Krithaa is a contemporary jewellery label that views adornment as more than an accessory, it’s an experience of self, emotion, and legacy. Founded in 2015 by architect turned artist Krithaa, the brand is deeply rooted in storytelling, slow craftsmanship, and ancestral wisdom, crafting sculptural jewellery that blurs the lines between art and ornament.

Drawing from her architectural background at CEPT University and immersive experiences at design studios in Goa and Auroville, Krithaa brings a process-driven and contextual sensitivity to her work. Her design practice reflects a profound understanding of material, form, and space, translated into handcrafted pieces that carry both emotional weight and cultural depth. At the core of Krithaa’s philosophy is a unique reversal of perspective: the jewellery wears the human body, not the other way around. The wearer becomes a vessel, an impermanent medium for the jewellery to express its story. This poetic concept allows each creation to transcend function, becoming a symbol of introspection, identity, and impermanence. 

Influenced by her lineage of Luhar-Suthar (carpenters and metalsmiths) from Gujarat, Krithaa’s process is intuitive, yet steeped in tradition. Her work reinterprets the material memory of raw metals, mild steel, brass, and copper, which are often left unfinished to celebrate natural patina and material honesty. These unpolished, raw surfaces echo the quiet luxury of imperfection, honoring the metal’s innate personality rather than concealing it. 

Each piece is meticulously handcrafted in small batches in Ahmedabad, shaped through slow, deliberate techniques passed down through generations of artisans. The production process is deeply collaborative, rooted in respect, trust-building, and ethical practice, with Krithaa learning directly from craftspeople who have historically protected their methods with discretion and reverence. In a world of mass-produced, fleeting trends, Krithaa champions slow design, where the process holds as much value as the outcome. The label avoids overproduction, embracing sustainability through longevity, intentional making, and material responsibility. Every piece is created with the belief that jewellery should feel deeply personal, emotionally resonant, timeless, and made with care. 

Krithaa's creations are not simply worn, they are carried. Each object becomes a quiet yet bold statement of individuality, heritage, and consciousness.