lookonly a few brides like goldplated silver jewellery and would prefer buying gold jewellery insteadyes there has been a great demand for silver bridal jewellery in general and celebrities and socialites too are wearing branded silver lines influencers have played a big role in inspiring brides to buy silver jewelleryis todays consumer requesting for hallmarked jewelleryour jewellery has its own purity certificate and as a policy all our pieces are hallmarked with a 925 purity stamp however this doesnt hold good for old tribal pieces that are sourced and not made in our factorywhich are your strong markets abroad and what type of designs do they preferwe export worldwide and our major markets are the usa singapore sri lanka the uk and japan they buy designs inspired by indian culture but bearing a western aesthetic rings and earrings are major sellers abroad we have stores and a distribution network in all major countriesis all your jewellery handmade how many artisans do you employyes all our jewellery is handmade we only use machines for few select orders where we specify to the client about the same before going aheadwe employ more than 2000 artisans pan india which includes artisans from rajasthan uttar pradesh kashmir orissa karnataka assam madhya pradesh gujarat etcwe would like to know more about your community development programme covering 400 villages and 25000 artisans across indiain 1998 my fatherinlaw lalit kumar boochra and i jointly started a programme to train unskilled rural poor as jewellery artisans through community mobilisation and skill training besides offering fair wages and educating them in matters of health and sanitation we also financed the marriage of one daughter of every artisansangeeta working with karigarsour aim was multifold to preserve the dying jewellery crafts train and set up a sustainable model for artisans to ensure a decent living create pieces so that the forthcoming generations can admire and wear and connect artisans to the world markets by taking them to all trade shows and exporting their products to different countries of the world we have been partnering with the government ngos etc for this activitythrough a grassroots network that requires specialised logistical support raw material is dropped off at an artisans home and to ensure that customers receive superior finished products quality supervisors inspect the production to help ensure a consistent output while tracking progress the final product is picked up from their doorstep and sent to the next stage of the jewellery making processwe have built a network in these villages and clusters across india over a period of 22 years and now the connectivity amongst our artisans is very strong these artisans form the core strength of our companytell us about your brands collaboration with emkay diagnostics started last year in april to help covid patientsmy son abhineet boochra the cofounder of the brand sangeeta boochra started the initiative with dr aslam nagra of emkay diagnostics for covid patients unable to seek hospital admission today they have started a 25bed medically equipped