Rouva

< Back

Designers

< Back

Intentional, modern jewelry that connects generations and carries heritage and memory

Key Words

Designers

Maanya Lakhiani

SUMMARY

Growing up with a grandmother and mother in jewelry design, it was an early form of self-expression for me. However, I rarely wear the jewelry they gave me and that reminds me of my family’s background, because it feels too precious. I conducted research on jewelry and heritage, and found that jewelry is tied to memory and identity, often connecting people to their families, cultural backgrounds, and lived experiences. So, I explored how if the jewelry-making process is intentional, personal and shared, that this experience could surpass the idea of “preciousness” as the memories that come along with it are just as meaningful.

challenge

Through interviews, ethnographic observation, and market research, I identified distinct gaps across stakeholders. Consumers want jewelry that preserves emotional and cultural meaning without feeling too precious to wear daily. Designers seek deeper, more personal relationships with clients beyond transactional sales. The jewelry industry lacks accessible models that support community, customization, and everyday wearability. These gaps revealed an opportunity to create experiences that reframe sentimental jewelry as livable, expressive, and generational rather than static heirlooms.

Outcome

I explored how jewelry functions as an emotional anchor and marker of identity. I developed Rouva, an independent jewelry studio centered on workshops where people design and make meaningful, wearable pieces for loved ones. This would be done through a card game, and wax carving session. This outcome directly addresses consumer hesitation around wearing sentimental pieces by prioritizing everyday wearability, while offering designers a more personal, relationship-driven model. It fills a market gap by reframing heritage jewelry as interactive, emotional, and meant to be lived in rather than stored away.