OUR STORY

Hi, we're Parth and Madhurima.

We're husband and wife, proud parents to our daughter, and the founders of EJAA.

Parth is a sixth-generation jeweller whose family has been crafting traditional jewellery for generations through Jaiguru Jewellers, a family business that has been serving since 80's. Although he became a Chartered Accountant by profession, jewellery was always a part of who he was.

I, Madhurima, come from design background. I've always believed that design is more than making something beautiful—it's about telling stories, preserving culture, and making traditions feel relevant for the way we live today.

When we got married, those two worlds came together. One brought generations of craftsmanship and heritage. The other brought design, storytelling, and a curiosity to look at tradition through a new lens.

Then came the lockdown.

Like many people, life suddenly slowed down. We finally had the time to pause, think, and ask ourselves what we truly wanted to build together. We started with just one piece—a traditional Pahuchi bracelet. We launched it under our family brand, Jaiguru Jewellers, never imagining how deeply people would connect with it.

That one piece became the beginning of something much bigger.

As we researched further, we found ourselves looking closely at the jewellery our mothers and grandmothers had worn for generations. We spent time opening old boxes, studying forgotten designs, and discovering century-old thappa (moulds) that had quietly been preserved in an old tin box for decades.

We realised these weren't simply jewellery moulds. They were pieces of history. But we also realised something else. Many of these beautiful forms were slowly disappearing from everyday life—not because they had lost their meaning, but because the world around them had changed. We didn't want these traditions to remain locked away in old photographs or family trunks.

We wanted them to be worn again. That's how EJAA was born.

Named after the Kumaoni word for "mother," EJAA is a tribute to the women who quietly pass traditions from one generation to the next. They are the keepers of stories, culture, rituals, and memories—and jewellery has always been one of the ways those memories are carried forward.

Every EJAA collection begins with a piece of Himalayan heritage. Sometimes it's a centuries-old thappa motif, sometimes a traditional ornament, sometimes a flower, a craft, or a symbol that has lived in these mountains for generations.

We don't simply recreate the past. We reinterpret it with care— preserving its soul while making it meaningful for today. Every piece is handcrafted in 925 silver by skilled karigars, blending time-honoured craftsmanship with contemporary design, so it becomes part of your everyday life while carrying the stories of those who came before us.

Because we believe heritage doesn't belong in museums or family trunks. It belongs in your life.

To be worn. To be loved. And one day, to be passed on.

Just as it always has been.