This edition of Friday Club. Insider spotlights one of our favourite fine jewellery founders. We sat down with Vidhi Shah of NARA Fine Jewellery for a conversation about what fine jewellery is meant to do in real life: mark moments, and live with you.
Vidhi speaks candidly about the choices that shape her work – from how she thinks about meaning in gifting, to what she listens for when a client is choosing a piece for a milestone (or for themselves). She also gets specific about how she approaches wearability, and what a custom process looks like when it starts with your story.
Vidhi Shah is clear on what she wants her work to do: become part of people’s lives, and stay there. Here’s what she had to say…
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What’s the story behind the name NARA, and how does it shape the brand’s purpose?
NARA is deeply personal to me. The name is a portmanteau of my two daughters’ names – Nandini and Meera. When I started this brand, I wasn’t just launching a business; I was creating a legacy of love for them. I wanted to celebrate life’s precious moments the way every parent does – with intention, with beauty, with meaning.
That’s what NARA is at its core: the belief that the beauty of a diamond is not only in how it shines, but in the happiness it carries forever. Every piece we create is meant to hold emotion – whether it’s a mother celebrating her child, a partner marking a milestone, or someone choosing a piece that simply makes them feel radiant every day. The name reminds me why I do this: to craft jewellery that becomes part of people’s stories, just as my daughters are part of mine.
Your tagline is ‘Gifting Happiness, Inspired by Life.’ What does that mean in real life when someone gives or receives NARA?
It means that when you give a NARA piece, you’re not just giving jewellery – you’re giving a moment. You’re saying, ‘I see you. I celebrate you. This is for us.’
I’ve had clients commission pieces to celebrate a daughter’s 16th birthday, a partner’s big occasion, or even their own personal victories – like closing a difficult chapter in life. One client told me she wears her NARA ring every day as a reminder of her strength.
That’s what ‘Gifting Happiness’ looks like in real life: it’s deeply personal. It’s a reminder that luxury isn’t just about what you wear – it’s about what you feel, and the connections you create. Every NARA piece is designed to carry that feeling and reflect it back to you every time you put it on.
You design modern classics that move from AM to PM. What makes a piece wearable from day to night?
Versatility and effortless design – with enduring quality that makes you never want to take it off.
I design for the modern woman who doesn’t compartmentalise her life into ‘work’ and ‘special occasions.’ She’s living fully – from morning meetings to evening celebrations – and her jewellery should keep up. That’s why NARA pieces are never overly ornate or difficult to style. They’re refined, radiant, and designed to flow with your rhythm.
A classic diamond tennis bracelet, for example, looks just as stunning with a crisp white shirt as it does with an evening gown. A delicate pendant with coloured gemstones adds a touch of joy to a casual Saturday brunch and transitions seamlessly into dinner with friends. The secret is in the balance – enough presence to be noticed, enough simplicity to be timeless.
I believe luxury should be wearable, not locked away. NARA pieces are meant to be part of your everyday story, not saved for someday
You offer both natural and lab-grown diamonds. How do you help clients decide which is right for them?
I always start by asking: ‘Why are you buying this piece?’ That question is everything. Is it an heirloom you want to pass down? Is it for daily wear? Are you celebrating a milestone? What’s your budget – and what values matter most to you? Once we understand the ‘why,’ the choice becomes clearer.
For some clients, a natural diamond holds deep sentimental value – the tradition, the rarity, the connection to Earth’s history. For others, a lab-grown diamond offers the same brilliance and beauty with a more conscious choice and accessible price point, allowing them to go bigger or invest in a more intricate design.
There’s no right or wrong answer. What matters is what resonates with you. I guide my clients by understanding their story, their lifestyle, and their vision – and then we design something that feels authentically theirs: something that will last forever, no matter which diamond they choose.
At the end of the day, both natural and lab-grown diamonds shine beautifully. The real magic is in the meaning behind the piece.
Bespoke is a big part of NARA. What does the custom journey look like from first chat to final piece?
It starts with a conversation – not about carats or settings, but about you. I want to understand what you’re celebrating, what inspires you, and what you envision. Maybe you’ve always loved a certain gemstone. Maybe there’s a design element that reminds you of someone special. Maybe you just know you want something that feels unmistakably yours.
From there, we collaborate. I sketch ideas, source stones, and refine the design until it feels exactly right. Every detail is intentional – from choosing natural or lab-grown diamonds to the metal, the setting, and even how light moves through the piece.
The process is deeply personal. I’m not just designing jewellery; I’m translating your story into something tangible – something beautiful, something you’ll treasure. And when you finally hold that piece in your hands, it’s not just a product; it’s a memory made permanent.
That’s the NARA bespoke experience: collaborative, thoughtful, and entirely centred around your vision.
What sparked the kids’ fine jewellery collection, and what sets it apart?
The Kids’ Collection came straight from my heart as a mother. When I named this brand after my daughters, Meera and Nandini, I knew I wanted to create something that celebrated the magic of childhood – that wonder, that innocence, that joy.
But kids’ jewellery doesn’t have to be boring. It doesn’t have to be the same plain studs or generic huggies you see everywhere. Children have incredible imagination. They love designs that resonate with them – butterflies, cupcakes, their favourite pets, little stars and moons.
That’s what sets NARA’s Kids’ Collection apart. These pieces are playful and whimsical, but they’re also fine jewellery – crafted with the same attention to detail, the same quality, and the same care as everything else we create. They’re meant to be treasured, worn with delight, and eventually passed down.
I’ve watched my daughters light up when they wear my pieces. I’ve seen the way a child’s face changes when they put on something that feels special – not because it’s expensive, but because it’s theirs.
That’s what this collection is about: giving children their first keepsakes – pieces that celebrate who they are right now, while also becoming heirlooms they’ll cherish forever. Because childhood is fleeting, but the happiness it holds? That should shine on.
This post is in partnership with NARA Fine Jewellery.
Catherine Pun
A Hong Kong native with Filipino-Chinese roots, Catherine infuses every part of her life with zest, whether she’s belting out karaoke tunes or exploring off-the-beaten-path destinations. Her downtime often includes unwinding with Netflix and indulging in a 10-step skincare routine. As the Editorial Director of Friday Club., Catherine brings her wealth of experience from major publishing houses, where she refined her craft and even authored a book. Her sharp editorial insight makes her a dynamic force, always on the lookout for the next compelling narrative.
