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The Truth In Every Story

It was in a jewellery store where our founder, Jay Parikh, experienced first-hand the outrageous cost inflation in the jewellery business. At first, it left him speechless, but then, an idea took shape. What if customers could truly know, and pay, the actual cost of jewellery? That idea is 3 Sōul – a direct-to-you brand where you get high-quality, customisable jewellery in a design of your choice and at costs that are true and transparent.

Founder

JAY PARIKH

“With 3 Sōul, our aim is to empower. To give customers the power of truth so they can get the best value at the best price.” Meet Jay Parikh, the visionary founder of 3 Sōul. A second generation diamantaire, Jay has been working in the gems and jewellery industry since 2007, with expertise in raw material sourcing, manufacturing and marketing. Currently serving as the Director of Janam Diamonds Pvt Ltd, he is also one of the directors of Diamond India Limited, which has a turnover of over 2 billion USD. Beyond his business ventures, Jay, a former Wall Street trader, holds an MBA with honours from Thunderbird and a Graduate Gemologist degree from GIA. He also donates his time teaching underprivileged students and manages a school founded by his family in his native Palanpur. His mission to give back to society is what gave rise to 3 Sōul. A reflection of Jay’s dearly held values, 3Sōul aims to revolutionise the jewellery industry.

Co-Founder

HEMALI SHAH

Since its inception, 3 Sōul has put the finest craftsmanship and cultivated a good relationship with the customers above all. Hemali Shah is the creative force behind 3 Sōul. Armed with a Bachelor's degree in Commerce and a Diploma in Commercial Arts, she embarked on the journey of entrepreneurship straight out of college, founding her own brand of uniquely designed vegan bags, Kasido. Hemali's dedication extends beyond business, as she actively supports her team of local artisans and an NGO that provides education to underprivileged children. With her creative background and incredible business acumen, Hemali now lends her talents to 3 Sōul as Creative Head, embodying the company's principles of positive change and authenticity

Purity

Purity is not just in the diamonds but in every facet of our ethos, ensuring that every customer experience is a journey rooted in trust.

Transparency

Our commitment to transparency is a beacon, guiding our patrons through the intricate world of diamonds, illuminating their path where every detail is discernible with crystal-clear honesty.

Excellence

3 Sōul offers a blend of craftsmanship and perfection that resonates far beyond the conventional, creating an ensemble where brilliance meets value.