Prernaa Makhariaa: I Became India’s First Jewellery Influencer When the Term Didn’t Even Exist (Jewellery Influencer, 279K Followers)

Prernaa Makhariaa Interview

 "For me, that’s what defines my role—being that one person who can make jewellery shopping effortless, meaningful, and truly couture."

Q. You've had a unique journey, starting with a background in animation and commerce. What sparked your transition into the jewellery world, and how did these experiences shape your approach as India's first jewellery influencer?

Interestingly, I originally wanted to pursue a career in character animation. But back in 2000, the opportunities in India were limited, and as the only child in a close-knit Marwadi family, I wasn’t keen on moving abroad. 

That’s when I turned inward and realised jewellery was a part of me—it was deeply rooted in my culture and upbringing. It felt like a natural calling.

I pursued formal education in jewellery alongside my Bachelor’s in Commerce—studying everything from jewellery design, pearl grading, and diamond grading to gemology and manufacturing, through GIA and GII. 

After that, I launched my own jewellery brand and also worked with a multinational for five years, where I led product development and merchandising for a retail chain with 50 stores.

Then in 2015, during a sabbatical, I had this moment of clarity. The blogging wave had just started gaining momentum in India, and I noticed there was no one representing the gems and jewellery space in that format. 

That gap spoke to me. I pivoted into digital content, blending my knowledge, experience, and love for jewellery—what started as a passion became a profession. 

That’s how I became India’s first jewellery influencer, at a time when the term didn’t even exist in our industry.

Q. You've introduced gender-neutral jewellery inspired by historical figures. How do you see this trend evolving in today's fashion landscape?

Gender-neutral jewellery has always been in fashion—it’s not a trend it's a legacy. 

Especially in India, if you look back historically, our Maharajas wore jewellery just as opulently as the Maharanis—sometimes even more. Ornate pieces, gemstones, layered jewels… it was a strong part of their identity and status.

However, there was a phase in modern India where men started shying away from jewellery, possibly due to shifting societal perceptions. But in the last five years, we’ve seen a strong comeback. 

Thanks to celebrities, sportspersons, and fashion icons embracing and endorsing jewellery openly, it has re-entered the fashion landscape with full force.

Today, the lines between what’s ‘for him’ or ‘for her’ are beautifully blurring.

Gender-neutral jewellery is once again being celebrated, and I believe India is not just catching up—but reclaiming its original legacy of inclusive adornment.

Today’s generation values self-expression, not labels.

Gender-fluid jewellery embraces freedom, versatility, and individuality.

I see this becoming a dominant category, with more brands embracing inclusive design.

Q. With over two decades in the gem and jewellery industry, how has your role as a personal jewellery shopper evolved, and what do clients typically seek from your expertise?

Personal jewellery shopping is such a joyful process—but it’s also incredibly layered and nuanced. 

Every trousseau I curate is deeply personal, which means I really need to understand my client—their personality, preferences, lifestyle, and of course, their budget. It’s never just about buying jewellery; it’s about telling their story through rare, bespoke pieces.

A large part of my clientele are NRIs—brides and families living abroad who are preparing for weddings in India. They can’t keep flying back and forth, and that’s where I come in. 

As a personal jewellery shopper, I become their trusted bridge—curating, sourcing, and customising jewellery that not only fits their vision but also ensures value, quality, and emotional resonance.

Today, people don’t just want jewellery—they want an experience. They want someone who can understand their emotion behind each piece, someone who can take that pressure off and bring their dream collection to life. 

That’s where trust and transparency are everything. And for me, that’s what defines my role—being that one person who can make jewellery shopping effortless, meaningful, and truly couture.

Initially, it was about sourcing rare and bespoke pieces for select clients.

Now, clients seek a complete experience — from curation to styling to emotional connection.

My role includes educating them about investment, heritage, and authenticity. Trust and transparency have become the most valued parts of the service.

Q. Having explored mines in countries like Kenya, Myanmar, and Sri Lanka, how have these experiences influenced your perspective on jewellery sourcing and design?

Travelling to gemstone and diamond mines across countries like Sri Lanka, Myanmar, Kenya, Brazil, and South Africa has been nothing short of overwhelming. 

Each country uses distinct technologies and methods in their mining practices, and experiencing that diversity firsthand has been incredibly enriching.

It’s one thing to admire a polished gemstone, but it’s an entirely different experience to witness where it all begins—from deep within the earth. 

Being at the source gave me a profound respect for the people behind this process, the miners and artisans who work tirelessly, often in tough conditions, to bring us these natural treasures.

We often forget, sitting so far away, the magnitude of what goes into extracting, cutting, and polishing these stones. 

Visiting these mines was a powerful reminder of the journey each gem makes—from raw, rugged beginnings to refined beauty—and I feel truly fortunate to have witnessed that journey up close.

I also became much more conscious about ethical sourcing and sustainability. These experiences left a lasting impression on me—not just emotionally, but in how I choose to work today.

They’ve shaped my values and are reflected in the kind of brands and collaborations I associate with. 

The people I work with understand that I’m deeply mindful about responsible practices, respectful of Mother Nature, and incredibly grateful to the strong, often unseen, forces behind these mines—the communities and individuals who make it all possible.

For me, it’s not just about beautiful jewellery anymore—it’s about purpose, people, and planet.

Q. If you could design a piece of jewellery for any historical or fictional figure, who would it be for-and what would it look like?

Oh wow—if I ever had the honour of designing a piece of jewellery for a historical or fictional figure, it would definitely be for someone from royalty. 

The late Maharani Gayatri Devi of India comes to mind instantly—she was grace and power personified. Or perhaps the Maharaja of Patiala or the Nizam of Hyderabad—icons of opulence and heritage.

I’m a huge admirer of India’s royal history, especially when it comes to jewellery. 

But my fascination doesn’t stop at India—the jewellery of royal families across the globe deeply inspires me. There’s something so captivating about antique pieces. They carry stories, emotions, and a level of craftsmanship that’s incredibly rare today.

The enamel work, the intricate detailing, the hand-cut gemstones. There was a kind of magic in the way pieces were made back then. 

That artistry, that soul, is what I truly admire and try to infuse in my work today. So yes, if I ever got the chance, I’d love to design for a royal—past or present—because their legacy lives on through jewellery that tells a story.

Bio

Prernaa Makhariaa is India’s first jewellery influencer, with over 18 years of experience in the gems and jewellery industry. 

A certified gemologist, designer, and stylist, she has worked across international and domestic markets, curating everything from high-end custom pieces to complete bridal trousseaus. 

Founder of the acclaimed blog Style Prer and creative head of a one-of-its-kind pet jewellery line, Prernaa blends deep industry knowledge with digital storytelling. Her journey—from studying animation and commerce to becoming a trusted personal jewellery shopper and award-winning consultant—reflects a passion rooted in heritage, innovation, and purpose. 

A GIA alumna, guest lecturer, and active member of WJA India, she continues to champion responsible sourcing and inclusive design, redefining how India sees and wears jewellery.

Follow Prernaa on Instagram

Interviewed By Irene Elina Eldhose