EXCLUSIVE: Founder & CEO of SAHAS – Neeta Singh talks to Aakanksha Naval-Shetye about her brand being the new language of courage and redefining jewellery as a statement of strength, culture and soul
Neeta Singh’s SAHAS is more than jewellery. It’s a symbol of Courage, Identity, and Inner Power, and a movement of celebrating self and the strength behind each unique story. Just like Neeta herself – The Soul behind SAHAS – who is not just a businesswoman, a jewellery designer, spiritual healer, and an avid biker, but also gracefully embodies and balances the deeply personal roles of mother and wife with strength and grace.
In a world where jewellery often leans toward decoration and display, Neeta Singh’s SAHAS transcends ornamentation to become a powerful language of courage, culture, and identity. Channeling her multifaceted life into every piece she creates, as a spiritual storyteller and healer with deep roots in mythology, heritage, and the unseen threads that connect us, Neeta believes that jewelry is not just to be worn — it is to be felt. Her experiences fuel a creative vision that is bold, soulful, and unapologetically authentic and reflect in her brand as well.
In fact, SAHAS, which means courage, is more than just a brand — it’s a movement. It reflects Neeta’s personal evolution as a woman, mother, artist, and entrepreneur who challenged conventions to build something meaningful. Each SAHAS creation is a piece of wearable art, imbued with ancient symbols, cultural stories, spiritual geometry, and the power of individual expression. Neeta’s work speaks to those who choose jewellery not for how it looks, but for how it resonates. Through SAHAS, Neeta encourages all to wear their stories, strength, and own their truths — to reclaim jewelry as a deeply personal and empowering form of art.
Redefining luxury, one courageous piece at a time, in this exclusive interview, Neeta opens up about the philosophy behind SAHAS, the challenges of marrying creativity with business, and how emotional resonance, spirituality, and heritage form the essence of her design process. She also speaks candidly about how her personal journey shaped SAHAS — and how SAHAS, in turn, continues to shape her. Excerpts
How do you describe SAHAS, considering each piece is a statement in itself about strength and choices?
I would describe SAHAS as jewelry with a voice. Each piece is not just an ornament — it’s a testament about strength, individuality, and choice. It’s not about trends or decoration; it’s about expressing who you are and what you stand for. Just as every scar tells a story of survival, every SAHAS piece tells a story of courage and is a declaration of strength and the choices that define you. Art you don’t just see, you feel. SAHAS redefines strength by showing that it can be bold and graceful, powerful yet poetic. Each piece carries a story, whether drawn from ancient myth, cultural heritage, or an artist’s fearless imagination. That is what makes SAHAS aspirational—it transforms jewelry into a personal emblem of strength.
The SAHAS woman is described as bold, graceful, and authentic. How does she find herself reflected in your designs, and how important is emotional resonance when a woman wears a SAHAS piece?
The SAHAS woman is already bold, graceful, and authentic, our designs simply mirror her back to herself. When she wears a SAHAS piece, it’s like wearing her inner story on the outside. Whether it’s the grace of an ancient motif, the boldness of a sculptural form, or the authenticity of a cultural symbol, she sees herself reflected in the language of design. For us, emotional resonance is everything. Jewelry is intimate — it touches both skin and heart. A woman doesn’t choose a SAHAS piece because it’s shiny; she chooses it because it speaks to her journey, her strength, her choices. Emotional resonance is the soul of SAHAS — jewelry must feel like a part of her story, not just an accessory. Jewelry that reflects the woman, not defines her. Emotional resonance is the soul of luxury.
“SAHAS is about identity, courage, and self- expression. In that sense, SAHAS becomes a movement — it’s about breaking stereotypes and reclaiming jewelry as a universal language of strength, culture, and individuality. We are not just designing pieces; we are designing a new mindset — that jewelry can be art, history, and courage all at once, for everyone.”
SAHAS has challenged traditional perceptions of femininity in the jewelry industry. Do you see it as a cultural movement?
Yes, absolutely. SAHAS is more than jewelry — it’s a cultural statement. Traditionally, jewelry has been seen through a narrow lens: feminine adornment, decoration, or symbols of wealth. We are shifting that narrative. SAHAS is about identity, courage, and self- expression.
In that sense, SAHAS becomes a movement — it’s about breaking stereotypes and reclaiming jewelry as a universal language of strength, culture, and individuality. We are not just designing pieces; we are designing a new mindset — that jewelry can be art, history, and courage all at once, for everyone. SAHAS is not about gender, it’s about identity.
How do you balance bold ethos, culture, and spirituality in your designs?
At SAHAS, design is always a dialogue between strength and soul. The bold ethos comes through in form — sculptural silhouettes, unexpected materials, daring expression, while culture enters through storytelling — whether it’s a Mahamrityunjaya mantra bracelet with roots in Kashmir, a Greek pillar ring, or a Georgian father-daughter pendant, every piece carries heritage. Spirituality is the invisible thread — the numerology of 108, cosmic geometry, the lotus, the Damru (celestial symbol of cosmic rhythm, creation and divine balance) — symbols that connect us to something larger than ourselves.
