Priya Jewelers Owner Explains Importance Of Gold In Indian Culture

Priya Vasan, a resident of Santa Clara and originally from India, began her ten year career in the jewelry industry selling and modeling jewelry. She has also worked in customer relations, public relations and as an assistant manager of a jewelry store.

During the pandemic, Vasan observed that consumers sought retail therapy and that the value of gold had risen. Last May, Vasan opened Priya Jewelers, a luxury jewelry store the shop in Sunnyvale at 895 E. El Camino Real. At present, Vasan serves buyers of holiday gifts.

“I am the only female entrepreneur who owns and operates a local jewelry store selling Indian jewelry,” Vasan said. “I want customers to feel like kings and queens shopping here. They will not be rushed, forced or coerced into a sale. “



According to Vasan, owning gold is an integral part of being Indian.

“We buy gold for any occasion that needs to be celebrated – a birth, anniversary, wedding, anniversary, Diwali or any other religious occasion,” Vasan said. “We don’t need a reason to buy gold. We are just buying gold. We treat our gold as an investment. Gold jewelry is passed down from generation to generation.

Vasan’s clients come from many backgrounds and ethnicities. The boutique offers contemporary pieces with western designs for all occasions, silver items, 18k certified diamond jewelry, engagement rings, wedding rings, bespoke jewelry and, of course, gold.

“Priya Jewelers offers 22k gold jewelry with yellow gold, temple gold, antique gold and uncut diamonds,” Vasan said. “The purest form of gold is 24 karats. Indian jewelry is 22k gold because 24k gold is malleable and cannot be made into jewelry.

Vasan described the different types of gold.

“Yellow gold jewelry refers to the appearance of gold, so it is yellow in color,” Vasan said. “The temple’s gold jewelry has a reddish orange tint. Inspired by Indian wall paintings and temples, temple jewelry features many Indian goddesses, such as Lakshmi. Our antique gold has a blackish tint. It has a rich and regal look.

Vasan also shared details about Indian jewelry.

“Chandbali moon shaped earrings are often worn in Bollywood movies,” she said. “A nose ring is a chain attached to the hairline and clips onto the nose. Jhumkas are traditional earrings with specific Indian motifs. The haar is a long necklace.

According to Vasan, at a traditional Indian wedding, the bride will be covered in gold from head to toe.

“The bride can wear up to four to five necklaces at a time and will continue to change her jewelry with each new outfit she wears,” she said. “For example, she can wear necklaces, like a haar, bracelets, rings, a hip belt and a tikka, a helmet that goes across the forehead.”

Vasan is passionate about her dream of owning a jewelry store and helping buyers find the perfect piece of jewelry.

When asked for advice for aspiring entrepreneurs, Vasan said, “Do your homework and do your research. Make sure you are absolutely passionate about this job before you start because the job is tough. But it can be very rewarding.


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