Shah Luxury Leverages Technology to Transform Jewellery Customisation

Shah Luxury, a Mumbai-based jewellery manufacturer with operations in India and New York, is setting itself apart by integrating advanced technologies into its production and customer service processes. The company, led by Salil and Neil Shah, draws inspiration from tech giants like Lyft, Uber, and Apple to enhance its luxury jewellery offerings.

Specializing in bridal and fashion jewelry, Shah Luxury’s brands include Carizza, Promezza, and LeCirque. Despite being legally blind, the Shah brothers manage the company’s operations, leveraging their education and tech-savvy to innovate in the industry.

The company’s manufacturing process emphasises personalisation through technologies such as virtual try-ons and holograms. Shah Luxury has also partnered with Ben Bridge Jeweler to create the Bella Ponte collection, allowing customers to design custom bridal rings using a range of parameters. This collaboration includes a custom-built software portal for real-time interaction and a 3D hologram feature for a unique shopping experience.

Employing about 575 people, with 525 in India, Shah Luxury combines technology with traditional craftsmanship to offer personalised jewellery experiences not commonly found in the industry.