Jaipur, Rajasthan (India), November 24, 2025: When society expects you to follow a predictable path, choosing creativity can feel like rebellion. For Tripti Singh, Founder & CEO of Roovi, that rebellion became her purpose.
Raised in Lucknow in a family of doctors, Tripti was expected to choose medicine or engineering like any “good student.” But while others memorized formulas, she sketched jewellery designs in the margins of her notebooks. The moment she decided to pursue fashion and accessories, the pressure began, “It’s not a real career,” they said. Yet she persisted, earning admission into the prestigious NIFT Delhi. Even then, approval from home never followed.
Tripti didn’t stop. She went on to complete her Master’s from the London College of Fashion, building a promising life and career abroad. But in 2020, the pandemic struck. Overnight, her dreams were uprooted. She lost her job, left London, and returned to India, to disappointment, judgment, and the painful silence of lost hope.
Her lowest moment, however, became the turning point.
To find herself again, Tripti moved to Jaipur, India’s capital of silver jewellery craftsmanship. She relearned everything from the ground up: jewellery design, metalwork, stone setting, manufacturing. And in the process, she discovered a glaring gap in the market: beautiful sterling silver jewellery existed, but strong design rarely did.
With only ₹2 lakhs from her savings and a vision that refused to fade, she launched Roovi in 2024, a design-led silver jewellery brand staying true to Indian roots while embracing a fresh, modern aesthetic. Pieces that feel luxurious, yet are priced for everyday women who deserve beauty without compromise.
Roovi crafts its collections exclusively in certified 925 silver, each piece hallmarked for purity and authenticity, offering unique designs across earrings, anklets, necklaces, rings, toe rings, bangles, and more.
Today, Roovi has grown to ₹1.2+ crore in current FY 25-26, fully bootstrapped, consistently profitable, and scaling through pure customer love. Built on unique designs, premium quality, and authentic craftsmanship, Roovi has become a symbol of what dedication can create.
Tripti’s story is for every young person told their dreams are “too risky.” For every creative person who chooses courage over approval.
Roovi is more than jewellery.
It is the proof that sometimes, being the black sheep means leading the herd.
