We were lucky to catch up with Vivek Gupta recently and have shared our conversation below.

Vivek , appreciate you joining us today. So, naming is such a challenge. How did you come up with the name of your brand?

The name “VICHITRA” carries a personal significance that few can truly understand at first glance. To those who have known me for years, however, the meaning is instantly clear. The journey to naming my brand began at the age of 10, when I first started expressing myself and developing my own unique personality. From that early age, I was often labeled by others — some called me “crazy,” “weird,” “colorful,” “creative,” “strange,” and “unique.” These were the tags people would give me, often behind my back.

But rather than feeling discouraged by these labels, I embraced them. When people would ask why I couldn’t be like everyone else, I would simply smile and reply, “Why be ordinary when I can be myself?” That mindset became the foundation of my brand, and eventually led me to choose the name “VICHITRA.”

In Sanskrit, “Vichitra” means “unique” — a word that perfectly encapsulates my brand’s essence. To me, the name represents more than just a label; it’s a reflection of my journey, my individuality, and my ongoing quest to stay true to who I am. “VICHITRA” is not just a brand — it’s an expression of self, an embodiment of creativity, and a reminder to embrace what makes us different.

This brand is my way of celebrating the very qualities that others once saw as odd or unconventional. It’s a tribute to the power of authenticity, the strength to stand out, and the beauty of embracing our uniqueness. Just as I’ve learned to wear my “weirdness” as a badge of honor, “VICHITRA” is a celebration of that same spirit.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Vichitra by Vivek Gupta: A New Era in Jewelry Design

Vichitra by Vivek Gupta is more than just a jewelry brand to me. It’s a journey, deeply personal and woven with the threads of my own history, family legacy, cultural exploration, and an unwavering passion for design. The roots of this journey trace back to my childhood, when I spent time with my grandmother (Amma). She would share stories from Hindu mythology, and I became fascinated with how deities, regardless of gender, adorned themselves with intricate jewelry. This early exposure to jewelry as both art and symbolism was what sparked my lifelong love for it.
As I grew older, my academic journey led me further into the world of design, and I found myself drawn to the “small product industry.” For my final thesis, I decided to explore the revival of a lost Indian jewelry art form. During this time, I also began redesigning my mom’s precious jewelry, transforming them into contemporary pieces that felt both modern and sentimental. But it wasn’t until I studied abroad, during my Master’s in Sustainability at SCAD, that my path took a transformative turn.
In a particularly difficult phase of my life, I was introduced to the concept of Ikigai—a Japanese word meaning “a reason for being” or “the meaning of life.” It made me reflect on what truly motivates me to get up every morning. And that’s when it hit me—I realized my true passion lies in jewelry. It was a moment of clarity that helped me shift my focus completely. From that point onward, I committed myself to pursuing jewelry design with all my heart, and thus began my journey into creating Vichitra.
On May 12, 2024, I had the immense honor of launching Vichitra by Vivek Gupta. The brand reveal, which included a jewelry ramp show, was a culmination of collaborations with students from production design, photography, and other departments. Models walked the runway wearing pieces from Vichitra, and it felt like a dream come true. This event was more than just a launch—it was a celebration of creativity, community, and the beginning of something truly meaningful.

Vichitra by Vivek Gupta: Celebrating Strength in Femininity

Vichitra is a reflection of the three most influential women in my life—my grandmother, mother, and sister. These women have shaped me in ways I can’t even fully describe, and they continue to inspire the heart and soul of my brand. The name Vichitra, meaning “unique” or “extraordinary,” represents the philosophy behind the brand: creating jewelry that is as unique as the individuals who wear it.
At its core, Vichitra celebrates the strength of femininity. In today’s world, it’s women who hold up society—they are the nurturers, the warriors, the builders, and the change-makers. My jewelry is designed to reflect and honor this strength. I want Vichitra to empower women, to tell their stories, and to remind them of their own resilience. The pieces are not just adornments; they are symbols of empowerment, confidence, and the beauty of femininity.

