Our Story

Aaroh comes from a beautiful Indian word meaning “ascending” or “rising.” It symbolises  growth, progress, and reaching new heights—exactly what we want our jewellery to inspire. It’s also a musical term that describes notes climbing upward, which felt like the perfect metaphor for a brand built on creativity, culture, and constant evolution.

Aaroh was founded by Aakshi Ajmani after she moved to the UK following several years in the fashion industry. While exploring jewellery stores—online and offline—she noticed a clear gap. Gemstone jewellery was either cheap and poor quality, or beautiful but priced like fine jewellery. Designs swung between extremely delicate or overly chunky fast‑fashion pieces. The elegant middle ground simply didn’t exist.

So Aaroh was born to bridge that gap.

Inspired by India’s rich colours, craftsmanship, and artistry, Aakshi set out to bring affordable, handcrafted, semi‑precious jewellery to the UK and Europe. Pieces that feel luxurious without the luxury price tag. Designs that work for both minimalists and statement lovers, made to be worn alone or layered effortlessly.

Every item is personally selected and thoughtfully crafted, featuring genuine semi‑precious stones such as amethyst, carnelian, citrine, amazonite, pearls, moonstone, abalone, and more. Our jewellery is hypoallergenic, water‑resistant, tarnish‑resistant, and finished with thick 18k gold or 925 silver plating—so your favourites stay beautiful for longer.

We believe jewellery should feel special, accessible, and long‑lasting. And if something isn’t quite right, we offer 30‑day returns for complete peace of mind.

Have a question or want to say hello? Drop us an email—we reply within one business day, usually even sooner.