Attrangi was founded in 2017 by Saloni Shah and Vidushi Jain with a shared love for fashion, design, and Indian craftsmanship. The name “Attrangi” means unique or unconventional in Hindi. That’s exactly what they set out to create: artificial jewellery that breaks the rules — pieces that honour Indian heritage but feel made for the way women live today.
When Attrangi started, the artificial jewellery space in India felt limiting. There were cheap costume pieces that didn’t last, and imported fashion jewellery that didn’t speak to Indian sensibilities. We wanted to build something different — designs rooted in tradition, crafted with care, priced so women didn’t have to choose between authenticity and affordability.
Attrangi serves customers across India and around the world. From brides building their wedding day looksto working women finding their everyday earrings, our jewellery is part of moments — big and small — that matter.
THE ATTRANGI WOMEN
"Whether it's a destination wedding, a Diwali night, or a Tuesday at the office — every woman deserves jewellery that makes her feel like herself. We built Attrangi so you'd never have to choose between feeling beautiful and being sensible about your budget."
Saloni Shah
"Attrangi means 'unconventional' — and that's what we want our jewellery to feel like. Pieces that turn heads at a wedding, work for a kitty party, and travel beautifully to a Goa weekend. Versatile, layered, full of colour. The kind of jewellery that gets noticed. So — have you been Attrangi'ed yet?"
Vidushi Jain