The First Collection: Anant Chandrama

The first collection from Vichitra is called Anant Chandrama, which translates to “Infinite Moon.” This collection is deeply personal for me, as it draws inspiration from the moon—an eternal symbol in Hindu mythology. The moon represents feminine energy, mystery, and power. It is constantly evolving, waxing and waning, yet it remains timeless and unchanging in its presence. To me, the moon embodies the strength and resilience of women, who, like the moon, go through many phases but always emerge stronger.
Each piece in Anant Chandrama was designed with this concept in mind—the idea of an infinite cycle, of constant transformation, yet with a foundation that remains steadfast. The collection features intricate silver craftsmanship, blending traditional motifs with modern, geometric designs. The silver serves as a symbol of purity, while the unique textures and forms convey the notion of eternity, much like the moon’s endless cycle.

Key Design Elements of Anant Chandrama:

* Celestial Motifs: Crescent moons, stars, and celestial orbits are woven into the collection’s designs, embodying the idea of infinite potential and the interconnectedness of the universe. These elements speak to the cosmic energy that drives and unites us all.
* Interplay of Light and Shadow: The designs play with light and shadow, creating a contrast that highlights the intricate details and beauty of each piece. This reflects the delicate balance between vulnerability and strength, light and darkness—elements that are inherent to the feminine experience.
* Minimalist yet Bold: The pieces in Anant Chandrama are minimalist in design but make a bold statement. This reflects the quiet yet immense power of women—strong, dignified, and unafraid to shine.

Sustainability at the Heart of Vichitra

Sustainability is something I hold close to my heart, and it’s a key value I brought with me from my time studying Sustainability. At Vichitra, we are committed to making jewelry that not only stands the test of time in terms of design but also in terms of environmental responsibility. Every piece in the Anant Chandrama collection is crafted with ethical sourcing and eco-friendly practices. I believe that beauty should never come at the cost of the planet or its people, and I’m dedicated to ensuring that my work reflects this ethos.

The Future of Vichitra

As Vichitra continues to grow, I am excited about the future and the endless possibilities for new collections. Each one will explore different aspects of femininity, cultural narratives, and personal identity. But at its core, Vichitra will always remain true to its founding philosophy: to create jewelry that empowers women, honors their strength, and reflects their journey.
Launching Vichitra has been one of the most fulfilling moments of my life. It’s a reflection of everything I’ve learned, everything I believe in, and everything I hold dear. The Anant Chandrama collection is just the beginning of this incredible journey, and I can’t wait to share more stories through my designs.

For me, Vichitra isn’t just a brand—it’s a way to express everything that has shaped me as a person. It’s an extension of my love for jewelry, my respect for my family, and my commitment to sustainability and empowerment. The collection Anant Chandrama is a celebration of the infinite strength and beauty that lies within every woman—and I hope it resonates with anyone who wears it, just as it has with me.

This version puts your voice and perspective at the forefront while capturing the essence of your brand and collection. Let me know if you’d like to adjust anything further!

ABOUT THE BRAND INSPRATION

Vivek’s fascination with the architecture of India, particularly the iconic arches, has always been a source of deep inspiration. In construction, arches are revered for their ability to bear weight and provide stability, serving as symbols of strength and enduring integrity. For Vivek, these architectural marvels go beyond their structural function—they represent resilience, unwavering support, and the power to withstand the test of time. This powerful symbolism forms the cornerstone of the Vichitra brand, where strength is not just an attribute, but the very foundation.
Equally profound is Vivek’s connection to the moon, which has long been a source of personal inspiration. The moon’s cyclical nature—its phases of growth, decay, and rebirth—embodies a constant, silent strength. Its perennial presence serves as a reminder of enduring power, especially in the face of adversity. For Vivek, the moon is a symbol of transformation, resilience, and the quiet fortitude needed to navigate life’s challenges.
It is this harmonious blend of strength and transformation—the unwavering stability of the arch and the quiet, evolving power of the moon—that defines Vichitra. The brand stands as a reflection of these powerful metaphors, offering a timeless symbol of strength, resilience, and the continual process of growth and renewal.

