Madhuri Dixit also wore silver jewelery and accessories by Jeny Chaudhary of the city of lakes Udaipur

Udaipur-based silver jewelry and accessories named Chokhahar, is an online and offline marketplace startup launched by Jenny Chowdhary in 2019. And this silver jewelry and accessories manufacturing startup aims to strengthen its hold on the international market.

Now which woman is not fond of jewelry. Indian women have a special love for jewelry. There is no doubt that ornaments work as embellishments in the beauty of any garment.

Simple and partywear or cultural and modern, all kinds of apparel look boring without jewelry and add beauty to the wearer with it.

Jewelry adorns the beauty, charm, and uniqueness of women. Inspired by the rich culture of Udaipur, Jenny Chaudhary gave a new look to silver jewelry.

Chokhahar, through its designs, is expressing the cultural heritage, rich traditions, tales of jewel-studded royal palaces, and the incomparable craftsmanship of Rajasthan.

Inspired by Culture

The City of Lakes and the capital of the former kingdom of Mewar, Udaipur is synonymous with history, royalty, palaces, culture, and traditions.

Inspired by the rich culture of Udaipur, in 2019 Jenny Chowdhary launched Chokhahar, an online and offline marketplace that offers a range of silver jewelry.

Chokhahar Silver Jewelry Collection represents royalty and luxury. All designs are heritage inspired.

Jenny Chaudhary started an online silver jewelry store as a solution to the issues of accessibility.

Chokhahar started its journey with an aim to reconnect modern women with rich Indian traditions and culture.

The rise of the silver jewelry startup can be gauged from the fact that Madhuri Dixit and Mouni Roy were charmed by their jewelry and accessories and they also became their customers.

Chokhahar has also provided silverware for Indian celebrities and actors.

How did the idea for Chokhahar come about?

Jeny Chowdhary, an MBA graduate in finance from Ahmedabad, worked with S&P Global till November 2018.

But her love for fashion and jewelry, and the thought of doing something better in this field, gave birth to the idea of Chokhahar.

The word 'chokha' means 'best' in Marwari and 'har' signifies jewelry, and thus they named their startup Chokhahar.

Jenny Chaudhary belongs to a family that has been in the silver jewelry business for a long time. That is, she was not at all unfamiliar with the world of jewelry designing, but her relationship with the making of jewelry was linked long ago.

Her father and uncle have been manufacturing and selling jewelry since 1980 at Silver Art Palace, a prestigious store in Udaipur.

This jewelry startup was started by Jeny Chowdhary with an investment of Rs 20 lakh.

Jeny Chowdhary grew up listening to the tales of the erstwhile Maharajas, the ancient palaces, and their opulent lifestyle.

India's deep history and diverse cultures impressed him greatly. This is also a big reason why they thought of a silver jewelry shop that is highly inspired and influenced by Indian traditions.

Initially, Jenny Chowdhury focused on social media, especially Instagram. Then he did his work on the website regarding SEO and organic development.

Jewelry Market

India's gems and jewelry sector is one of the largest in the world, contributing to around 29% of global jewelry consumption.

According to a report by India Brand Equity Foundation (IBEF), the market size is expected to reach $100 billion by 2025.

Sales proposal of Chokhahar

Chokhahar attracts modern women with its exclusive jewelry designs at reasonable prices.

Chokhahar offers a range of silver accessories, which include earrings, necklaces, rings, bracelets, bangles, arm cuffs, leg bangles, and clutches.

The startup offers home decor items such as mirrors, silver frames, wall panels, trays, prayer items, and more. Prices depend on the quantity of silver used and workmanship.

The moment the customer places an order, they deliver within approximately 15 days across India depending on the logistics.

Chokhahar also provides customized jewelry as per the specific requirements of the clients. In other words, if the customer wants a piece of jewelry or a product to be customized, then they also manufacture jewelry or accessories according to their demand. This startup delivers customized products in a month.

Jeny Chowdhary's expert craftsmanship, fine detailing, and beautiful intricate work, inspired by the grandeur of palaces of bygone eras, are what make them unique.

Their ability to transform traditional designs into trendy designs sets them apart from others.

It is not easy to survive amidst the tough competition but Jenny Choudhary always keeps on striving and offers unusual silver jewelry at reasonable prices.

She is always focused on the demands of staying on top of evolving trends and creating designs that appeal to the modern woman.

Current Status of Chokhahar

Typically, Chokhahar products are targeted at the 25+ age group, with a majority of its customers located in Tier-1 and Tier-2 cities in India.

Since the year of the establishment of Chokhahar, the revenue has increased by 30%.

Jenny believes that amid the Covid pandemic, the focus has increased on essential products and the demand for luxury products has reduced.

However, her team, which is bringing capital and revenue back into the business, believes that this time will turn around and that further growth will continue.

Working aggressively to increase organic reach, Chokhahar aims to improve its brand value and reach a wider audience.

The startup is planning to expand its reach internationally.

If the work is desired and linked to dreams, then the effort automatically takes its own pace. If you have the courage to pull yourself out of the web of circumstances, then nothing is impossible.

Jeny Chowdhary, We wish you all the best to reach the top heights in your field.