Generation I
Shri Narendra Dashrathlal Soni
Founder & Master Craftsman
The founding hand. Established the house in Manek Chowk in 1975 and shaped a vocabulary of Kadli bangles still imitated across the region.
Est. 1975 · Ahmedabad
The Legacy of ND Jewels
Forged in Gold. Crafted by Generations.
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Years of Heritage
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Generations
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Hand-Crafted Designs
Our Origin
Where it all began
The story of N.D Jewels begins in the heart of Manek Chowk, Ahmedabad, in 1975, when Shri Narendra Dashrathlal Soni — a man of immense skill and patience — began hand-crafting gold bangles, known locally as Kadli. From raw gold to the final masterpiece, each creation bore not only the shine of the metal but the reflection of his dedication.
Yet the art was not new to him — it flowed through his veins. His father Shri Dashrathlal Soni and generations before him had devoted their lives to the sacred craft. For the Soni family, jewellery-making was never a business — it was a way of life, an inherited devotion to beauty, precision and integrity.
Gold is not just shaped here — it is lived, loved, and inherited.
1975Foundation Year
The Evolution
The Next Chapter
Evolution through innovation & tradition.
Purity & Transparency
BIS-hallmarked gold; honest weight, price and making charges — always.
Breathtaking Designs
Pieces admired across Gujarat, Mumbai and Rajasthan since the late 1990s.
Heritage Mastery
Antique and Heritage techniques carried forward in the same Manek Chowk lineage.
Heritage Timeline
A house, across the generations
- Pre-1975
A lineage of goldsmiths
Shri Dashrathlal Soni and earlier generations devote their lives to the sacred craft of gold — jewellery-making was a way of life, not a trade.
- 1975
The first bench in Manek Chowk
Shri Narendra Dashrathlal Soni opens his Ahmedabad workshop and begins hand-crafting gold bangles — Kadli — from raw metal to finished piece.
- Late 1990s
The next generation arrives
Yatin and Jigar Soni, sons of Narendrabhai, join the house and expand from bangles to a full range of gold ornaments.
- 2013
Across Gujarat, Mumbai & Rajasthan
Designs gain admirers beyond Ahmedabad; the atelier masters Antique and Heritage jewellery and earns a reputation for purity and finishing.
- Today
The third generation continues
Hitanksh Yatin Soni carries the line forward — same atelier, same goldsmithing discipline, new chapters yet to be written.
The People
The Soni Family
Three generations at the same bench.
Generation II
Yatin Narendrakumar Soni
Director & Design Innovator
Joined in the late 1990s. Carries the design language of the house — bridal, antique and heritage — and oversees every release from the atelier.
Generation II
Jigar Narendrakumar Soni
Director & Operations Expert
Joined alongside his brother. Owns the discipline of making — purity, transparency, finishing — across every piece that leaves the workshop.
Generation III
Hitanksh Yatin Soni
Third Generation
Continues the line — same family, same atelier, taking the house into its next chapter.
The Range
Our Collections Today
A complete range of exquisite jewellery, shaped by hand in the same atelier.
Antique & Heritage Bridal
Royal heirloom designs that echo timeless tradition.
Gold Bangles & Kada
Hand-forged bangles — the soul of our craftsmanship since 1975.
Rose Gold Creations
Modern romance in warm rose-gold finishes.
Jadtar & Kundan Masterpieces
Centuries-old uncut-stone artistry, reimagined.
Fusion Monzonite Jewellery
Contemporary design meets traditional finesse.
Lab-Grown Diamond Jewellery
Ethically grown brilliance, indistinguishable from mined.
Each design carries the essence of a legacy built not overnight, but over decades of dedication, artistry and honesty — a legacy where gold is not just moulded, but lived.
Behind the Craft
Our Workshop
Where tradition meets precision.
Manufacturing ExcellenceTraditional techniques, modern precision.
Master ArtisansDecades of inherited expertise.
The Process
From Concept to Creation
Every piece at N.D Jewels begins with a vision. Our process combines artistic creativity with technical precision, ensuring each ornament reflects both beauty and durability.
- 01
Concept & Sketch
Hand-drawn designs capturing the essence of tradition.
- 02
Material Selection
Choosing the finest 22K gold and certified stones.
- 03
Handcrafting
Master karigars bring designs to life at the bench.
- 04
Quality Assurance
Rigorous inspection — purity, weight and finish, certified.
Our Compass
Our Vision & Values
The principles that guide everything we do.
Our Vision
To keep the timeless Indian tradition of jewellery-making alive — blending centuries-old artistry with modern elegance — and to make every ND Jewels creation a symbol of heritage, trust and beauty for generations to come.
Heritage
A continuous goldsmithing lineage older than the house itself.
Trust
Hallmarked purity, transparent making charges, lifetime exchange.
Beauty
Pieces designed not for a season — but to be inherited.
Visit Us
Our Showroom — AYAANI
Experience luxury and heritage in every corner.
Elegant DisplayBrowse curated collections in comfort.
Exquisite CollectionsEvery piece tells a story.
Intricate DetailsPrecision in every curve and stone.
{{PLACEHOLDER: AYAANI showroom address, Ahmedabad}}
{{PLACEHOLDER: opening hours, e.g. Mon–Sat, 11:00 – 19:00}}
Begin Your Journey With Us
Explore our exquisite collections and find the perfect piece that speaks to your heart.