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A Dazzling New Dawn in Noida: Anubhav Jain Launches ‘Nitara Jewels’
The Business Guardian
|December 18, 2025
Blending heritage craftsmanship with contemporary sensibilities, Nitara Jewels by CJ Enterprises is set to launch its first exclusive retail store on December 21, 2025, at Wave One Mall, Noida.
The brand introduces a refined jewellery offering centred around Lab Grown Polki diamonds set in 92.5% sterling silver layered with 2 Micron Gold, crafted for the modern Indian consumer.
Founded by Anubhav Jain, a fourth-generation jeweller, Nitara Jewels is built on decades of expertise through CJ Enterprises while embracing a fresh design-forward approach. The brand reinterprets traditional Polki jewellery by pairing timeless diamonds with premium sterling silver, making luxury more versatile, affordable, and wearable for today's generation.
A Heritage-Driven Vision Growing up in a family deeply rooted in the diamond trade, Anubhav Jain brings generational knowledge to Nitara while reshaping it for contemporary tastes.
"Jewellery has always been a part of my upbringing," says Jain. "With Nitara, I wanted to create pieces that honour our heritage but fit seamlessly into modern lifestyles -- jewellery that feels both classic and current."
This story is from the December 18, 2025 edition of The Business Guardian.
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