Our Story | SANA

SANA is a modern fashion jewelry brand designed for everyday elegance. Our pieces are stylish, minimal, and thoughtfully crafted to suit every moment — from a morning meeting to a dinner plan with friends. Made using premium-quality alloys and long-lasting plating, SANA jewelry is waterproof, anti-tarnish, and hypoallergenic. It blends effortlessly with both western and Indian wear, helping you look polished without spending a fortune. At SANA, we believe looking good should feel effortless and affordable.

SANA was founded in 2024 by Smriti, a certified jewelry designer from the Gemological Institute of America (GIA). She spent over five years designing fine jewelry for Ultra HNI clients including celebrities, cricketers, and industrialists, with her design journey spanning across traditional Indian motifs to contemporary European aesthetics. During her corporate stint, she realized that while Indian jewelry was often heavy and occasion-focused, European styles, though minimal and modern, were still an expensive fine jewelry. Her deep understanding of two of the largest, but contrasting markets, inspired her to create SANA. Designed for everyday elegance, our collections are perfect balance of elegance and ease, jewelry that looks expensive, feels good, and goes with just about everything. So, happy styling! ❤️

Navdeep joined SANA in Apr 2025 as a co-founder. After completing his industrial engineering and after pursuing his MBA from the prestigious IIM Trichy, Navdeep spent over ~8 years across corporates as a banker, then investment banker. Belonging to a business family, he always believed that entrepreneurship was the way forward. After brainstorming over a dozen business ideas with his friends & family over years, he finally struck gold when the perfect idea was waiting at home founded by his better half, Smriti. He joined hands to build premium, but affordable jewelry that is build to last. Navdeep heads Finance, Supply Chain, Tech & Strategy at SANA.