Our Story ✨

Every brand has a story—and ours began with a dream, a few pieces of jewelry, and a tiny shop in a small town of Gujarat.

In 2019, Roop Shangaar was born. With just a handful of Mangalsutras and Indo-Western sets, we opened the doors to our first little shop. It was small in size, but big in hope. Every customer who walked in added to our belief that jewelry is more than just an accessory—it’s a way to express yourself, to celebrate moments, and to create lasting impressions.

Over the years, that belief helped us grow. From Mangalsutras and antique pieces, our collection expanded into five different categories—from dazzling American Diamond Necklace Sets to timeless earrings and delicate everyday chain-pendants.

By 2025, with growing love, inquiries, and demand for our designs, we took the leap to launch JELVI—an online fashion jewelry brand dedicated to bringing our collection closer to every woman, everywhere.

At JELVI, our vision is simple:
To create a community where every woman and girl can find the perfect jewelry at an affordable price—whether it’s to shine at a wedding, feel confident at work, or add sparkle to everyday life. Because we believe jewelry should never be out of reach—it should bring a smile, a spark, and a little magic to everyone’s journey.

Today, JELVI stands proudly with a growing team that goes beyond selling jewelry. We’re here to understand your style, guide you for your special days, and help you look and feel your most beautiful self.

From a small shop in Gujarat to a brand loved by many, our journey is just beginning—and we’re so glad you’re part of it. 💖