Carat Craft blends regional essence with global elements in its minimal yet contemporary diamond jewellery

Crafted in 10-karat and 18-karat gold using natural diamonds and a variety of precious gemstones, the brand presents exclusive jewellery designs available at the click of a button

Dubai (UAE): Carat Craft, founded by Hiral Krupesh in 2018, prides itself on its simple and elegant designs, rooted in the philosophy of ‘less is more’. Utilizing fine-quality natural diamonds and gemstones ranging from sapphire, topaz, emeralds, rubies, pearls and many more, the brand offers exclusive designs crafted in 10-karat and 18-karat gold. Their jewellery pieces include necklaces, rings, earrings and bracelets curated within all budget ranges, which are accessible online.

Operating predominantly through its e-commerce platform and store in Ibn Batuta Mall, Dubai, Carat Craft has evolved its operations to cater to a diverse clientele. Emphasizing regional roots while embracing international appeal, the brand specializes in minimal yet contemporary finely crafted diamond jewellery. Additionally, the brand offers customization and personalization services for its jewellery, both in-store and online.  

Hiral Krupesh, a third-generation jeweller, had a vision to bridge the gap between everyday wear and luxury while ensuring affordability. Her childhood experiences of visiting her father’s workshop and witnessing the intricate process of jewellery creation laid the foundation for Carat Craft in 2018.

Here are excerpts from a conversation The Retail Jeweller had with Hiral Krupesh, Creative Director and Co-Founder, Carat Craft about the road so far and her future plans for the brand:

Tell us about the journey of the brand.
Carat Craft’s story is a sincere narrative that started when I embarked on my entrepreneurial journey from the corners of my corporate desk in my previous workplace—a dream of owning my own business that once felt distant. In 2018, I was responsible for managing our family business page on the souq.com marketplace (now owned by Amazon). Engaging with sales inquiries, I acquired first-hand experience and insights into customer behaviour online. Despite being new to e-commerce, it proved to be a valuable learning journey. This experience sparked the inspiration to establish a brand focused on making fine jewellery accessible, affordable and convenient for everyone. Our first breakthrough came with a collection inspired by personal stories that resonated with our clients. The joy of seeing our creations worn in celebrations worldwide is a testament to the brand’s journey—which intertwines personal passion, finesse and a commitment to crafting timeless memories.

What are your signature collections?
Fuelled by a robust manufacturing experience, we take pride in crafting unique bespoke pieces tailored to our clients’ desires. Our in-house signature collections are not just jewellery; they are heirlooms designed for versatility. One of our most beloved collections is ‘Zenith’ which represents women’s unshakable desire for achievements and inner strength. Every item in this collection is associated with a specific birth month, ranging from the rich blues of sapphires to the vibrant reds of rubies.

How have you enhanced your brand strategies to expand its reach?
An omnichannel marketing approach has helped us reach a wider clientele geographically. Social media platforms like Instagram have helped us with insights of our customers’ likes and dislikes by further understanding their needs and current trends.

What’s next for Carat Craft?
Currently, we are working on providing the best online jewellery shopping experience in the UAE and internationally. We are looking for the right opportunity to expand our physical location presence in different parts of the UAE. As for new launches, we are currently working on our upcoming collection named ‘Enamel Vibes’. 

By Bushra Satkhed

Retail Jeweller World Exclusive