About The Beaded Story
Our Story
Some businesses are built. Ours was inherited — and then reimagined.
The Beaded Story is rooted in a legacy that spans four generations and seven decades. Our parent company has been at the heart of India's jewellery and fashion industry since the 1950s, sourcing the finest raw materials from Austria, Japan, China and beyond.
For 35 years, we have been authorised distributors of Swarovski — one of the world's most iconic crystal brands. It is a reflection of the standards we hold ourselves to: precision, quality, and an uncompromising eye for excellence.
Who We Serve
Our parent company has had the privilege of supplying some of India's most celebrated names in fashion and design — among them Sabyasachi, Anamika Khanna, Kiran Uttam Ghosh and Selva Gold. Their trust in us is something we carry with pride, and with responsibility.
Today, The Beaded Story brings that same heritage directly to you.
Our Jewellery
We don't just supply the materials that make beautiful jewellery — we make it ourselves.
The Beaded Story's jewellery collection is built on the same principles that have guided our family for generations: genuine quality, honest pricing, and nothing that doesn't earn its place.
Anti-Tarnish Jewellery Every piece in our collection is crafted to last. Our anti-tarnish jewellery is designed to hold its brilliance through daily wear, through seasons, through life — without the fading, discolouration or disappointment that cheaper alternatives bring. You shouldn't have to choose between beautiful and durable. With us, you don't.
Genuine Healing Bracelets We believe in the quiet power of what you wear close to your body. Our healing bracelets are made with genuine natural stones — each chosen for its authenticity, energy and beauty. No imitations. No compromises. And at prices that make them accessible to everyone, not just a few.
Because wellness should not be a luxury.
What We Offer
From Swarovski crystals to beads, findings, jewellery and everything in between — we carry the full spectrum of jewellery raw materials, apparel accessories and craft supplies. Our inventory is built on one belief: that exceptional quality should not come at an exceptional price.
We wholesale across all 31 states of India, serving customers from Kashmir to Kanyakumari. If you work with materials, we have what you need.
The Person Behind It
We are fourth-generation entrepreneurs who grew up watching this business be built with patience, integrity and craft. We bring to it a formal education from SRCC and ISB, and years of consulting experience at Bain & Company, working with some of India's largest businesses.
But more than any credential, what we bring is a deep respect for what four generations of our family have built — and a commitment to taking it further.
What We Stand For
We believe that business, at its best, is simple: say what you mean, deliver what you promise, and treat people with fairness.
Quality without compromise. Pricing without games. Service without excuses.
That is the standard our family has held for 70 years. It is the standard The Beaded Story holds today.
Whether you wear it or create it — we are here for you.