WHAT WE DO
Belsi’s Jewelry tells the brilliant and resilient stories of South Asia’s bold and inquisitive
women. We take pride in the impeccable craftsmanship of Indian artisans, bringing our
contemporary IndoWestern designs to life. Express yourself with collections that connect the
nostalgic souls of scattered diasporas to a little taste of home.
HANDCRAFTED
by real Indian artisans based
in Jaipur, Mumbai, & Gujarat.
INSPIRED
by South Asia’s bold women
and the Indo Western lifestyle.
ATTAINABLE
by cutting out the middleman, leaving
you with more moolah in your handbag.
MEET BELINDA & RIDDHI
BELINDA
Pictured Right
Based in: Gujarat, India
Favorite Collection: Regal Rani
Enjoys: Spending time with my daughter, reading escapist
novels, and exploring Indian bazaars for the latest fashion
trends.
RIDDHI
Pictured Left
Based in: Atlanta, Georgia, USA
Favorite Collection: Wander Lust
Enjoys: International travel, rewatching classic Bollywood
films, and volunteering on the weekends.
OUR STORY
Hi, we’re Belinda and Riddhi, two sisters from Indore with one unrelenting dream and
centuries of reclaiming to do. The idea for Belsi’s first took shape in 2010, after realizing
there’s a huge gap in affordable and authentic IndoWestern jewelry. Coming from a big Indian
family of five sisters, jewelry always had a significant role in our lives—a form of love, pride,
and heritage. Our grandmother, Shantaben, was our biggest source of inspiration. Widowed
in the trying times of 1940’s India, she started her own business running a girls’ hostel which
was no easy feat for a woman in this era.
Like her, it was important for us to see more of
what we wish existed. For us, that meant creating
jewelry designs that represent the modern woman.
So, we did what everyone with a dream and a
dollar would do. We quit our corporate jobs to
pursue our wildest passions, full-time in 2012. We
thought: let’s go big or go home, baby! The name,
Belsi’s, originated from merging the names of
Belinda and her daughter, Tulsi (the only girl born
amongst us five sisters). Initially, we launched our
brand with a bridal jewelry line that received high
praise from South Asian fashion societies. It was
an exhilarating first couple of years.
But it wasn’t until 2014 we found our true
calling after launching an eclectic bohemian
line designed for every occasion, closer to what
you see in our IndoWestern collections today.
Then in 2017, our latest collections got picked
up by New York Fashion Week. This was a
critical moment in our company’s history as it
propelled us to where we are now. Several
magazine features, celebrity endorsements, and
11 years later, we’re constantly reinventing
ourselves in multicultural contemporary
fashion. Today, we’re shipping our one-of-a-
kind pieces across the world, expanding far
beyond our home base in India!
——
THE PATH TO SELF
DISCOVERY LEADS
TO A NEED FOR
SELF EXPRESSION
SELF DISCOVERY
Knowing yourself is an important part of life’s
journey. Belsi’s is always searching for ways to
develop our understanding of who
we are and who we are here to serve.
CREATIVITY & INDIVIDUALITY
In order to foster an environment that encourages
creativity, we must be open to new ideas and embrace
the things that make us different.
INTERSECTIONAL FEMINISM
As a WOC-founded company, we aim to use our
platform to inspire women from all walks of life to
band together and stand up for equality.
MULTICULTURALISM
At our core, we want to remain true to our Indian
roots in a way that doesn’t box anyone out but
welcomes you to explore all of the globe’s most
vibrant cultures.
EXPLORE COLLECTIONS
