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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 commerce of silver. Seth Kistoor served as the president of the organization for four decades and he was known as 'The Silver King of India'. [7] During 1960, his son Seth Lalit Kumar Boochra converted the bullion trading business into a jewelers manufacturing unit. In 1994, Sangeeta Boochra joined her father in law's business and created the label Sangeeta Boochra. [8]
Sangeeta was born at Sujangarh, from where later she shifted with her family to Guwahati. She married Sudeep Boochra, [9] who is a gem exporter and presently the director of Bullion association limited. [10] [11] From 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 spoke person of the brand. The label presently has 45 stores pan India with three manufacturing units and design studios. [15]
The jewelries 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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