The Story Behind Sandook
I have always been connected to fashion and design. Born and brought up in Kanpur, I started my career as a fashion designer and had my own boutique and studio. After getting married, I moved to Kolkata, but my love for designing and creating never stopped.
During COVID, when life had slowed down, I started thinking about what else I could do apart from fashion. I remember thinking, "Why not try something completely different?"
That thought led to Sandook.
With my family's long standing connection with jewellery, I decided to start working with 925 Sterling Silver jewellery. My father, who has his own gold and silver jewellery shop, played an important role in helping me take those first steps. His experience, guidance and support gave me the confidence to build something of my own.
What started as a small idea has now grown into a business that has been a special part of my life for the past four to five years.
Fashion will always be my first love, and I continue to design my own clothes. But through Sandook, I have discovered how much I enjoy creating and building a jewellery business.
For me, Sandook is about creativity, quality, family values and creating pieces that are beautiful and meaningful.
I am grateful to my family and to everyone who has supported me on this journey. ❤️
Sandook in the News
Sandook and its founder, Yogya Verma Singh, were featured in The Telegraph Salt Lake in its Festive Special edition on 1 November 2024.
The feature highlighted Sandook's perspective on changing jewellery trends: the growing popularity of 925 silver jewellery among younger customers, the appetite for evil eye designs, the pressure of rising silver prices, and the increasing interest in silver as both jewellery and an affordable form of investment.
This recognition reflects Sandook's growing presence in the contemporary silver jewellery market and its understanding of how customer preferences are evolving.
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