Tech meets tradition at Jaipur's Gem Palace

It’s time for heritage to meet technology, not merely to conquer the world, but to be part of the world of emotions. This seems to be the mantra for Gem Palace, a globally well-known luxury jewellery brand based in Jaipur, India. Over the years, since 1852 to be precise, the brand has been catering to the needs and aspirations of many around the world who looked at jewellery not just as a piece of expensive metal, but as that of a work of art. “Well, let’s just say we’re not sitting still polishing old stones, even though our stones are pretty legendary. This year at Gem Palace, we’re focusing on bridging heritage with the now,” says Gem Palace partner Samir Kasliwal. “That means a much stronger online presence: we’re finally stepping fully into the digital age… Instagram, global e-commerce, editorial collaborations… but all done our way, meaning with craftsmanship, colour, and that slightly chaotic Rajasthani elegance that our overseas collectors love. We’ve also been producing campaigns entirely in Jaipur — not just as a backdrop, but as a character in the story.”

The idea behind this move is to show what goes behind the scenes along with what’s on offer at the shelves. “We want the world to see not just the jewels, but the hands that make them, the pink city walls that inspires my work, and the 10 a.m. Gem Palace espresso that fuels me,” says Kasliwal. “Another big focus is nurturing our long-standing relationships abroad — those niche boutiques and galleries in Paris, Tokyo, Milan, and L.A. and New York that have believed in our one-of-a-kind pieces for decades. We’re creating small capsule collections with them again, pieces that feel like secret postcards from Jaipur.”

And of course, the brand will keep working closely with Indian stylists and creatives, especially the new generation of Indian artists, actors, and icons, who choose to wear the brand “not as a status symbol, but as a personal talisman,” as Kasliwal says.

Gem Palace was started in 1852 and the brand consciously made its moves towards establishing itself as more of a ‘work of art’ than just a piece of jewellery. For the same reason, renowned personalities from the world over have flocked to Jaipur to possess some of their most sought after jewellery pieces. So, how has been the journey so far? “Honestly, it’s hard to pick. It’s like asking an old haveli which crack in the wall holds its favourite memory,” says Kasliwal. “Since 1852, Gem Palace has had this slightly surreal habit of attracting everyone from maharajas to movie stars, from diplomats to dreamers. Our famous and much cherished Guestbook, which by now is less of a book and more of a sacred pile of paper held together by history and stubbornness, reads like a mix of Hollywood, royalty and eccentric people from all over the globe.”

And that Guest Book bears the signatures of such names as Jacqueline Kennedy Onasis, Prince (King) Charles, Princess Diana, Richard Gere, Susan Sarandon, Oprah Winfrey, Gweneth Paltrow, to mention a few. “We’ve had legends walk through our doors. Some left with diamonds, others with emeralds, a few just with stories and a cup of tea,” says Kasliwal. “There’s something magical that happens when people come in. They slow down. The noise of the world stays outside. And in that quiet, people start to share. Some of the most unforgettable encounters have come not from celebrities, but from travellers who stumbled in without knowing what Gem Palace was, and left with tears in their eyes and something beautiful in their pockets. 

Kasliwal says dressing iconic figures like Jacqueline Kennedy, Princess Diana, Mick Jagger, and more recently some of the boldest names in Bollywood and fashion worldwide and those moments have made history. “But the real legacy is emotional. It lives in the joy people feel when they wear something created here. And if I can be honest, it’s also been a lot of fun. I’ve genuinely had the best time being part of those moments, fittings, conversations. There’s glamour, yes, but also a lot of laughter,” he says.

In the global scenario, where such brands as Tiffany, Van Cleef & Arpels, Boucheron, Chopard, Damiani, Buccellati, Asprey, Garrard, etc, what does it take for an Indian brand like Gem Palace to conquer the global market? “To be honest, I don’t think in terms of conquering. We’re not here to compete or to shout louder. We’re here to offer a voice: distinct, rooted, and open to the world. I see Gem Palace as part of a conversation among creators. And what a beautiful conversation it is,” he says. “I have huge respect for these maisons. In fact, over the years, many of them have visited us in Jaipur, and I’ve always felt that mutual admiration flows both ways. We don’t see each other as rivals, but as different interpretations of a shared passion for craftsmanship, stones, and storytelling.”

According to Samir Kasliwal, a real collector never commits to just one voice. “They’re drawn to variety, to evolution, to contrast. You’ll find a Buccellati next to a Gem Palace, a Van Cleef next to a tribal Indian necklace from the 19th century. That’s the beauty of it. Real style lives in how you mix, not in how you match. So I don’t feel the pressure to become the next global giant. What matters more to me is that when someone is building their personal collection, something from Gem Palace feels essential. Not because it’s famous, but because it’s a piece of art with the soul of Jaipur. And the global market? It’s not a battlefield. It’s a stage. And we’re here to play our part, with pride, colour, and a bit of Rajasthani and Italian flair.”

