsmanship in Jaipur. Together, we balance creative innovation with meticulous quality control.
I also limit production runs to maintain exclusivity and ensure that every piece feels personal and carefully finished — never mass-made.
Could you walk us through your process of translating an abstract inspiration—like a celestial concept—into a tangible piece of jewellery?
It usually starts with a theme or symbol — say, the alignment of stars or the idea of protection through cosmic energy. I then translate those ideas into sketches, focusing on form and flow. From there, I experiment with materials, textures, and finishes that evoke the theme — matte and gloss contrasts, soft curves, or symmetrical patterns.
The final piece must not only represent the concept visually but also carry the emotional essence behind it.
Brand Vision & Business Growth
Jéy Jewels is known for blending cultural heritage with modern design—how do you communicate that story through your branding and marketing?
At Jéy Jewels, every detail tells a story. Our collections are inspired by travel, emotion, and heritage, blending London’s modernity with Jaipur’s timeless artistry. Even our pouches are handcrafted in Jaipur, and our logo features the iconic Amber Fort — a symbol of culture and history. The clean, crisp font balances this heritage with contemporary design, so every piece, every visual, every campaign reflects a seamless dialogue between tradition and modernity.
You’ve developed international partnerships with boutiques and museum shops—what have been the most exciting collaborations so far?
Our collaborations with cultural institutions like Tower Bridge and other landmark gift shops have been incredibly fulfilling. Seeing our designs featured alongside London’s heritage sites feels like a full-circle moment — it’s where art, history, and design intersect.
Each collaboration also allows us to tell new stories and reach audiences who appreciate jewellery as more than an accessory — as wearable art.
How do you see the role of storytelling evolving in luxury and contemporary jewellery today?
I believe storytelling is becoming more personal and meaningful. Luxury today isn’t just about opulence — it’s about connection, craftsmanship, and purpose. People want to know the ‘why’ behind what they wear.
That’s where storytelling bridges emotion and design, turning jewellery into a memory, a journey, or a statement of identity.
Sustainability & Future Direction
How do you approach sustainability and ethical craftsmanship within your collections and production process?
Sustainability begins with conscious creation. We use nickel-free materials and small-batch production to minimise waste, working only with trusted local artisans under ethical conditions.
I believe in quality over quantity — in creating pieces that last, both in style and structure. Sustainability, for us, isn’t a trend; it’s an extension of responsibility and respect for the craft.
What can we look forward to next? any upcoming collections or creative directions you’re particularly excited about?
From my recent travels to Italy — Rome in particular, the epitome of Roman architectural beauty — there is an exciting new collection in the making that embodies the city’s history, nature, motifs, and grandeur.
Each design draws from intricate details found across Rome’s timeless landmarks, transforming them into wearable stories. It’s a collection that captures the spirit of antiquity through a modern lens — elegant, evocative, and unmistakably Jéy Jewels.
As our conversation draws to a close, it’s clear that Divya Bhargava’s artistry goes far beyond adornment. Through Jéy Jewels, she invites wearers to connect with the deeper meaning behind every design — celebrating culture, individuality, and the beauty of timeless craftsmanship.
With an upcoming collection inspired by the grandeur of Rome, Divya continues to expand her creative universe, weaving together history, architecture, and emotion into jewellery that transcends trends.
For those who seek pieces that tell a story — one of heritage, harmony, and heart — Jéy Jewels by Divya offers just that: wearable art for the modern muse.
Poppy Watt