Jayantilal Chandulal Mehta came from a tiny village called Palanpur, now known as the Diamond City. He became a site holder for the South African DeBeers Diamond Trading Corporation and set up cutting and polishing factories in Gujurat. He moved to Bombay to establish his trade throughout the world.
His daughter, Swati Shah grew up traveling the world and developed a passion for designing jewelry for her father’s rare stones. Swati decided to pursue her dreams and crafted her first collection of 40 earrings using diamonds and gemstones set in gold, all handmade. She sold them to clients in Bombay and New York to an overwhelming response.
Her son Pratik had just returned to India with a business degree from Bryant University, USA. He became an apprentice at the largest exporter of jewelry from India - Tara Jewels.
Whirring 3D Printers, state-of-the-art machines employing the ancient technique of lost-wax casting, triple axis machines forging 3D drawings of jewelry into life, lay alongside third generation craftsmen from all over India. Pratik was part of the product development team, where he learned everything he could about crafting high quality jewelry.
In 2006 he set up a catalog jewelry retail business and launched it successfully in 4 cities across India.
Swati with her son Pratik collaborated with Italian high jewelry brands- Stefan Hafner and Roberta Porrati; Gold and enamel jewelry from La Nouvelle Bague; a brand created by an architect jeweler called IoSi; Calgaro - an Italian goldsmith specialising in chains and mesh gold; and Rosato - a brand specialising in bejewelled charms with innovative enamelling.
Swati & Pratik founded Estaa.
Estaa partners with LesMusesBM and retails the collection at the Barbier Mueller Museum, Geneva, Switzerland.
Estaa launches on 1stdibs.com
Estaa partners with Parisian Gallery Karry Berreby, ETHOS of London, and LeMill India. Estaa creates the UNITY collection to provide relief to craftsmen affected by the COVID Pandemic. 42000 meals were provided for the craftspeople.
Estaa dedicates its first Recycled Aluminium Collection NEEL to the Sea Change Project, South Africa.