About Us
We made Yugavi because
beautiful should not be a compromise.
A brand for women who live fully — and want jewellery that keeps up.
It started with a frustration most women know.
You find a piece you love. You wear it twice. It tarnishes. Your skin turns green. You throw it away and start again — spending money on jewellery that was never really made to last.
Or you go the other way. You invest in something fine — something beautiful — and it sits in a box because it feels too precious for a Tuesday.
Neither felt right. So Yugavi was born.
We wanted jewellery that was worthy of fine — in craft, in feel, in how it looks on her — but built for the life she actually lives.
Every Yugavi piece is crafted in brass — one of the world's oldest and most respected jewellery metals, chosen for its warmth, its weight, and its extraordinary ability to hold detail. Each piece is finished with an anti-tarnish coat that means you wear it Monday and wear it Friday and it still looks like the day it arrived.
This is demi-fine jewellery. The space between fast fashion and fine jewellery — a space that has always existed, but was never properly served. Until now.
She has taste. She chooses well. She chooses Yugavi.
The Yugavi woman is not defined by her city, her job, or her income. She is defined by the fact that she chooses intentionally — in everything she wears, everything she buys, everything she keeps.
She may be building her career in Mumbai or raising her family in Manchester. She may be dressing for a boardroom in Bangalore or a dinner in Dubai. She is Indian or she simply loves the warmth and craft of Indian-inspired design.
What she has in common is this — she wants to feel beautiful. Not just on her best days. Every day.
Yugavi is made for her.
Three things we never compromise on.
Brass-crafted
A metal with centuries of history. Warm, weighty, and with a presence that cheap alloys cannot replicate. Every Yugavi piece starts here.
Anti-tarnish
This is not a feature. It is a promise. Every piece is finished to be worn daily — through commutes, meetings, dinners, and everything in between.
Demi-fine
The intention and craft of fine jewellery, designed for a woman who lives in her pieces — not just saves them for special occasions.
The beliefs that shape every piece we make.
Beautiful is for every day
Jewellery should not live in a box. It should live on her — through mornings, meetings, and midnights.
Craft has a soul
Every Yugavi piece is named. Every piece has an intention. We do not make SKUs. We make pieces worth remembering.
Real women, real life
Our jewellery is designed to move through her whole day — not just her best moments. Desk to dinner. Always.
Quality is non-negotiable
Anti-tarnish is our baseline. Brass is our material. Lasting is the only standard we build to.
What does Yugavi mean?
Yugavi is rooted in Sanskrit — a language that understood beauty, permanence, and the soul of things long before the modern world named them.
The name carries the spirit of something that belongs to its era — timely, yet timeless. Like the woman who wears it. Like the jewellery she chooses.
Every piece in our collection carries a name drawn from this same well of meaning. Because we believe jewellery worth wearing deserves a story worth telling.
"Some pieces are made to be worn once.
This is not one of them."
Our Journey
I did not come from a family of entrepreneurs.
I became one anyway.
The story of TanuShree — artist, jewellery stylist, mother of two, and the woman behind Yugavi.
Nobody in my family had ever built a business.
No blueprint. No roadmap. No one to call and ask — how do you do this?
Just a feeling that had lived inside me for years — quiet but persistent — that I was meant to build something. Something that was mine. Something that started from nothing and became real because I refused to let it stay a dream.
I did not want to wonder, one day, what would have happened if I had tried. So I tried.
In August 2024, Yugavi was born — in Mumbai, out of that refusal to stay still.
I have always seen the world through what is beautiful in it.
As an artist, I was trained to look — really look — at proportion, at texture, at how light falls on a surface and changes everything. That is not something you switch off. It becomes the lens through which you see everything, including jewellery.
To me, a piece of jewellery is never just an accessory. It is a small, wearable work of art. It has a weight, a mood, a story. It changes how a woman holds herself when she puts it on.
That artist's eye is in every Yugavi piece — in the way a curve is chosen, in the way a surface is finished, in the name each piece is given before it ever reaches her hands.
As a jewellery stylist, I spent years dressing women.
I understood their bodies, their wardrobes, their lives. I knew what they needed — not just for the occasion they were dressing for, but for the Tuesday morning after, and the Friday evening that followed.
And again and again, I ran into the same wall.
The jewellery that looked right was either too expensive to wear daily, or cheap enough that it would not last the month. There was almost nothing in between that had both — the beauty and the staying power.
I was a stylist who could not find what her clients truly needed. So I decided to make it.
That gap — between fast fashion jewellery and fine jewellery — is exactly where Yugavi lives. The demi-fine space. And I built it there deliberately, because I had seen the need with my own eyes, on real women, for years.
I am also a mother. Of two boys who watch everything I do.
They do not know, yet, what it means to build something from nothing. But one day they will understand that their mother did exactly that — with no family history in business, no safety net of precedent, and no guarantee it would work.
I built Yugavi because I wanted to prove something to myself. That I could. That the voice inside me that said build this was right. That a woman with an artist's hands, a stylist's eye, and a mother's determination could create something real.
I want my sons to grow up knowing that their mother did not wait for permission. She built the thing she could not find.
Every piece in the Yugavi collection carries a little of that energy — the refusal to settle, the belief that beautiful things are worth making well, the knowledge that women deserve jewellery as intentional as the lives they live.
TanuShree is an artist, jewellery stylist, and the founder of Yugavi — a demi-fine jewellery brand she built from scratch in Mumbai in 2024. The first entrepreneur in her family, she drew on years of styling real women to identify what was missing in the jewellery market: pieces that were beautiful enough to mean something, and built well enough to last. Yugavi was her answer. Brass-crafted, anti-tarnish, and designed for a woman who lives fully — every single day. TanuShree is also a mother of two boys, and she builds Yugavi as much for them as for herself.
"I did not wait for the right moment.
I made Yugavi the moment."
— TanuShree, Founder, Yugavi