Dishi Somani, Director & Designer of DishiS Designer Jewellery, speaks with BW Retail World about her creative journey, evolving consumer preferences, and her vision to take the brand global
What inspired you to establish DishiS Designer Jewellery, and how has the brand evolved since its inception?
Dishi Somani: I come from Gwalior, a city rich in art and culture. My mother, an artist, introduced me to painting and jewellery design early on. I vividly remember artisans visiting our home, where my mother would give them her designs to create jewellery before my eyes. Watching the process of design, craftsmanship, and the stories behind each piece fascinated me and sparked my love for jewellery.
Although I began my career in a traditional corporate role, my passion for jewellery never faded. I often found myself drawn to stores, thinking about uniqueness and design. Eventually, I realised this was my true calling, and that’s when I took the leap into jewellery design seriously.
Your roots and early exposure gave you a strong foundation in this sector. DishiS is known for blending tradition with contemporary aesthetics. How do you balance timeless Indian craftsmanship with modern consumer preferences?
Dishi Somani: When I started, jewellery and designer wear were often seen as “expensive.” I wanted to challenge that perception and make jewellery unique yet accessible.
Through research, I discovered modern women prefer lightweight pieces—comfortable for daily wear, especially for those in corporate or professional spaces—yet with a touch of tradition. My designs evolved to balance traditional detailing with contemporary, lightweight styles. That’s how the blend came naturally.
Since you’ve studied trends closely, what jewellery-buying behaviours are you currently observing, especially among young urban consumers?
Dishi Somani: The biggest trend is demand for lightweight, modern jewellery that still retains a traditional element. But beyond that, customisation is on the rise.
Customers increasingly want jewellery to reflect their identity. Some come with sketches, others with designs they’ve seen elsewhere, while many choose pieces from our website but ask for personalised changes. We encourage this at DishiS, offering customisation alongside our existing collections. That personal touch has become central to our brand.
What are your future plans for DishiS Designer Jewellery? Will you focus on new collections, retail expansion, digital channels, or sustainability?
Dishi Somani: Honestly, it’s a mix of all these, but my two main focuses are retail expansion and going global.
I don’t want DishiS Designer Jewellery to be limited to India. My vision is to take the brand international so that every city and every country has access to our creations. That is the ultimate goal right now.
