In a landscape crowded with gold and diamond jewellery, House of Aadyaa has quietly etched out a distinct niche one where 92.5 sterling silver assumes pride of place, and tradition dances with modernity. Spearheaded by the visionary entrepreneur Sayalee Marathe, Aadyaa has grown from a humble endeavour into a respected name in Indian jewellery, celebrated for its versatility, cultural resonance, and commitment to craftsmanship.
The Spark: Why Silver?
Sayalee’s fascination with silver was not accidental. She saw in it an untapped potential: a metal that is durable, elegant, and more importantly expressive. Unlike gold, which often carries entrenched expectations, silver offered her a freer canvas to experiment, innovate and challenge convention. Over time, she has steadfastly championed silver jewellery not just as a “lesser alternative,” but as a precious medium in its own right.
Her mission was clear: to make silver attainable, versatile and aspirational. Today, House of Aadyaa stands as a testament to that belief.
Rooted in Tradition, Branching into Diversity
A signature strength of Aadyaa lies in its ability to draw from the deep well of India’s jewellery traditions tribal motifs, temple jewellery, regional forms and reinterpret them for today’s wearer. Whether through intricate Kudi collections, Nath motifs, or thematic lines drawing upon folk and regional aesthetics, the brand keeps one foot in heritage while stepping into contemporary sensibilities.
Yet Aadyaa does not remain insular. Over time, Sayalee and her team have travelled (figuratively and literally) across India’s cultural geographies from the jewellery of Karnataka to the filigree heritage of Odisha, from Rajasthani tribal designs to the delicate nuances of temple jewellery in South India extracting inspiration and weaving them into silver forms. In doing so, Aadyaa becomes not just a brand but a curator of India’s collective jewellery memory.
This willingness to explore and experiment has allowed Aadyaa to keep evolving. One can find in their catalogue both bold, ornate pieces and minimalist, everyday designs all under the umbrella of 92.5 silver.
The Entrepreneur: Vision, Grit and Goals
Behind the brand’s growth is Sayalee Marathe an entrepreneur who refused to see silver as secondary. Her early days must have involved convincing artisans, suppliers, and customers alike of silver’s worth. But instead of chasing the “fixed mindsets” of the industry, she leaned into education: showcasing how silver jewellery could be stylish, durable, and wearable across contexts.
Over the years, she has also brought in a strong sense of identity: a brand voice that speaks of authenticity, elegance, and inclusivity.
More than just a designer or business owner, Sayalee presents herself as a storyteller: every collection has a theme, a cultural reference, a narrative. She ensures that customers feel invested, not just in ‘a piece of jewellery,’ but in the ethos behind it.
From Boutique to Household Name
Over time, House of Aadyaa has grown beyond niche appeal into a more familiar brand in many Indian households. How? Through consistent quality (using 92.5 silver), thoughtful marketing, reliable after-sales, and a diversified line of jewellery categories (earrings, rings, nose pins, mangalsutras and more). Their online presence, and their multiple curated collections (Heritage & Revival, Contemporary, Nature, etc.) reveals a desire to cater to multiple tastes. House of Aadyaa
Importantly, the brand doesn’t shy away from experimentation. Their “Bling Edit” line speaks of expansion into fashion jewellery, bridging the gap between pure silver and trend-driven designs. This flexibility helps Aadyaa reach younger audiences without compromising on its roots. House of Aadyaa
Through these strategies, the brand has grown in recognition, drawing both loyal repeat customers and curious newcomers.
Challenges and the Road Ahead
No success story is without its challenges. In an industry dominated by gold, convincing consumers to choose silver especially for bridal or heavy jewellery segments demands persistent education. Further, balancing multiple collections (heritage, tribal, minimalist, fashion) can risk dilution of brand identity if not managed carefully.
Yet these are opportunities as much as constraints. The growing interest in sustainable, affordable jewellery plays to Aadyaa’s advantage. Silver, being more accessible, also allows for creative experimentation and faster cycles of new designs.
Looking ahead, scaling artisan networks, ensuring supply chain transparency, and exploring international markets could be natural next steps. For Sayalee, the real test will be retaining the brand’s soul even as it expands.
House of Aadyaa’s journey is more than a business narrative; it’s a reimagining of how we value metals, design, and tradition. Through the vision of Sayalee Marathe, silver steps out of gold’s shadow and claims its own spotlight not as compromise, but as choice. In doing so, the brand invites us to rethink jewellery: not just as ornament, but as identity, story, and a statement.