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Sangeeta Boochra is an eponymous fashion label [1] [2] founded in 1994, named after Indian jewelry designer Sangeeta Biochar. [3] [4] [5] The label is known for its traditional and tribal designer jewelry collections. [6]
In 1897, Seth Kistoor Chand Boochra at Jaipur, India started "Bullion Trading Company," primarily dealing with the trading and conventional trade of silver. Seth Kistoor served as the organization's president for four decades and was known as 'The Silver King of India.' [7] In 1960, his son Seth Lalit Kumar Boochra converted the bullion trading business into a jewelry manufacturing unit. In 1994, Sangeeta Boochra joined her father-in-law's business and created the label Sangeeta Boochra. [8]
Sangeeta was born in Sujangarh and later moved to Guwahati with her family. She married Sudeep Boochra, [9] who is a gem exporter and presently the director of Bullion association limited. [10] [11] Since 2016, She is working as the managing director of both Silverr Centre and her eponymous fashion brand Sangeeta Boochra. Currently, her son Abhineet Boochra [12] [13] [14] serves as one of the directors and the spokesperson of the brand. The label presently has 45 stores across India, with three manufacturing units and design studios. [15]
The jewelry of Sangeeta Boochra are found to be worn and endorsed by several Hollywood [3] [16] [17] and Bollywood actresses [18] [19] and celebrities. [20] [21] [22] [23] [24] The jewelry label made appearances in Bollywood movies like Luka Chuppi, [25] [26] Veere Di Wedding, [27] The Zoya Factor etc. [28] The label first appeared at Lakme Fashion Week in 2011. [29] [30] [31]
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