Founder Aradhana Sayal

I’ve always been someone who follows my heart. Even when logic pointed one way, I often found myself choosing the path that just felt right, even if it was less obvious, less conventional. In college, I was the practical one, drawn to numbers, curious about the mechanics of business, always thinking about the financial side of things. But even back then, the world of design and fashion had a quiet hold on me. The reason for that? my mother. My mother in the eighties, coming from a small town made a name for herself in the west with her clothing line.
Having lived most of my adult life between India, Indonesia, and China, I was always fascinated by the amazing arts and crafts these countries have to offer the world. Admiration soon turned to passion, and from it was born Vedic Life in 2005, while I lived in Shanghai. Sourcing from talented artisans and designers in these three countries, Vedic Life soon became synonymous with a quality range of products varying from home décor, clothing, and silver jewellery. With emphasis  on Quality without Compromise, the selection at Vedic Life soon won over a customer base that was well travelled and appreciative of a pieces that were not just impulse buys but keepsakes.
While sourcing jewelry for the store, I began meeting artisans, lapidaries, and stonecutters. I found myself lingering longer at their workshops, asking more questions, learning the stories behind each piece. And just like that, something shifted.
I never had formal training in design, but I’ve always had a strong instinct and a love for beautiful things. I started simply by making a few pieces for friends and remodeling my old jewelry. One design led to another, and before I knew it, what began as a casual curiosity had become a creative calling. That’s how ARRA was born in 2014. ARRA was born not from a business plan, but from my connection to people, their stories, and the quiet magic of craftsmanship. Also I now realise, my love for jewelry runs in my blood. I grew up watching the women in my family, my mother, my grandmother, style their outfits with such effortless grace. They would mix heirlooms with everyday pieces, traditional with contemporary, and carry it all with a confidence that left an impression on me.
Life, of course, had its own curveballs. Losing my mother in 2013, along with financial pressures, meant I had to take up a job. But I never stopped designing. When I relocated to India in 2017, I finally found more time to focus on jewelry and even took an online course to learn the technical side.
Then came the lockdown. Strangely enough, that pause, ironically gave me the push I needed. I decided to turn my passion into a business and began cold mailing boutique stores in the U.S.A and Europe . After a year and more than 200 emails, I finally got a lead. From then on, one store led to another, and in 2023, I officially launched ARRA in New York City at the NY NOW show.
Its been nothing short of an adventure. I have learned so much, made new friends and gained incredible exposure. What began with a few pieces made for friends has now grown into a brand I’m so proud of. And the best part is, the story is still being written.
That’s where my design language comes from: the blend of cultures, emotions, and lived experience. It’s not about trends or perfection, it’s about expression, identity, and soul.Today, as the founder and designer of ARRA, I still lead with instinct. I do things differently. I choose purpose over pressure, people over numbers, and art over algorithms. My journey has been unplanned, full of surprises, and deeply rewarding and I wouldn’t have it any other way.