Not Inherited, But Earned: How Jayesh Bihani Is Building Two Jewellery Brands with Purpose

In a space dominated by legacy names and inherited empires, Jayesh Bihani’s journey stands out—not because of where he came from, but because of what he chose to build. With no background in jewellery, no funding safety net, and no proven formula, Jayesh ventured into one of India’s most competitive and unorganized sectors, armed only with belief, instinct, and the will to build something lasting.

Today, he is the founder of two fast-growing brands—Live Some India and Carat For You.
But his journey began with questions, not answers.

The Unlikely Beginning

Back in 2020, Jayesh had just completed his post-graduate degree. He landed a digital marketing role at a US-based startup, working remotely from his hometown, Jaipur. Life was stable but, it wasn’t fulfilling.

While regularly visiting his father’s seedlac shop located in Jaipur’s iconic jewellery hub, Gopal Ji Ka Rasta, Jayesh began noticing trends the industry had overlooked. With gold prices climbing and thefts rising, middle-class consumers were turning away from wearing real jewellery. At the same time, artificial jewellery, though in demand, lacked structure, quality control, and trust. There were few brands that people could truly rely on.

He didn’t have a blueprint, but he saw a gap. And that was enough to take the first step.

The Launch of Live Some India

In April 2023, Jayesh launched Live Some India, a brand that focused on Luxury Artificial & Fashion Jewellery for the modern Indian woman. With the belief that confidence shouldn’t come at the cost of financial burden, the brand was built around the idea of "Gold Jayasi Dekhne Vali Jewellery"—artificial pieces that looked and felt just as luxurious.

His guiding principle was clear: "If I wouldn’t buy this product at this price and quality as a customer, I won’t sell it."

The early days weren’t easy. With no team, no vendor relationships, and no industry mentors, he faced steep learning curves. Months passed with minimum sales. Procurement costs were high. Competitors were undercutting prices with lower quality, and customers didn’t yet know who to trust.

But Jayesh stayed. He reinvested savings from his job, sold off personal investments, and doubled down on understanding customer pain points. Over time, the brand began resonating with women looking for trusted, stylish alternatives to traditional gold—building a loyal base, one customer at a time.

When Reality Hits: The Challenge of Seasonality

Live Some India saw spikes in demand during festive and wedding seasons. But during off-seasons, revenue dropped sharply. For a bootstrapped entrepreneur, the highs and lows were too steep to ignore.

“I realized we needed something more stable—something that could function beyond the Indian wedding calendar,” Jayesh says.

That realization became the foundation for something new—an opportunity to balance creativity with consistency, and to diversify the business with purpose.

The Strategic Launch of Carat For You

In late 2024, Carat For You was launched as the next chapter in the journey. This brand was envisioned to cater to a global audience with a refined focus on 925 Sterling Silver Jewelry, elevated with Moissanite and Natural Gemstones. The goal was to offer jewellery that matched international aesthetics and durability, while remaining proudly rooted in Indian artistry.

Unlike Live Some India, which caters to culturally rich, occasion-led shopping in India, Carat For You was built for consistency—both in its offerings and its appeal across borders.
Jayesh had by then immersed himself in understanding the manufacturing ecosystem. This hands-on approach gave him the ability to oversee quality, fine-tune costs, and establish a supply chain that could support global standards without losing its Indian essence.

The result was a brand that could serve customers year-round, with pieces fit for weddings, gifting, or everyday elegance—offering more than jewellery; offering stories of craftsmanship made in India, for the world.

“Carat For You wasn’t a pivot—it was the outcome of listening to the market and understanding our business needs. While Live Some India continues to be a celebration-centric brand rooted in Indian tradition, Carat For You is about reaching the global customer who values design, substance, and everyday wearability.” he explains.

Bootstrapped but Bold: Building Without a Safety Net

One of the most defining aspects of Jayesh’s journey has been his decision to bootstrap both brands. Without external funding, every step—be it hiring, scaling, or branding—required careful, value-driven decisions.

“Finding the right talent was one of the hardest parts. We couldn’t afford shortcuts,” he says.

Managing two brands with different customer bases, supply chains, and growth strategies also meant double the responsibility. But Jayesh believes that being resource-constrained helped sharpen his decision-making and define the brand DNA early on.

“We never had to choose between growth and ethics. That line was drawn from Day One.”

Branding in 2025: More Than a Logo

Jayesh is clear-eyed about what it takes to build a brand today. “It’s not about the name or the logo anymore. Everyone has a product. What matters is what people say about you when they’re not being sold to.”

With increased market transparency and heightened customer expectations, branding today is about trust, systems, and storytelling. Jayesh believes that one mistake many founders make is focusing only on aesthetics, not operations.

“We’re still figuring it out. We’re building systems. We’re learning—not from playbooks or trends, but from our own customers. And that’s why I’m confident: five years from now, we’ll be way ahead—not just in branding, but in building real loyalty.”

What’s Next?

For Jayesh, the path ahead is clear but ambitious. Live Some India will continue growing as a reliable name in Premium Artificial Jewellery for Indian families. A brand that’s accessible, elegant, and emotionally relevant.

Carat For You, on the other hand, is set to expand internationally, offering personalized designs, ethical materials, and global shipping—all while being made in India.

The common thread across both? Delivering value with integrity, and growing without shortcuts.

Jayesh Bihani didn’t step into a ready-made industry. He walked into the unknown and carved a path. His story isn’t glamorous, but it’s grounded. It’s not just about jewellery—it’s about what it takes to build something real.

And in his words:

“This is just the beginning.”

Discover Elegant Jewellery:

• To explore Premium Artificial & Fashion Jewellery collections, visit com.
  Shop Kundan & Polki Jewellery, Diamond (AD) Jewellery in Necklaces, Rings, Earrings, Pendants, Bracelets and Hair Jewellery.
  
  
• To explore 925 Sterling Silver Jewellery in Moissanite and Natural Gemstones, visit com. Shop Rings, Earrings, Pendants, and Necklaces, with the option to Customize Jewellery.

Connect with Jayesh Bihani on LinkedIn.