31/07/2025
Meet Kriti — the founder of Rarity Concept, a woman quietly rewriting the rules of what it means to chase your dreams while raising a tiny human and building something meaningful from scratch.
She started this brand during her maternity leave, with a newborn in one arm and a vision in the other. What began as a quiet idea — one she jotted down between 3am feeds and nap windows — has slowly taken shape into something deeply personal: timeless, sustainable jewellery that celebrates the women who wear it.
Kriti has lived in 5 countries, travelled to over 30, and still swears the best ideas come to her on long walks or while having her morning cuppa. With a background in marketing and a heart full of stories, she’s always been drawn to things that feel intentional — whether it’s a well-written sentence, a thoughtfully crafted ring, or a woman living life on her own terms.
She grew up in India where jewellery has meaning and is a part of one’s life. Although, her first dream job was to be a travel show host. But somewhere between agency deadlines, motherhood, and a desire to create something lasting — Rarity Concept was born.
It’s not about trends. It’s not about being loud. It’s about celebrating softness, strength, and subtle luxury — the kind that whispers rather than shouts.
Every piece in the collection reflects the kind of life she wants to live — slow, intentional, and full of heart.
If you’ve ever dreamed of creating your own path, this is your reminder that there’s no perfect time — just a brave first step. ✨
Follow along as Rarity Concept continues to grow — one thoughtful piece, one beautiful story, one rare woman at a time.
