About Us

BRAND POSITIONING:

“The Urban Kraft is the go-to destination for modern women who seek to express their unique sense of style and cultural identity through fusion jewellery designs that blend the best of Indian and Western cultures.”

Our collections are inspired by the rich and diverse heritage of Indian jewelry, with designs that incorporate elements like intricate beading, sparkling gemstones, and intricate metalwork. But we also infuse a contemporary twist to our pieces, with modern silhouettes and unique designs that make them perfect for everyday wear as well as special occasions.

VISION:

We strive to be the go-to destination for fashion-forward and socially-conscious women who seek to make a statement with their jewellery and accessories. 

Our vision is to blend the best of Indian and Western cultures into jewellery that is elegant, contemporary, and ethically crafted. 

MISSION:

Our mission at the Urban Kraft is to create exquisite brand that celebrates the rich cultural heritage of India and the modern sensibilities of the West.

Our mission is to promote the art of handcrafted jewellery making and support local artisans, while also embracing innovative design and technology. 

BRAND VALUES:

1. Honesty and Transparency

2. Innovative latest designs

3. Best quality at the affordable prices

At the core of our brand is a commitment to quality and craftsmanship. Every piece of jewelry that we create is made with the finest materials and attention to detail, ensuring that our customers receive a product that is both beautiful and durable. We believe that jewelry should be more than just an accessory; it should be a reflection of the wearer's personality and style.

CEO:

I'm excited to be here to share the story of our Indo-Western jewelry brand. My name is Shruti Deodhar, and I founded this company with a vision to create beautiful and unique jewelry pieces that blend the traditional elegance of Indian jewelry with the contemporary flair of western fashion.

Growing up in a multicultural household, I was exposed to the richness and diversity of both Indian and western cultures. I was particularly drawn to the intricate beauty of Indian jewelry, with its intricate designs and vibrant colors, but I also loved the sleek and modern look of western fashion. It was from this fusion of cultures and styles that I developed a passion for creating jewelry that bridged the gap between these two worlds.

I am an Engineer and an MBA by profession. I have worked for Fortune 500 companies as a Sales and Marketing professional. I have also launched a company 11 years back. I have total 18+ years of experience. Now I want to follow my passion for jewellery and build a brand that will create an impact on my customers life.

Whether you're looking for a statement piece to wear on a special occasion or a more casual accessory for everyday wear, we have something for everyone. I invite you to explore our collections and discover what makes our brand so special.