Our journey began in the heart of Jammu, where narrow lanes are filled with the scent of cardamom chai and conversations that linger. It was here that our great-grandfather founded Khushal Shah Amar Nath Jewellers, a store that became a part of people’s most precious moments. For over 100 years, our store stood quietly in the city, trusted by generations who came not just for jewelry, but for blessings, love and belonging.

We grew up behind those counters, watching hands craft gold like poetry and customers walk in as family. We saw how jewelry was never just a product. It is a memory. It is an emotion.

Now, as the fourth generation, we wanted to create something of our own, something that speaks to today, while honoring everything we were raised on. That’s how Velonna was born. It’s not an extension of our family’s legacy, it’s an evolution of it. A brand built for the modern generation, yet rooted in the timeless traditions we hold close.

With our first flagship store in Noida, Velonna brings quiet elegance, thoughtful design, and a modern sensibility, all grounded in the values that made people believe in us for generations. This is our beginning, and we can’t wait to share it with you.

What makes us different

  • Ethical & elevated

    Our collections feature lab-grown CVD diamonds and premium silver, set in certified 14k and 18k gold. We offer true luxury with a conscious approach.

  • Design with purpose

    We focus on timeless, minimal, and meaningful designs that reflect individuality. Velonna pieces are created to stand apart, not blend in.

  • Curated, not mass-produced

    All pieces are made in small batches through in-house manufacturing, ensuring better quality control, uniqueness, and attention to detail.

  • Built for today’s customer

    Whether you’re walking into our store or browsing from your phone, we’re here to make your experience seamless, personal, and beautifully simple.

  • Trust at the core

    From how we source to how we serve, everything at Velonna is rooted in honesty. With transparent pricing and a thoughtful loyalty program, we’re here for the long run.