Urvita Jhaveri Trivedi is the founder and creative force behind Vita Veri. She studied Communication Design at Parsons School of Design in New York City, where she developed a deep appreciation for clean, modern aesthetics. Alongside her design education, Urvita has also studied Bharatanatyam, a classical Indian dance form—an experience that grounds her in a rich cultural heritage.

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Her work is a thoughtful blend of the two worlds she knows best: the contemporary design language she honed abroad and the traditional craftsmanship that runs deep in her roots. Growing up in a family deeply connected to the fine jewellery business, Urvita brings generational knowledge, an eye for detail, and a strong respect for artisanal skill to everything she creates.

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With Vita Veri, she reimagines heirloom quality jewellery for today—pairing timeless design with sustainable innovation, including the use of ethically sourced, labgrown diamonds. Her vision is to craft meaningful, beautiful pieces that connect tradition with modern values.