The brand is patronized by Her Highness Majesty the Queen Elizabeth II of England, Maharani Gayatri Devi of Jaipur, Royal Family of Patiala, Nizam of Hyderabad, Royal Family of Rajkot, Royal Family of Kota, Wadiyar Dynasty of Mysore, Royal Family of Baroda - the Gaekwad Dynasty, John. F. Kennedy President of United States to Hollywood Celebrities Meryl Streep, Julia Roberts, Sofia Vergara, Monica Bellucci, Salma Hayek, Audrey Hepburn to Bollywood Celebrities like Deepika Padukone, Aishwarya Rai, Priyanka Chopra, Vidya Balan, Alia Bhatt.
Sangeeta Boochra is the woman behind the Iconic Luxury Heritage Jewellery brand from India – Sangeeta Boochra and Silver Centrre.
Sangeeta Boochra today runs a team of 2000 traditional Karigars and Artisans handpicked from the interiors of India to give shape to her unique designs. Sangeeta Boochra took to the aim of being able to show the brilliance of Indian Jewelry to the world through her creative vision.
Sangeeta Boochra and her team have been providing economic and social stimulus to the underprivileged community since 1998. “I, along with my Father in Law Seth Lalit Kumar Boochra jointly started a programme known as a Community development Programme under which unskilled Rural Poor are made jewellery artisans through community mobilization and skill training. With training and livelihood at their doorstep, fair wages, no exploitation, no child labour, no pollution and no harm to the society,” says Sangeeta Boochra.
Under this program, Artisans and their communities are facilitated for better health, life skill education, sanitation, and other social imperatives. “We also do financing for one daughter’s marriage of an Artisan,” says Sangeeta Boochra.
This initiative by Sangeeta and her team has connected artisans to the world markets. The team also helps the artisan by taking them to all shows and exporting their products to different countries of the world.
“We partner with Government, Civil Societies, NGO’s, etc. Employing Artisans who live in the most remote parts of India with little to no access to transport. The greatest challenge in their lives is commuting to work and back, often resulting in families that live far apart. One of the key differentiators of our model is an artisan’s ability to not only work from home but have business travel to them.” says Sangeeta Boochra.
Through a grassroots network that requires specialized logistical support, the raw material is dropped off at an artisan’s home where they work on the product. To ensure customers receive high-quality products, quality supervisors inspect the production to help ensure a consistent output while tracking progress. These supervisors also provide artisan service to ensure they are not interrupted by the shortage of raw bullion. When completed, the product is picked up at the Artisans doorstep and sent on to the next stage of jewellery making progress.
These networks stretch across 400 villages in India through an intense grassroots network to connect 25,000 artisans.
Sangeeta Boochra / Silver Centrre’s artisans thus have the ability to work from home. More women can work towards financial independence, as they don’t have to navigate commute, especially in remote villages. Artisans decide their own work hours - being able to work around their family’s schedules.
“Artisans will lose no workdays in receiving and transporting material. Traditional Indian communities do not give women the opportunity to work outside the home -Sangeeta Boochra / Silver Centrre’s model provides an easy solution to this,” says Sangeeta Boochra.