Rohit Shah on LAMA’A: Why Quality is the Permanent Trend in Jewellery

Rohit Shah built LAMA’A after spending more than fifteen years in the jewellery trade, learning every detail from design and metallurgy to sourcing and customer buying habits. Coming from a family with a long jewellery background, he grew up surrounded by craftsmanship and business conversations that slowly shaped his career. What began as curiosity developed into a desire to create a premium 925 sterling silver jewellery brand that balanced quality, elegance, and everyday wear. That idea became LAMA’A, a brand focused on timeless silver jewellery for modern consumers across India and overseas.

While studying the jewellery market, Rohit noticed that buyers often had only two choices. One was expensive fine jewellery reserved for special occasions. The other was imitation jewellery that looked attractive but rarely lasted. LAMA’A was created to fill that space with finely crafted 925 silver jewellery that feels premium while remaining suitable for daily use. The brand places equal attention on design, durability, and craftsmanship. As Rohit says, "Jewelry isn't just about decoration; it's a reflection of inner brilliance brought to the surface."

Launching the business brought its own share of difficult days. Building a dependable network of artisans and securing consistent 925 silver purity took time. Production delays tested his patience more than once, yet he stayed committed to quality instead of choosing easy alternatives. Years in the jewellery business also taught him that customer preferences change fast. One early collection, which he personally admired, failed to attract enough buyers. That experience changed how new collections were introduced, with customer feedback playing a much bigger role before sourcing larger quantities.

The first customers came through relationships built over many years and genuine word of mouth. Buyers who appreciated fine silver jewellery shared their experience with others, opening doors to retail and digital business opportunities. Rohit credits his family for giving him the confidence to keep going during uncertain times. Inside the company, he encourages creative thinking, open conversations, and ownership among the team. "Fifteen years in the industry taught me that trends come and go, but a commitment to quality is permanent."

Rohit hopes LAMA’A grows into a globally recognised name in premium 925 silver jewellery while creating steady work for skilled artisans and karigars. He believes lasting businesses are built with patience rather than speed. His advice to aspiring founders is simple: learn the industry well before launching, stay committed to genuine customer needs, and never compromise on the values that define your business.