By Hannah Connorton
Priyanka Kedia
Designer Priyanka Kedia said she regularly visits the India- and Thailand-based facilities where her jewelry is made to ensure the working conditions are comfortable for her employees.
New York--It was her great-grandfather’s “labor of love” that inspired Priyanka Kedia’s Heritage collection, which showcases diamonds, amethysts, tourmaline and other gemstones set in 18-karat gold.

This summer, her labor will begin to pay off when she gets the chance to exhibit at JCK Las Vegas as one of the show’s Rising Stars.

Kedia and her fledging fine jewelry brand, Ayva Jewelry, are the subject of National Jeweler’s “One to Watch” feature this month, which introduces jewelers to up-and-coming designers who are looking to expand their reach.

This is the third installment in the series; the first one featured Bario Neal followed by Judi Powers.

Below, Kedia answers questions retailers need to know about her fine jewelry.

National Jeweler: What was the inspiration for your collection?
Priyanka Kedia: The inspiration for my collection came from an heirloom that has been in my family for almost a century. It is a necklace that my great-grandfather commissioned for my great-grandmother. Back in those days in a small town in India, gemstones were not readily available, so my great-grandfather had to wait for months to find matching gemstones and collect enough to make a necklace. I always loved this story, which showed the love, commitment and dedication he had for my great-grandmother. I call it his labor of love, and I wanted my initial collection to be a representation of that.

NJ: Where is your jewelry made?
PK: My jewelry is made in India and Thailand. I have two different facilities to take advantage of the manufacturing strengths in both locations. And in the interest of transparency, we regularly visit the factories to ensure good and comfortable working conditions for the workers, and I will also be posting pictures of them on my website.

NJ: What should retailers focus on, or what story should they tell, when showing your line to customers?
PK: I grew up in a culture where jewelry is a huge part of a girl’s life and her entire life’s story can be told through her jewels. So I design my jewelry not as an adornment but as a symbol of love, commitment and celebration, a celebration of all moments big and small. I want my jewelry to be able to help people tell stories not only of their major milestones, but also of all those micro-moments that can be easily forgotten.

I also design pieces with multiple gemstones that are not all the same; there are natural color variances because I like reminders that life is not perfect. But when all the different pieces come together as a whole, it’s a beautiful symphony of collaboration.

NJ: How much inventory must a retailer invest in to carry your brand?
PK: The minimum buy-in is $5,000 because I want retailers to carry a mix of pieces, entry-level items to one-of-a-kinds, to accurately share my story of celebration with customers.

NJ: What retailers are currently carrying your line?
PK: None yet, but I am currently in talks with four retailers (who will) begin to carry my line over the next couple of months.

NJ: What are your plans for upcoming collections?
PK: I am currently working on new pieces to unveil at JCK Las Vegas, where I will be exhibiting as a Rising Star. Rose-cut diamond is one element of my spring offerings. I ultimately plan to unveil just two collections a year to ensure adequate time is spent on production so that quality and finishing aren’t compromised.

NJ: Complete this sentence: “People would be surprised to learn that I …”
PK: I originally wanted to be an archeologist. All I wanted during my childhood was to become an adult so that I could move to Egypt and uncover hidden treasures. I ended up being an accountant, but that’s another story!

Retailers interested in contacting Priyanka Kedia at Ayva Jewelry can do so by emailing her at This email address is being protected from spambots. You need JavaScript enabled to view it..

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