About Us

Anjori was born from the belief that every moment worth living is worth celebrating.

We create thoughtfully designed, beautiful jewellery that brings joy, colour, and confidence to everyday life as well as special occasions. Our pieces are made to be worn freely—during festivals, milestones, gatherings, or simply on days when you choose yourself.

Anjori is about expression without hesitation.

It’s jewellery that celebrates You—Your moments, your style, and your story—without boundaries.

Sterling Emotions – Crafted in Silver 925, Created with Feeling

Sterling Emotions is a premium sub-brand of Anjori, crafted in Sterling Silver 925, where jewellery becomes deeply personal.

Each design is inspired by emotions, relationships, and memories that matter. With a curated range of customisable, engravable pieces, Sterling Emotions allows you to carry names, dates, words, and meanings—etched forever in silver.

The collection also features distinctive men’s bracelets, designed with strength, simplicity, and timeless appeal—pieces that speak quietly yet powerfully.

Sterling Emotions is not just about how jewellery looks, but how it feels. Because some emotions deserve to be worn, remembered, and held close.

Anjori and Sterling Emotions together celebrate life—from joyful moments to lasting emotions, crafted beautifully for you.

I didn’t come into jewellery by chance — I stayed because of what it allows me to create.

For nearly two decades, my work has lived at the intersection of design, business, and people. Jewellery, to me, has never been just a product. It is emotion, memory, identity — and when created thoughtfully, it becomes something deeply personal.

My professional journey began on the shop floor and in design studios, learning the craft from the inside out — materials, manufacturing, costing, and the discipline it takes to turn an idea into a piece someone chooses to wear. Over the years, this evolved into leading categories, shaping collections, building vendor ecosystems, and scaling jewellery businesses across fashion, sterling silver, gold, and diamonds.

I have worked closely with manufacturers, designers, retail teams, and leadership across India and international markets, helping build product lines that are not only beautiful but commercially strong and sustainable. From global trade shows to large-format retail environments, my experience has always been hands-on, grounded, and deeply customer-centric.

Alongside product and category leadership, people building became a defining part of my journey. Training retail teams across the country, mentoring designers and merchandisers, and helping individuals grow into confident professionals taught me something vital — strong brands are built by strong people. This belief eventually led me into a larger leadership role.

Since 2020, I have been working as the Chief People Officer at an IT System Integrator, leading HR, administration, marketing, and partner alliances. While the industry shifted, the philosophy remained the same: build systems that respect people, encourage ownership, and allow creativity and performance to coexist.

To deepen my leadership perspective, I completed the e-PGP in General Management from IIM Kozhikode, strengthening my understanding of strategy, decision-making, and organisational scale.

Anjori – Jewels for Celebration and Sterling Emotions are a natural extension of everything I have learned. These brands are born from experience, intention, and emotion — created for people who value meaning as much as aesthetics. From everyday celebrations to engraved silver memories, each piece reflects the belief that jewellery should feel personal, expressive, and honest.

I believe creation is a responsibility. To design with care. To build with purpose.

And to leave people — customers, teams, partners — better than I found them.

by Shruti Kapoor

With nearly two decades of experience across jewellery design, merchandising, and business leadership, Shruti Kapoor brings together creativity, commercial clarity, and people-first thinking.