World of Aurus
craft and culture
Aurus is a contemporary Indian fine jewelry brand rooted in craft and shaped by an irreverence for rules. Reinterpreting traditions, and bringing together diverse influences, our jewelry lives on the cusp of history and modernity.
Our jewelry is quietly opulent and deeply meaningful, created through a modern lens. We offer a fresh vocabulary of designs that can be worn anywhere in the world, to epitomize the grace
and glamour of Indian jewels.
our idea of home
With its 600-year history, and modern, innovative spirit, Amdavad is the city we call home, and muse, the city inspires us and nurtures our ethos and design sensibilities.
To share the pulse of the city, we curated an experience in November 2023, inviting 30 special guests from all over the country. The experience ranged from a curated heritage walk and a traditional thali dinner, to stories on ‘Indian Family Jewels’ with three esteemed custodians of legacy; Jayshree Lalbhai, Umang Hutheesingh and Princess Mrinalini Kumari. An immersive exhibit showcased the nuances of jewelry-making and the night culminated with garba.
The journey concluded with a visit to the iconic Hussain-Doshi marvel, ‘Amdavad Ni Gufa’ and an exclusive tour of the Kamal Chowk a pre-Mughal period mandapa from Patan, now converted into a contemporary display space for Pichhwais and miniatures from celebrated artist Amit Ambalal’s collection.
“A city that blends the grandeur of its
ancient past with modern-day simplicity,
Amdavad effortlessly bridges the gap
between the past and the future. The world
may know of Amdavad as the ‘Manchester
of India,’ or as Gandhi’s karmabhoomi, but
for us, Amdavad is not just a city; it is a
notion. It represents the dual identity we
stand for-respecting centuries of tradition
while encouraging innovation.”
- Puja Shah and Kunal Shah
The art of craft
Working with artisans who are custodians of their skills, we pick every step of the process - from the
stringing to surface ornamentation, and gemstone setting - with deep thought and consideration.
From exploring various gold techniques such as filigree and granulation, to experimenting with methods of pirai (stringing) and surface ornamentation like enamelling, each design brings together diverse crafts in a nuanced manner. The result is jewelry that balances the contrast between the past, present, and future. Meticulously crafted in traditional ways, and presented to the world in a visual language that has become iconic and celebrated.
Aurus was co-founded by the Ahmedabad-based husband-wife duo, Kunal and Puja Shah. A classic left-brain-right-brain combination, Kunal drives the business, while Puja is at the heart of everything design and creative.
Puja’s journey with art and design started in New York, where was formally trained in jewelry design at the Fashion Institute of Technology, New York. Her exposure to India’s incredible heritage in crafts, materials, and techniques during her time at the Metropolitan Museum of Art and the Brooklyn Museum of Art further shaped her design sensibility, which is a fusion of tradition and innovation, inspired by the beauty and complexity of Indian art and culture and the global crossroads it has always existed in.
In the summer of 2018, we had the opportunity to capture the lifestyle of the Mangaldas matriarchs through their jewelry, silverware and worship items. Curating the legacy of Leena Sarabhai Mangaldas and Anjali Hutheesing Mangaldas felt like stepping back in time, uncovering the personalities, ideals, and values of these remarkable women. For someone passionate about history and jewelry, it was a rare opportunity to document a family’s story that resonates with the heritage of Ahmedabad. The launch of the book in 2024 marked the culmination of this very rewarding passion project.