For the moment the brand focus is on deepening its presence online in order to make it accessible to the global audience. “We want people around the world to be able to explore Gem Palace, not just through a website, but through stories, images, and experiences that reflect who we are. The digital space gives us the freedom to be global while staying true to our Jaipur roots,” he says. “That said, we are actively exploring the idea of curated temporary experiences. I love the concept of temporary spaces that bring a little piece of the Pink City to Paris, New York, London. They allow for spontaneity, collaboration, and a kind of cultural exchange that feels more personal than just opening another boutique. We are also considering a more permanent presence in the Middle East. There is a natural affinity there, a shared love for craftsmanship, detail, and the emotional connection to jewellery. But everything we do abroad has to support, not distract from, our solid base in India,” he says. “India is home. Jaipur is the heart of everything. Any expansion has to respect that rhythm. We are not in a race to open doors everywhere. We would rather open the right ones, at the right time, with the right energy.”

“In today’s globalised world, it’s hard to think in terms of just one “largest market.” Over the years, I truly believe people from every corner of the globe have walked into Gem Palace. From Europe to the Americas, from the Middle East to East Asia … all kinds of nationalities, all kinds of stories,” he says. “For me, it feels a bit too small to pin everything on one single market. What really excites me is connecting with collectors from all over the world. Those who understand and appreciate the heritage, the craftsmanship, and the stories behind each piece. That said, India will always be our heart and home. It’s a fantastic market, bursting with potential, evolving rapidly yet still deeply connected to tradition. We want to be solid here, not just as a business but as custodians of nearly two centuries of prestige. So, I see our future as a beautiful blend, a strong foundation in India combined with an open door to collectors worldwide who want to carry a piece of Jaipur’s soul with them.”

Advanced markets look at the aesthetics. Some market look at the weight of the metal along with the designs. Since Gem Palace brand is highly creative and each of its pieces are seen as ‘works of art’, how does the Indian consumer look at such pieces of jewellery? “I’ve always been extremely transparent about the technical aspects of each piece… you know weight, purity, provenance. That’s part of the legacy I’ve inherited,” he says. “But I have to say, I’ve been very lucky. My clients, especially the ones who come to Gem Palace, are incredibly knowledgeable. These are not people who stop at carats or grams. They are connoisseurs of high jewellery in the true sense. They look at a piece and see the story behind it. They appreciate the design, the rare stones, the craftsmanship that goes into shaping something timeless. They understand that what we offer isn’t just a product, it’s a continuation of a centuries old aesthetic, and in many cases, a completely one of a kind work of art. Honestly, many of my collectors have taught me things. Their passion, their questions, their eye, it keeps me sharp and inspired. I’ve never had to explain the value of a piece beyond the obvious. They just get it.”

Kasliwal says while the cliché says Indian buyers only look at weight, his brand’s experience has been the opposite, “people who walk in are not looking for buying .. they aim to collect . They’re looking for beauty. And they know exactly what they’re looking at. I’m fully aware that our jewellery is special, the craftsmanship, the stones, the design, but I truly believe that what makes the real difference are the people. My late father, Sanjay Kasliwal, was my greatest teacher in this. He had an incredible ability to build long lasting relationships with collectors from all over the world. It wasn’t just about selling a necklace or a ring, it was about creating a connection.”

Word of mouth, real trust, real warmth. That’s what brought so many extraordinary individuals to Gem Palace. People came not only because they knew the quality was unmatched, but because they felt this was a place where they could build something personal. And that, for the brand, is the foundation of every sale, every collaboration, every success. “Without the human relationship, there’s no soul to the business. This is exactly why our next challenge, growing our online presence, is so delicate and important to me,” says he. “I don’t want it to be just another luxury website. I want people to feel that same intimacy, that sense of history and care, even if they’re experiencing Gem Palace through a screen. Digital storytelling has to carry the same values as walking into our Jaipur store and being offered a cup of masala chai while we talk jewellery, family, and life. As for who I’d like to add to the list, I’m always curious to see who destiny brings to our door. But I’d love to welcome people who are curious, grounded, and passionate about beauty, whether they’re famous or not.”

Kasliwal says that the future of Gem Palace lies in its continuity — in staying relevant while staying true to its roots and hopes 200 years from now (the brand is already 173 years old), people are still talking about Gem Palace with the same admiration and curiosity. “That we’re still a reference point, not just for Indian jewellery, but for craftsmanship, legacy, and beauty on a global scale. To do that, we need to keep evolving — not in our essence, but in the way we speak to the world,” says Kasliwal. “That means embracing new platforms, new tools, new ways of connecting with people. Whether it’s through technology, design, or storytelling, the idea is to remain timeless, yet completely in tune with the times. So yes, the past 173 years have been extraordinary. But what excites me most is the thought that the story is far from over!”