India, March 24 -- Rooted in the legacy of Sri Vasavi Thangamaaligai, a jewellery house serving customers since 1942 in Dindigul, Tamil Nadu, The Amethyst Store was born out of a deep understanding of evolving preferences and a passion for making silver jewellery both luxurious and accessible.

Growing up in a family deeply rooted in fine jewellery, siblings Srinithi, Sweatha, and Shricharran witnessed firsthand the industry's evolution from handcrafted gold ornaments to a growing demand for everyday elegance. This shift in consumer behavior sparked a question: What if heritage craftsmanship met modern design to create jewellery that's both luxurious and affordable?

But that wasn't it-the true validation came during a college project. Wh...