JSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.
One to Watch: Ayva Jewelry
It was her great-grandfather’s “labor of love” that inspired Priyanka Kedia’s Heritage collection, which she’ll be showcasing alongside new pieces as a Rising Star at JCK Las Vegas.

New York--It was her great-grandfather’s “labor of love” that inspired Priyanka Kedia’s Heritage collection, which showcases diamonds, amethysts, tourmaline and other gemstones set in 18-karat gold.
This summer, her labor will begin to pay off when she gets the chance to exhibit at JCK Las Vegas as one of the show’s Rising Stars.
Kedia and her fledging fine jewelry brand, Ayva Jewelry, are the subject of National Jeweler’s “One to Watch” feature this month, which introduces jewelers to up-and-coming designers who are looking to expand their reach.
This is the third installment in the series; the first one featured Bario Neal followed by Judi Powers.
Below, Kedia answers questions retailers need to know about her fine jewelry.
National Jeweler: What was the inspiration for your collection?
Priyanka Kedia: The inspiration for my collection came from an heirloom that has been in my family for almost a century. It is a necklace that my great-grandfather commissioned for my great-grandmother. Back in those days in a small town in India, gemstones were not readily available, so my great-grandfather had to wait for months to find matching gemstones and collect enough to make a necklace. I always loved this story, which showed the love, commitment and dedication he had for my great-grandmother. I call it his labor of love, and I wanted my initial collection to be a representation of that.
NJ: Where is your jewelry made?
PK: My jewelry is made in India and Thailand. I have two different facilities to take advantage of the manufacturing strengths in both locations. And in the interest of transparency, we regularly visit the factories to ensure good and comfortable working conditions for the workers, and I will also be posting pictures of them on my website.
NJ: What should retailers focus on, or what story should they tell, when showing your line to customers?
PK: I grew up in a culture where jewelry is a huge part of a girl’s life and her entire life’s story can be told through her jewels. So I design my jewelry not as an adornment but as a symbol of love, commitment and celebration, a celebration of all moments big and small. I want my jewelry to be able to help people tell stories not only of their major milestones, but also of all those micro-moments that can be easily forgotten.
I also design pieces
NJ: How much inventory must a retailer invest in to carry your brand?
PK: The minimum buy-in is $5,000 because I want retailers to carry a mix of pieces, entry-level items to one-of-a-kinds, to accurately share my story of celebration with customers.
NJ: What retailers are currently carrying your line?
PK: None yet, but I am currently in talks with four retailers (who will) begin to carry my line over the next couple of months.
NJ: What are your plans for upcoming collections?
PK: I am currently working on new pieces to unveil at JCK Las Vegas, where I will be exhibiting as a Rising Star. Rose-cut diamond is one element of my spring offerings. I ultimately plan to unveil just two collections a year to ensure adequate time is spent on production so that quality and finishing aren’t compromised.
NJ: Complete this sentence: “People would be surprised to learn that I …”
PK: I originally wanted to be an archeologist. All I wanted during my childhood was to become an adult so that I could move to Egypt and uncover hidden treasures. I ended up being an accountant, but that’s another story!
Retailers interested in contacting Priyanka Kedia at Ayva Jewelry can do so by emailing her at info@ayvajewelry.com.
The Latest

From Lau’s “Love of a Kind” series, the engagement ring was inspired by the moon and holds a different meaning depending on how it is worn.

The lab has adjusted the scale it uses for nacre grading.

Gain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.

Sponsored by GCAL by Sarine


David Walton will serve three years’ probation after an incident in a hotel bar led to the death of West Virginia jeweler David Ettinger.

The retailer also provided an update on how the tariffs situation in the U.S. is affecting its business.

Supplier Spotlight Sponsored by GIA

The family-owned jeweler in Great Falls, Virginia, will be celebrating its golden jubilee with a year’s worth of events.

The nonprofit elected five judges who will decide the winners of its design competition.

This year’s edition includes articles on the favorite tools of notable designers, evaluating when to outsource production, and more.

The jeweler’s high jewelry collection features extraordinary gemstones, like a 241.06-carat emerald and the world’s fourth-largest spinel.

In a special column for the State of the Majors, Edahn Golan breaks down what the top-performing fine jewelry sellers are doing right.

The bolo tie necklace is inspired by “Queen Bey” and set with a nearly 15-carat black diamond.

The nonprofit focused on mining communities in East Africa has added three new members to its advisory council.

Current Diamond Council of America President and CEO Terry Chandler is set to retire in January 2026.

The company's Series A shares will continue to trade following a reverse stock split while its Series B shares will be delisted.

Communicating clearly with your staff is key to navigating turbulent times, writes columnist Peter Smith.

The “Inner Journey” collection debuted as the brand celebrated its 25th anniversary, with designs inspired by Morais’ journey.

Tanishq is expanding its presence in the United States with a new store in Santa Clara, California, which is its largest in the country.

Sales for Richemont’s four jewelry brands increased 8 percent, while watch sales picked up toward the end of the year.

Two scholarships are available, one for new and non-members and another for NAJA certified members.

The retailer’s new flagship is set to open in October at the Tuscan Village development in Salem, New Hampshire.

Sapphires, emeralds, and rubies are finding their place in a U.S. market captivated by the gemstones once referred to as “semi-precious.”

Plus, parent company Saks Global announces plans to cut ties with up to 600 vendors.

Peter Smith joined Michelle Graff to chat about the state of brick-and-mortar stores and share a few book and podcast recommendations.

The necklace features a candy-colored Australian white opal in 18-karat Fairmined gold, as the brand was named a Fairmined ambassador.