Pje Jewels, a prominent name in the Indian jewelry landscape, marks its seventh anniversary this year since its inception on April 28, 2018. Founded by Vimal Mahender Kumar Alijar, the brand embodies a rich legacy of craftsmanship and family values that have thrived through generations.
Originating from a Marwadi-Jain family in Birantiya, Rajasthan, the story of Pje Jewels dates back over 250 years, when the family began their journey as wool and cotton traders in Beawar. Following a vision to expand into southern India, Nihalchand ji Alijar, one of the family’s forefathers, established a money-lending business in Secunderabad nearly 180 years ago. This was followed by the launch of Uttam Jewelers, a silver shop that laid the foundation for the family’s enduring presence in the jewelry sector.
Under the leadership of CEO Devansh Alijar, Pje Jewels has continued to flourish, building on a strong tradition of customer service and product transparency. The Managing Director, Vimal Mahender Kumar Alijar, has been instrumental in shaping the brand’s identity since he joined the family business at the age of 16. He has introduced innovative jewelry lines, such as Turkish designs in the 2000s, Pachi designs in 2008, Kundan jewelry in the 2010s, and lightweight pieces in 2020, each reflecting a commitment to quality and artistry.
The Pje Jewels team also includes talented individuals like Chinna Reddy and Bappa Gayan, whose expertise helps maintain the brand’s high standards. Additionally, Shashank Alijar, the Chief Operating Officer, has enhanced the jewelry collections by incorporating precious and semi-precious beads and stones, thanks to his training in gemology and diamond grading from the Gemological Institute of America (GIA). His passion for Polki and diamond jewelry drives the brand’s seasonal collections, catering to diverse tastes in bridal and contemporary jewelry.
Pje Jewels specializes in an array of exquisite products, including necklaces, rings, vaddanam, diamonds, and bangles, all crafted with meticulous attention to detail. With a robust online platform at pjejewels.com, customers can conveniently explore and purchase stunning pieces that celebrate the brand’s dedication to heritage and craftsmanship.
As Pje Jewels looks forward to the future, it remains steadfast in its mission to provide exceptional service and timeless jewelry. The brand’s journey is a testament to the enduring legacy of family, tradition, and a passion for beauty that resonates across generations.
