In a world where luxury is rapidly evolving, Aarma Jewels stands as a rare blend of heritage, innovation, and heartfelt storytelling. What began in 2008 as a simple Facebook page driven by passion rather than a grand business plan has today blossomed into a bespoke fine-jewelry brand with a global vision.
Built on five generations of jewelry craftsmanship, Aarma Jewels blends heritage with modern design. Born from the belief that fine jewelry should shine with both beauty and responsibility, Aarma creates lab-grown diamond pieces that embody purity, elegance, ethics, and innovation.
“At Aarma, we create jewels that are meant to be cherished, passed on, and remembered,” say the founders. “We want every piece to celebrate a moment, an emotion, and a legacy, one that stays Forever in Carats.”
Meet the Visionaries Behind Aarma Jewels
Aarma Jewels is guided by a trio whose combined strengths define the brand’s heart, direction, and innovation. Each co-founder brings a distinct perspective, yet a shared legacy and a modern vision for the future of luxury unite them.
Zhinkal Sonie – The Creative Force Behind Aarma’s Identity
Leading Aarma’s creative direction and brand experience, Zhinkal shapes the way the brand looks, feels, and connects with the world. Her background in marketing, visual storytelling, and design allows her to craft experiences that feel both luxurious and deeply personal.
Her vision for Aarma is rooted in warmth, modern elegance, and emotional resonance.
“In a world full of noise, I want Aarma to feel like a breath of sincerity,” she shares. “Every design, every photograph, every interaction should make people feel something real.”
Zhinkal ensures that the Aarma experience from digital presence to product presentation is cohesive, intuitive, and steeped in authenticity.
Virral Sonie – Bridging Jewelry & Technology with Purpose
With rare expertise that blends jewelry craftsmanship and UI/UX design, Virral brings the technological backbone to Aarma Jewels. His experience in both manufacturing and product design enables him to create a digital journey that mirrors the brand’s physical excellence.
He champions transparency, intuitive design, and customer trust in every digital interaction.
“Luxury today is not just about the product; it’s about the experience,” Virral explains. “I want people to feel clarity, comfort, and confidence from the moment they visit our website to the moment they wear our jewelry.”
His innovation ensures that Aarma Jewels remains at the forefront of digital-first luxury.
Preet Sandeep Shah – Upholding Craftsmanship, Quality & Heritage
Representing five generations of jewelry excellence, Preet anchors Aarma’s production and manufacturing. With hands-on experience in diamond grading, manufacturing, and quality control, he ensures that every creation reflects precision and emotional depth.
His role goes beyond operations; he is the guardian of Aarma’s craftsmanship standards.
“My journey taught me that jewelry is not just a product; it’s trust, emotion, and legacy,” Preet says. “At Aarma, we craft pieces with the same pride my family has carried for generations but with the responsibility and consciousness that modern luxury demands.”
Preet oversees ethical sourcing, sustainable production, and seamless coordination between designers, artisans, and vendors, ensuring each jewel remains true to Aarma’s promise.
Krish Shah – The Modern Mind Driving Sustainable Luxury Forward
With a background in Engineering and specialization in AI & Machine Learning, Krish brings a future-forward approach to Aarma’s product design and brand strategy. Though he represents the youngest generation in the Shah family’s jewelry legacy, he enters the industry with a fresh, conscious perspective.
“What inspired me was the idea that luxury can be beautiful and responsible at the same time,” Krish shares. “Lab-grown diamonds represent the future where innovation and ethics coexist.”
His design philosophy merges tradition with contemporary aesthetics, making Aarma’s creations appealing to today’s discerning and environmentally aware consumers.
