Some brands are built on vision. Others are built on a very specific kind of irritation — the kind that comes from walking into a market, looking at everything available, and finding that nothing is quite right. Priyanka Jain, founder of Putstyle, will tell you hers began with both.

The premise was elegant in its simplicity: jewellery that could carry itself at a wedding and still make sense on a Tuesday. Not fine jewellery locked behind an occasion. Not fashion jewellery that loses its nerve up close. Something in between, designed with the intelligence and finish of the former and the ease of the latter. It sounds straightforward. It is, in practice, exceptionally difficult to pull off.

Putstyle pulls it off. The brand has found its way onto Harnaaz Kaur Sandhu, Raveena Tandon, Kubbra Sait, and Sunny Leone — not through aggressive pursuit, but because stylists kept finding the pieces and reaching for them. That kind of organic credibility is harder to manufacture than any campaign.

We sat down with Jain to talk about the design room, the Kundan question, and the job interview that said everything about what jewellery can actually do.

Take us back to the realisation behind Putstyle. What were you seeing, and what were you not finding?

Putstyle really began with a simple frustration. I couldn’t find jewellery that felt elevated yet effortless. Everything was either too fine and occasion-bound, or too casual to feel special. There was very little that bridged that middle ground — pieces that could hold their own at a wedding, but also work with a crisp shirt or a summer dress. I realised there was a space for jewellery that felt luxurious in design but belonged to real, everyday moments — and that’s where Putstyle took shape.

Your philosophy goes beyond accessorising. How does that translate in the design room?

For us, design doesn’t start with trends, it starts with a mood, a personality. We often ask: Who is she when she wears this? Is she bold, understated, playful, or quietly confident? That question shapes everything, from scale and silhouette to how light hits the piece. We design jewellery that doesn’t overpower but completes a feeling. It’s less about matching an outfit and more about amplifying the person wearing it.

With such a wide range, what holds Putstyle’s design identity together?

While the categories vary, the common thread is intentionality. Every Putstyle piece carries a certain balance — statement without excess, detail without heaviness, tradition without rigidity. Whether it’s Kundan or contemporary styles, there’s always a sense of lightness and wearability built into the design. That cohesion comes from a very clear design lens: modern, expressive, and versatile.

Celebrity associations- how did they happen, and what changed?

Interestingly, most of these moments happened quite organically. Stylists discovered the brand, resonated with the designs, and began pulling pieces for shoots and appearances. Seeing women like Harnaaz Kaur Sandhu, Raveena Tandon, Kubbra Sait, and Sunny Leone wear Putstyle was incredibly validating — not just for visibility, but because it reinforced that our designs could stand alongside the best. It definitely accelerated awareness, but more importantly, it built trust.

Accessible luxury- how do you avoid feeling like a compromise?

For us, accessibility is not about cutting corners — it’s about being thoughtful. We invest deeply in design, finishing, and detailing, while being smart about production and scale. The idea is to give our customer something that feels expensive — in look, in finish, in how it wears — without the intimidating price tag. Luxury today is as much about how something makes you feel as it is about cost.

Designing for such a versatile customer, what does that demand?

It demands restraint and adaptability. Our customer moves fluidly between occasions and styles, so our pieces need to do the same. That means creating jewellery that can transition from day to night, Indian to western, minimal to statement. It’s not just about aesthetics — but also about comfort, weight, and styling flexibility. Every piece has to earn its place in her wardrobe.

Bringing Kundan into a modern wardrobe, how do you avoid costume territory?

It’s about editing. We take the essence of Kundan — its richness, its craftsmanship — and reinterpret it through scale, proportion, and styling. Cleaner settings, lighter constructions, and unexpected pairings make it feel current. The goal is to honour the craft without overwhelming the wearer, so it feels like an extension of her style, not something she has to “carry.”

If Putstyle were a single piece of jewellery, what would it look like?

It would be a pair of statement earrings — sculptural, slightly unexpected, but incredibly wearable. Something that catches the light, sparks conversation, but still feels effortless enough to reach for again and again.

Most memorable customer feedback?

One that has stayed with me was a customer who said she wore a Putstyle piece to a job interview and it made her feel like the most confident version of herself. It wasn’t a grand occasion, but that shift in how she carried herself meant everything. That’s when you realise jewellery can go beyond adornment — it can quietly transform how you show up.

What’s next for Putstyle?

We’re evolving with the same woman, just understanding her more deeply. You’ll see more experimentation with materials, more refined statement pieces, and a stronger focus on everyday luxury. We’re also looking at expanding the experience around the brand — making it more immersive, more personal. The idea is to grow, but stay rooted in what made Putstyle resonate in the first place: jewellery that feels like you, just a little more elevated.

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