Balancing them is not about compromise; it’s about harmony. Boldness without culture can feel empty, and culture without spirituality can feel rigid. But when you bring them together, you create jewelry that doesn’t just decorate the body, it uplifts the spirit. Purpose is our anchor; design is our horizon.
Tell us about your journey in bringing SAHAS to the fore…
SAHAS was born out of my own journey of courage. I came from a world of healing, storytelling, and heritage, and I wanted to weave those threads into jewellery. I saw that most jewelry was either about luxury and status or about ornamentation, but very little spoke to the soul. I wanted to change that. The journey hasn’t been easy. Building SAHAS meant stepping outside conventions, convincing designers, artists and even customers to see jewellery differently, as a form of meaning, not just beauty. Today, every time I see someone wearing a SAHAS piece and saying, “This feels like me,” I know the journey has been worth it. SAHAS isn’t just my story — it’s the story of everyone who has the audacity to wear their truth. My journey is about transforming jewelry from decoration into meaning.
What’s your creative process?
Creativity always begins with a story. Sometimes it’s mythology, sometimes a cultural memory, sometimes a very personal journey. I start by asking: What truth, what courage, what legacy does this piece want to carry? From there, we translate the story into form — a symbol, a motif, a geometry. The materials follow the meaning: if the story is about infinity, we might work with interwoven loops; if it’s about cosmic balance, we might bring in moonstone, gold, or numerology like number 108 (its a cosmic number, it emerges from 12 zodiac signs and 9 planetary forces or navagrahas).
Collaboration is also key, as we work with sculptors, painters, and jewelers who each add their perspective to the design. The result is a piece that doesn’t just look beautiful — it feels alive with meaning. So the process is really a journey: from story to symbol to design to soul. That’s how every SAHAS piece is born from a truth we want to carry forward.
“The world doesn’t need more perfection, it needs your truth, your story, your courage because every story is unique and one of its kind! When you wear or create with SAHAS, you are not just shaping jewellery — you are shaping culture and through SAHAS, we celebrate women who dare, create, and lead with soul.”
Tell us about your blockchain and tree-planting initiatives.
At SAHAS, we believe true luxury is not just about what you own, but about the legacy you create. That’s why we’ve integrated two initiatives that anchor our brand in responsibility and transparency.
The first is Blockchain Certification. Every SAHAS jewel comes with a digital certificate of authenticity stored on the closed blockchain. This means it cannot be duplicated or tampered with. For our clients, it’s not just proof of value — it’s trust: their piece is unique, traceable, and eternal, just like the story it carries.
The second is our Tree-Planting Initiative. For every SAHAS piece, we plant a fruit-bearing tree for a family in need. This goes beyond carbon offsetting—these trees become sources of food and income, living legacies that continue to nourish communities. It is our way of turning beauty into lasting impact.
From designing for friends to building a global brand, what was your most defining SAHAS moment?
There have been many milestones, but for me the defining moment came with the creation of SOLIS, our signature piece. SOLIS is a pendant built around the number 39 — a cosmic number tied to cycles of time, to light, and to courage. When I first designed it for my friend’s son’s wedding, it wasn’t meant as a commercial product, but when people saw it, they didn’t just admire it, they felt it. Someone told me: “Wearing SOLIS feels like carrying my inner sun.”
That was the moment I realized SAHAS could no longer remain a private dream. It was about creating jewels that could hold a universe of meaning and allowing others to find their reflection inside that universe.
SOLIS was my true SAHAS moment, the sun that lit the path forward.
You are the creative force and a businesswoman, do these facets clash?
In the beginning, yes! There were moments when creativity and business seemed like two different worlds. The creative side wanted freedom, experimentation, and story, while the business side demanded structure, numbers, and discipline. But with experience I can say: they don’t clash — they complete each other.
Creativity gives the brand its soul, and business gives it wings. One designs the jewel, the other ensures it reaches the world. My role is to let them dance together.
How has your journey as a woman shaped SAHAS?
SAHAS reflects my journey as a woman and as a mother. I’ve lived through expectations, traditions, and the courage it takes to carve your own path and that became the soul of this brand. Motherhood taught me that strength can be both fierce and nurturing, protective, yet graceful and those dualities live in every SAHAS piece.
I also draw from the many forms of the feminine spirit — wisdom, compassion, resilience, beauty, abundance — energies that exist in all of us, beyond gender. My journey shaped SAHAS, but SAHAS also shaped me.
“Creativity gives the brand its soul, and business gives it wings. One designs the jewel, the other ensures it reaches the world. My role is to let them dance together.”
How does SAHAS celebrate men breaking labels too?
For too long, jewelry has been boxed as feminine ornament or status-driven. SAHAS challenges that.
SAHAS is for everyone who dares. It’s not about gender; it’s about identity and courage.
One message for women through SAHAS.
My message is simple: your courage is your greatest jewel. The world doesn’t need more perfection, it needs your truth, your story, your courage because every story is unique and one of its kind! When you wear or create with SAHAS, you are not just shaping jewellery — you are shaping culture and through SAHAS, we celebrate women who dare, create, and lead with soul.