And the second collection

Collection Padm: Celebrating Strength in Femininity
The Padm collection is a tribute to the quiet yet unyielding strength that lies within femininity. Traditionally, flowers are seen as symbols of delicacy and grace, often associated with femininity. However, beneath their fragile appearance lies an incredible resilience—flowers endure storms, harsh weather, and countless challenges, yet they continue to bloom, releasing their captivating fragrance and beauty into the world. This unique combination of fragility and strength mirrors the essence of women—able to face life’s adversities with grace while emanating an undeniable power.
In Padm, each piece is designed to embody this duality. The delicate, intricate craftsmanship reflects the beauty and softness of flowers, while the strong, enduring materials symbolise the inner fortitude that allows them to flourish despite the harshest of conditions. The collection is not only a celebration of feminine beauty but also a reminder of the strength and resilience that define true femininity.
Through Padm, we honer the quiet power of women—who, like flowers, stand tall through life’s storms and continue to inspire with their grace, beauty, and unbreakable spirit.

We’d really appreciate if you could talk to us about how you figured out the manufacturing process.

When it came to the jewelry world, I saw two main paths I could take: one as an artist or one as a business owner. I decided to leverage my business background and create a jewelry brand, running it with a strong business mindset. Having spent several years working closely in my father’s firm, I understood how crucial it is to get work done by the right people — the trusted sources, skilled craftsmen, and artisans who have been in the industry for decades. Through my experience, I also gained a deeper understanding of sustainability and the importance of slowing down in an industry that is so closely tied to fashion. This realization led me to embrace a more traditional craftsmanship approach for my jewelry.

I traveled and found local Indian craftsmen who have been working in the industry for years. Today, all the jewelry at Vichitra is handmade by specialized artisans, helping to give back to the community. In a time when manufacturing jewelry or any product quickly and cheaply has become the norm, I believe there’s nothing that can replace the power of human hands and effort. The joy of hand-sourcing materials from various vendors, getting silver from one, gemstones from another, and then assembling it all together is something I cherish deeply. The process of guiding the craftsmen with images, 3D models, and sketches to create a beautiful piece is the most rewarding part of what I do.

One of the most important lessons I’ve learned over the past six months is the value of having a raw material inventory ready at all times. This ensures that I can always meet customer expectations and produce flawless pieces on time. It also allows me to plan ahead, so I’m never caught off guard by a shortage or delay. Having the materials ready means that I can focus on the creative process, knowing the production side is under control.

The inventory management also allows me to stay flexible and consistent in the long run. I’ve realized that in the jewelry business, you can never be too prepared — quality products depend on proper planning and timely execution. And as much as I enjoy the creative process of designing and working with the artisans, I also love the organizational side of things, where being ahead of the game in terms of materials and planning helps everything run smoothly.

Through all of this, I’ve discovered that it’s not just about the final product — it’s about the journey. From sourcing each component, to collaborating with artisans, to the careful planning that ensures quality and consistency, every step is integral. At Vichitra, we believe in taking our time, doing things by hand, and honoring the human effort that goes into each and every piece. This process is what makes our jewelry not just special, but meaningful.

Any insights you can share with us about how you built up your social media presence?

Building an audience on social media, especially in a competitive and fast-paced industry like jewelry, requires a unique approach — one that is both authentic and personal. For me, the key to making an impact on social media was staying true to the essence of my brand and being actively involved in every aspect of the process. Whether it’s the photoshoots, sourcing materials, selecting garments, choosing models, or even working with makeup artists, I believe every detail matters when it comes to crafting a story that resonates with your audience. Being Original and Personal

The concept of originality is not just about offering something different, but about offering something true to yourself. In a world saturated with content, authenticity is what makes a brand stand out. Social media today isn’t just about promoting products; it’s about telling a story, and the story has to be personal. My involvement in each step — from conceptualizing the mood boards to coordinating with photographers, models, and makeup artists — ensures that the visuals, the tone, and the overall narrative align with the heart of Vichitra. This attention to detail is what allows my brand to come through clearly and authentically to our followers. If you’re authentic in what you’re presenting and involved in every step, your audience can sense that energy and passion, which builds trust and loyalty.

