Our Brand Story

Jewelry is more than just an accessory—it holds memories, emotions, and stories of love. JWEL is not just a brand; it is a heartfelt tribute to Shilpa Parida late mother, the woman who first sparked her passion for jewelry.

From childhood, she was captivated by her mother’s love for fashion jewelry. She spent hours watching her carefully select, style, and cherish every piece, understanding that jewelry was more than adornment—it was a reflection of self-expression, grace, and confidence. Her mother’s passion became hers, igniting a dream that would one day turn into JWEL.

Though she pursued an engineering career, the love for jewelry, instilled in her by her mother, never faded. She learned, explored, and eventually took a leap of faith to create a brand that blends contemporary elegance with timeless craftsmanship. Today, JWEL stands as a dedication to her late mother, honoring her influence and the legacy of beauty, strength, and creativity she left behind.

The Contemporary Jewelry Collection is a manifestation of this love—a fusion of modern design, sleek minimalism, and intricate craftsmanship. Each piece tells a story, embracing the balance between innovation and tradition, just as her mother taught her.