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Dubai is a city built on reinvention. So, when it comes to carving out space in the fine jewellery market requires more than just beautiful design – it demands clarity, conviction and a distinct point of view.
For the Founder and Creative Director of Kayaa Jewels, Aashna Sanghvi, that point of view is rooted in storytelling, psychology and a modern understanding of how women actually want to wear fine jewellery today.
As an individual who comes from a line of diamantaires based in India (fifth generation to be exact), her insight into the world of jewellery and diamonds has been unparalleled.
Now based between the UAE and India, she is redefining what everyday fine jewellery looks and feels like, championing wearable luxury and lab-grown diamonds while building a brand grounded in meaning, craftsmanship and quiet confidence.
From early dreams of theatre and writing to launching Kayaa in a city that wasn’t originally home, this is a founder shaping her own narrative, which she shares a snippet of in this edition of the GRAZIA Career Edit.
My current role is…
Founder and Creative Director of Kayaa Jewels, where I oversee design, brand direction, and the overall customer experience, from concept to custom creation.
When I was younger, I wanted to be…
It was a tie between being a dancer and an author. Both came from a love of expression, storytelling, and movement, which still influence how I think about design today.
My favourite subject at school was…
English and theatre. I was always drawn to storytelling, language, and performance, understanding emotion and perspective, skills that now translate into brand building and creative direction.
My first job was…
An internship at a marketing agency, where I learned how brands communicate, connect, and grow. That early exposure shaped how I think about positioning and storytelling today.
My career path so far has been…
Non-linear but intentional. From studying psychology to working in marketing and building my own social media agency, each step sharpened my understanding of people, behaviour, and aesthetics. All of it eventually led me back to jewellery, with a clearer sense of purpose and perspective.
The role the UAE has played in my career is…
Transformational. The UAE gave me the space to build something independently, challenge conventions, and grow a brand in a truly global market. It pushed me to be confident, adaptable, and ambitious in ways I hadn’t experienced before.
The story of Kayaa Jewels is…
Kayaa was born from a desire to create fine jewellery that feels effortless and wearable every day. Growing up around the jewellery industry, I deeply respected craftsmanship and heritage, but felt disconnected from how occasion-driven the space had become. Kayaa bridges that gap, offering jewellery that feels personal, intuitive, and designed to be lived in.
I was inspired to enter the jewellery space because…
I wanted to redefine how women experience fine jewellery. I saw an opportunity to move away from formality and toward pieces that reflect individuality, comfort, and modern lifestyles, without compromising on quality or intention.
My daily routine consists of…
A workout or sport, usually padel, followed by focused work blocks that split my time between designing new pieces, client follow-ups, and meetings for custom Kayaa creations. Evenings are reserved for family, and I end the day with light reading to unwind.
My role as Founder entails…
Balancing creativity with strategy. I’m involved in design, customer relationships, brand vision, and long-term planning, while ensuring Kayaa remains thoughtful, consistent, and true to its ethos.
The biggest hurdle I’ve experienced in my career…
Redefining expectations around fine jewellery, especially while championing lab-grown diamonds as part of the fine jewellery conversation. It required patience, clarity, and staying grounded in my vision despite scepticism.
The biggest milestone I’ve achieved is…
Launching Kayaa in a city that wasn’t necessarily home. Building meaningful relationships, creating trust from the ground up, and finding like-minded collaborators who helped both Kayaa and me grow has been incredibly rewarding.
A quote I live by is…
“Creativity takes courage.” — Henri Matisse. Especially when choosing to build something personal in a space shaped by tradition.
What I hope for 2026 is…
To continue building a strong Kayaa community, with creative clarity that aligns with my personal growth, allowing the brand to evolve thoughtfully while staying deeply connected to the women who wear it.
