About Us

One wardrobe. Both halves of her week.

Most jewellery asks you to choose. There is the safe piece you wear to work, and the loud piece you keep in a box for the nights that deserve it. Two boxes, two brands, two versions of yourself.

Chidiya Udd was built on the idea that this is a false choice.

Demi-fine, deliberately

We sit between fine jewellery and fashion jewellery, and we chose that ground on purpose. Fine jewellery is an investment with a price barrier and a formality that keeps it in the safe. Costume jewellery is disposable by design — bought for one evening, tarnished by the next.

Demi-fine is the space where real material quality meets a price you can actually build a wardrobe around. Graded stones. Considered plating. Settings made to hold. Pieces you reach for on a Tuesday morning and again on a Saturday night.

Made to be worn, not saved

Every piece we design has to pass one test: can she wear this to a meeting where she needs to be taken seriously, and to a room where she wants to be remembered? If the answer is only one of the two, it doesn't ship.

The Indian woman, held to a global standard

We design for her — her skin, her occasions, her wardrobe, her week. And we hold the making to the standard the best in the world are held to. Locally relevant. Globally benchmarked.