For example, when planning a photoshoot, I don’t just hand off a concept to a photographer and stylist. I work alongside them, offering my ideas and creative direction, and also listening to their expertise. Whether it’s guiding the model’s expressions, or ensuring the lighting and setting match the vibe I’m going for, I believe this hands-on approach ensures the final result is something I’m proud to showcase. Social media followers can feel this personal touch, which in turn creates a stronger connection with the brand. It’s more than just selling a product; it’s about sharing a piece of yourself, your vision, and the process behind what you’re offering.
The Importance of Creative Direction and Vision

Being a creative director for all aspects of my brand — from photoshoots to events to social media — has been crucial. It’s not enough to just be part of the creative process; I’ve found that it’s essential to bring your vision to life by making sure every detail aligns with that larger picture. When working with photographers, stylists, and models, I make sure that they fully understand the vision I want to convey. This can include everything from the mood of the photoshoot to the emotion I want the audience to feel when they see the final image. For example, if we’re shooting a collection inspired by heritage craftsmanship, the models, makeup, and styling should all reflect the timeless, traditional feel of the jewelry. This cohesion across every aspect of the shoot ensures that the end result isn’t just a pretty picture, but a visual representation of the brand’s ethos.

Social media is like a living, breathing extension of your brand, and if you don’t align the visuals with your vision, it can confuse or dilute the message you’re trying to send. By overseeing the shoots, the choice of garments, and even working with the makeup artists to achieve the exact look and feel, I ensure that the final product truly embodies the essence of Vichitra — a balance of modern business acumen with traditional craftsmanship. Everything you post needs to reinforce the values and identity of your brand.
The Power of Saying “No” and Being Confident in Your Vision

One piece of advice I would give to anyone starting a brand or growing their social media presence is to make it personal and stay true to your vision. Don’t be afraid to say “no” when something doesn’t align with your brand’s message. It’s easy to get caught up in trends or external pressures, especially when collaborating with other people, but I’ve learned that the best way to maintain authenticity is by sticking to what you believe in. If something doesn’t feel right or doesn’t match your vision — whether it’s a model, a photo angle, or even a collaborator — don’t hesitate to speak up and ask for more. Your voice and vision are what make your brand unique.

A lot of people tend to be hesitant or overly agreeable, especially when they want to please everyone, but over time, I’ve realized the importance of being assertive. Involving yourself at every step of the process and expressing your ideas clearly ensures that everyone is on the same page, and that your vision is accurately executed. It’s not about being controlling; it’s about being confident in what you want to achieve and guiding others to help bring that to life. If you have a clear idea of what you want, and you’re actively involved, it ensures the final product is something that truly reflects who you are and what you stand for.
Consistency and Storytelling Across Platforms

Social media today is not just about posting pretty pictures — it’s about telling a consistent, compelling story. This consistency is key in building an engaged, loyal audience. Everything from the photoshoots to the captions, to the behind-the-scenes content, needs to speak to the same core values and vision. Telling a story on social media isn’t limited to a single post; it’s about building a narrative over time, allowing your followers to understand who you are and what your brand stands for.

For me, sharing the process — the sourcing of materials, the collaboration with artisans, and the journey from concept to creation — is just as important as the final product. This transparency builds trust with my audience and invites them into the journey, making them feel like they are a part of something meaningful. When you let people in on the process, it humanizes your brand and allows them to connect with you on a deeper level.

In conclusion, my advice to anyone looking to build a brand and a social media following is to stay true to yourself, be involved in every aspect of the process, and don’t be afraid to assert your vision. Social media is about more than just pushing products; it’s about creating a story, being authentic, and consistently delivering content that resonates with your audience. By being hands-on, clear in your vision, and involved in the entire process, you’ll ensure that your brand shines through in a way that feels genuine and impactful.

Contact Info:

• Website: http://vichitrabyvivek.com/
• Instagram: https://www.instagram.com/vichitra_by_vivek/profilecard/?igsh=OTVocWg2dDJ4czN1