Why we started Pukka

Why do we name us Pukka?

Pukka is derived from the Hindi word “Pakka”, which is synonymous with being genuine, solid, positive, or true. At Pukka Berlin, this is exactly what we stand for. The basis of our Pukka Promise is to give you fast, fine, and fair jewelry that is handcrafted from mine to market. Jewelry is either extremely unattainable for many due to exorbitant pricing, or it’s reasonably affordable, but with questionable quality. We aim to bridge this gap by offering fairly priced products, without compromising on quality and fair manufacturing. We want you to invest in something that lasts the test of time, looks good, and feels good too.

Why is now the time?

The jewelry landscape has been unchanged for too long. We want to change it by merging fine and fashion jewelry in one segment or create a new segment altogether. Generally speaking, we believe that a lot of people, especially in our generation, care more about two factors. They care and inform themselves about the quality and the origin of the things they buy, and they want individualization.

What are we solving?

The trade-off between price and value. We want to provide value for money. And our term value incorporates sustainability and responsibility. Most people overspend on natural stones (Rubies, Sapphires, and Diamonds). We aim to price our jewelry competitively by giving more for less. That means affordable jewelry without compromising on quality. We also want you to have the peace of mind that your purchase is sustainable and is making a difference. We have an alternative idea of fast-fashion: designing new collections and pieces frequently according to your feedback. Finally, our cultural diversity allows us to create lines that appeal to a wide, diverse market.

What was the AHA moment?

When we met during our Masters in Warwick we discovered similar concepts of minimalistic but funky designs as well as what philosophy a jewelry business should have. Throughout the university year, we got closer to bringing together our shared idea of a lifestyle brand. So what was our inspiration? I guess the combination of our origins, the lack of a solution we required, and most of all our supplementing abilities.

Pukka Berlin (Jodhpur)

Then we went on a summer holiday trip to Kenya to visit Taj. In the middle of a Safari in the Masai Mara, we had this design idea of a simple, but funky ring in the form of a tusk. After a few glasses of liquid inspiration, we began an abstract brainstorming session around that simple product idea that pop-corned into what we call Pukka today.

The key theme was leveraging off existing infrastructure at our disposal and creating a lifestyle that resonates with today’s generation. Most people don’t just want a good-looking piece of jewelry, they care about where it came from and how it was made. We didn’t just want to become another brand and hence the fusion of fashion jewelry and fine jewelry was created and we became much more lifestyle focused.

Who do we make happy?

A trendy but ethical person looking for something beyond your conventional jewelry and someone who is keen to make a difference. The Pukka customer is someone who cares about sustainable supply chains and clean sourcing. It is someone who celebrates diversity, someone who doesn’t just want to look good but feel good too.

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