ISTAA was born from a simple yet powerful belief: luxury should be expressive, inclusive, and crafted with meaning. In a world where jewellery often remains bound by convention, we set out to redefine it — by elevating silver into a new realm of value and creating demi-fine jewellery that honours both heritage and modernity.

The name ISTAA is inspired by the Sanskrit word “Isht,” which refers to one’s Isht Dev — a personal guiding force, a source of inner strength and identity. Just as an Isht Dev represents a deeply personal connection, ISTAA was envisioned as jewellery that empowers individuals to express who they truly are — with purpose, confidence, and authenticity.

Born in India, ISTAA carries forward a legacy where artistry is not merely learned, but inherited. Every piece is meticulously handcrafted by master artisans using 925 sterling silver, natural diamonds, and 18k gold — materials chosen not only for their beauty, but for their integrity and longevity. Proudly, ISTAA stands as India’s first demi-fine jewellery brand, blending fine craftsmanship with accessible luxury and redefining silver as a symbol of prestige.

But ISTAA is more than what we create — it is what we stand for.

We believe jewellery has no gender. It belongs to anyone who chooses to express themselves boldly, softly, or anywhere in between. Our designs celebrate individuality, equality, and diversity, allowing every piece to become a reflection of personal identity rather than tradition alone.

As silver rises in value, relevance, and cultural significance, ISTAA leads with intention — transforming it into a symbol of luxury, confidence, and contemporary Indian expression.

From India to the world,

ISTAA — where style meets soul