Transparency, certification, and storytelling make each creation meaningful and memorable.
In a world where luxury is often mass-produced and emotionless, Sanjukta Roy set out to bring heart, honesty, and individuality back to fine jewellery. With a vision rooted in trust, personalization, and education, she launched SR GEMZ—a brand that does more than sell diamonds. It tells stories through them.
Sanjukta, the founder of SR GEMZ, comes from Kolkata’s reputed ML Roy & Co. business family, but her journey has been uniquely her own. A Diploma holder in Arts from Chittaranjan, she further equipped herself with formal training in Jewellery Design, Gemology, and a jewellery grading course from IIGJ, Mumbai.
She even expanded her creative toolkit by pursuing a digital jewellery design certification from Australia, using the Procreate App—with the goal of engaging a younger, digital-first generation of jewellery buyers. Her fusion of art, craftsmanship, and technology would go on to redefine the modern jewellery experience.
The idea for SR GEMZ took root during Sanjukta’s many visits to jewellery outlets across India. She was struck not just by inflated prices—often 25–30% above real value—but by how little customers actually understood about what they were buying. Diamonds were sold with polish and presentation, but without context or clarity.
“There was no transparency, no personalization—just showroom gloss,” Sanjukta recalls.
That disconnect drove her to build a brand that was different. SR GEMZ wasn’t born just to sell jewellery—it was created to empower customers with knowledge, ethical pricing, and a bespoke design experience tailored to their stories.
What truly sets SR GEMZ apart is its deep commitment to individuality. Every piece is custom-crafted to match a client’s sentiment, budget, and style—whether they live in Mumbai or Manchester.
“We’re not in the business of selling jewellery,” says Sanjukta.
“We’re in the business of telling stories—through diamonds.”
The brand caters to a diverse customer base, offering both Natural and Lab-Grown Diamonds, each clearly certified and labelled. For astrology followers, gemstone-studded pieces are also available—designed not just for beauty, but for belief.
Every item comes with trusted certification from reputed labs like EGL, giving clients confidence in both quality and authenticity. But perhaps more importantly, SR GEMZ ensures each customer walks away more informed and aware than when they walked in.
SR GEMZ is powered by more than just precious stones—it's powered by people. Sanjukta makes it a point to engage rural artisans, many of whom migrate to Mumbai in search of work. These skilled craftspeople are integrated into every stage of jewellery-making, ensuring that the brand supports not just livelihoods, but dignity.
But her impact goes further. Sanjukta also mentors women across India who have a passion for jewellery and design, enabling them to represent the SR GEMZ brand in their own cities. These women become more than sellers—they become storytellers, entrepreneurs, and torchbearers of the brand’s values.
Starting out without retail backing or a famous legacy in the jewellery industry wasn’t easy. “We were unknown,” Sanjukta says. “People had no reason to trust us in the beginning.”
So, SR GEMZ leaned into authenticity. With zero shortcuts, the brand grew steadily via digital marketing, WhatsApp commerce, and referrals. Every happy customer became an advocate. The brand’s unique approach—free home deliveries, real-time order updates, and flexible payment plans—offered a personal touch that traditional jewellers simply couldn’t replicate.
Since its inception, SR GEMZ has crossed several meaningful milestones:
Featured in Femina—one of India’s leading women’s magazines, recognizing Sanjukta as a changemaker in design
Introduced Lab-Grown Diamonds—promoting sustainability and affordability
Expanded into gemstone jewellery—addressing spiritual and astrological preferences
Entered international markets with a strong presence in Dubai, tapping into the Middle Eastern luxury segment
From Delhi to Dubai, Mumbai to Manchester, the brand now serves a global clientele across India, Canada, Singapore, China, the UAE, and the UK.*
Looking to the future, Sanjukta envisions SR GEMZ as a global name synonymous with authenticity, education, and design. Over the next five years, the brand aims to:
Establish permanent locations in the UAE and UK
Launch an exclusive digital e-commerce platform and e-catalogue
Participate in global trade shows and luxury exhibitions
But amidst global growth, SR GEMZ stays grounded in its mission:
To Educate, Empower, and Enlighten.*
SR GEMZ is not just a jewellery brand. It is a movement towards conscious luxury. It’s where design meets emotion, craft meets conscience, and jewellery becomes a personal journey, not just a product.
At SR GEMZ, every diamond carries a story. And behind every story is a sparkle that begins with Sanjukta Roy.
Instagram: @srgemz
LinkedIn: SR GEMZ
Email: s.rgemz@gmail.com
Contact Numbers: +971 56 254 1441 | +91 91362 38532
I am an entrepreneur, marketer, and mentor with a certification in entrepreneurship from IIT Delhi, one of the most prestigious institutions in India. I have a passion for connecting businesses with their ideal customers, solving real-world problems, and inspiring the next generation of founders.I founded and lead DevoByte, a digital marketing agency that provides a range of services, from SEO a
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