All About Gems & Jewels Palace's Timeless Luxury Across Generations

Gems & Jewels Palace began its journey in 1995, helmed by Pannu Bhansali—who, interestingly, neither held any formal jewellery credentials nor hailed from a family with any history in the business. However, Pannu’s natural flair for jewellery—and a discerning eye for design—helped craft a brand that would build a legacy of its own. “I’ve seen many talented jewellers, but what my mother has achieved is exceptional,” admits Romil Bhansali, Managing Director of Gems & Jewels Palace.

Today, almost three decades later, the brand has made itself synonymous with niche luxury, offering a diverse selection of fine jewellery picks that are both traditional yet fashion-forward. Each piece boasts investment-grade gemstones and is crafted to be passed down through generations. Think, rose-cut diamond butterfly and baroque pearl brooch; or an antique emerald necklace featuring old-cut diamonds and Zambian emerald beads…. Perfect heirlooms for the modern generation.

Made For Today…And Tomorrow

Pannu’s vision for the brand wasn’t just limited to the Indian market. As a result, the Jodhpur-based brand regularly made its presence felt in international circles, attending various prestigious jewellery exhibitions around the world. Not surprisingly, the brand has amassed loyal patrons overseas as well, with clients in the UAE, the US, and more.

With time, the brand has mindfully managed to keep pace with the asks of the global market and customers—and made significant changes to their makeup vocabulary and style ethos, accordingly. This also included a conscious shift towards incorporating international designs and standards of jewellery, while calculatedly treading the bridge between inexpensive and exorbitant. “Consider an emerald necklace: a regular Indian jeweller may charge ₹25 lakh to ₹30 lakh for it, while the bigger, better brands could charge about ₹3.5 crore to ₹4 crore for it. We aim to create a part of this necklace for ₹70 lakh to ₹90 lakh, and sell it for ₹95 lakh, with a 10%-15% margin. This offers customers a valuable product at a reasonable price,” Romil explains.

Their distinctive craftsmanship gives the brand a competitive edge, too. “My father used to compare our jewellery to big brands like Bvlgari, Cartier, and [private jeweller] Viren Bhagat, highlighting the impeccable finishing, intricate work, and inimitable designs. Except that these big brands charge a premium, almost 10 times the cost of raw materials. My mother advised us to focus on our margin, which is essential in the jewellery industry,” shares Romil.

The sweet, ‘just right’ spot of the prices, with the exceptional artistry of the pieces, resonates well amongst their target audience. Here, Romil shares another interesting fact with us: most of their business comes from the shows they conduct, internationally, in cities like Abu Dhabi and Doha—and almost none comes from Jodhpur. “Let’s take Jaipur, for example, where there are over 5,000 jewellers, but their range is limited to less than ₹5 lakh. Our jewellery starts at ₹40 to ₹50 lakh and goes beyond.”

A Selective Approach

The jewellery industry can be tricky to navigate. And transactions operate predominantly on trust, mainly due to the lack of any transparency. Gems & Jewels Palace understands this well and takes it very seriously. For them, creating jewels is just not a business; it is a way of living, and working doesn’t always mean following modern ways. This is, perhaps, why the brand doesn’t even have a website or presence on any active social media platforms. “People often ask me why we didn’t have a website or weren’t active on Instagram.”

Romil smiles. “The truth is, we prioritise the old-school intimate and private bond that we share with each one of our customers. It is not just the usual, jeweller-client relationship—and that’s one of the most important attributes of our work, that sets us apart.”

And this relationship isn’t restricted to just jewellery. Given the long-standing relationships the brand shares with its clients, the patrons trust them not just for their taste in jewellery, but for other, precious collectables as well. “I’m a private jeweller who helps them collect amazing things, too!” Romil tells us. “I recently sold three stunning 150-year-old bronze leopard showpieces, and an Iranian carpet.” The art of wearing jewellery–and collecting things–is so layered and personal, and the brand seeks to connect with and learn about its clients on that deep a level. “That’s the kind of relationship we share with our customers—we discuss investments, collectables, decor, art. We meet them in London over coffee, or go to New York for dinners...

A Repository Of Fine Taste

Working so closely with their clients has also brought with it many notable revelations about the market pattern. “For one, India has experienced significant growth in the past two decades. We’ve seen a rise in the number of families with substantial jewellery collections,” Romil points out, adding, “There are mainly two types of brides today. The ones who are family-driven and prefer bold, heirloom pieces. Or the newly-generational-wealthy brides, who are open to getting educated and investing in more contemporary designs.”

The Gems & Jewels Palace pieces are made keeping just that in mind— and there is something for everyone. The versatility of the designs, the timeless elegance of the styles, and the dazzling opulence of the gems make the ranges fit for royalty, across generations.

Experts At Play

Romil is also a buyer who comes in handy, too. “I excel because I’m a buyer of high-quality stones, diamonds, and other valuable items. This gives me first-hand access to all these valuables. First, the suppliers show me the items, and then they show me the market. That’s one of the biggest advantages in the trade today,” he elaborates.

This is all courtesy of maintaining meaningful connections with wholesalers and manufacturers, and of course, exposure to a larger range of tastes and choices. Family—working together as a team—has been integral to the success, too. Drashty Bhansali handles the creative side of Gems & Jewels Palace. While Romil handles the business aspect and Pannu Bhansali first brought Gems & Jewels Palace to life. “I consider my mother, wife, and myself as a formidable trio. My mother possesses a legacy and keen eye for detail, while my wife is a designer who understands the latest trends. I handle sales and public relations, as well as nurture strong relationships with customers. This unique blend of skills sets us apart from other jewellers.”