Jayesh Bihani never planned to enter the jewellery business. He had no formal training, no industry background—just an idea, an unshakable drive, and a belief that he could build something meaningful. But sometimes, the best journeys begin unexpectedly. Today, he is building Live Some India and Carat For You—brands that are set to reshape the jewellery market. His story isn’t about overnight success; it’s about perseverance, strategic thinking, and a commitment to creating brands that will stand the test of time.
The Beginning: A Vision Beyond Traditional Career Paths
After earning his MBA from ICFAI Business School, Pune, in 2020, Jayesh began his professional career as a Digital Marketing Executive at a US-based startup. Over the next 2.5 years, he honed his branding, advertising, and consumer behavior skills, managing campaigns with a $10,000 monthly budget. While the job provided valuable experience, a defining moment came when some of his innovative ideas were overlooked due to hierarchy. That was when he realized he wanted to build something where everyone’s ideas were valued and where impact wasn’t dictated by position.
At the same time, a shop owned by his father at Gopal Ji Ka Rasta, Jaipur’s renowned jewellery hub, became vacant. Recognizing an opportunity, Jayesh took a leap of faith into an industry he knew little about. With no formal experience but a hunger to learn, he set out to build something significant.
Identifying Opportunities: The Birth of Live Some India
In 2021, Jayesh and one of his friends decided that if they ever started a business, they would name it Live Some India. Two years later, in April 2023, the brand officially came to life.
Jayesh’s market research revealed a significant gap in the premium artificial jewellery sector. With gold prices soaring and destination weddings increasing, more people were looking for high-quality artificial jewellery as an alternative to gold. However, the market was unorganized, with no standardized quality and limited trustworthy brands.
He envisioned a brand that offered elegance and affordability without compromising on quality. Jewellery that looked and felt like gold, earning the name “Gold Jayasi Dekhne Vali Jewellery.”
Today, Live Some India operates online and offline, with a store in Johari Bazaar, Jaipur. The mission is simple: to provide elegant, high-quality jewellery that boosts confidence and enhances style.
Overcoming Challenges: Learning on the Go
Building Live Some India came with its fair share of obstacles:
Industry Knowledge Gap: With no prior experience in jewellery, Jayesh spent months attending exhibitions, engaging with wholesalers, and studying the market to understand customer preferences and trends.
Zero Sales Periods: There were months when the business saw no sales at all. Higher procurement costs compared to competitors made it difficult to offer competitive pricing, leading to moments of doubt.
Financial Struggles: To sustain the business, Jayesh liquidated almost all his personal investments made during his corporate job. His family’s emotional support played a key role in helping him push forward.
Instead of letting these challenges define him, Jayesh used them as opportunities to refine his strategy, ultimately positioning Live Some India as a trusted brand in the artificial jewellery space.
Expanding Horizons: The Launch of Carat For You
With Live Some India gaining traction, Jayesh identified another opportunity: the global silver jewellery market. Unlike India, where artificial jewellery was booming, international customers were drawn to 925 Sterling Silver Jewellery. Seeing this demand, Jayesh spent 1.5 years studying global markets and mastering the manufacturing process.
In late 2024, he launched Carat For You, a brand specializing in 925 Sterling Silver Jewellery with Moissanite and Natural Gemstones. Unlike many competitors who rely on imported Cubic Zirconia and glass-colored stones from China, Carat For You’s products are 100% made in India.
By controlling the manufacturing process, Jayesh ensured better quality control, ethical production, and higher profit margins. The brand is now expanding across the USA, UK, Australia, and UAE, with the vision of becoming a global leader in premium silver jewellery.
Evolving as a Leader: Balancing Flexibility and Accountability
Jayesh’s entrepreneurial journey also shaped his leadership philosophy. Initially, he believed that employees would stay loyal simply because they aligned with the company’s mission. However, he quickly realized that today’s workforce prioritizes growth and financial opportunities over loyalty.
This shift led him to develop a balanced leadership style:
50% Flexible: Encouraging creativity, allowing employees to take ownership, and fostering a collaborative culture.
50% Structured: Setting clear expectations and ensuring accountability to maintain efficiency and growth.
This balance has helped both brands attract and retain top talent, ensuring long-term sustainability.
Motivation for the Long Haul: Building Generational Impact
What kept Jayesh motivated through all the ups and downs was his vision of building generational wealth and industry trust. For him, success isn’t just about profits; it’s about:
Creating a trusted brand in an unorganized market Providing employment opportunities with better pay Becoming a recognized name in the jewellery industry Achieving financial freedom while making a lasting impact
Looking Ahead: Plans for the Future
For Live Some India, the next phase includes:
Expanding the product catalog to offer more diverse collections
Strengthening the online presence to reach a broader audience
Enhancing customer experience through better service and engagement strategies
For Carat For You, the focus is on:
Launching personalized jewellery options to cater to unique customer preferences
Establishing a stronger global footprint through strategic partnerships
Scaling B2B and B2C operations to increase market share and profitability
Future Funding Plans
As Live Some India and Carat For You continue to scale, Jayesh plans to raise funds after achieving key milestones. The focus will be on:
Expanding manufacturing capabilities
Strengthening global distribution channels
Investing in marketing and technology to enhance customer experience
By securing the right investment partners, the brands aim to accelerate growth while maintaining quality and trust in an ever-evolving market.
Building a Legacy
Jayesh Bihani’s journey is a testament to resilience, strategic thinking, and an unwavering belief in his vision. From starting with zero industry knowledge to building two thriving jewellery brands, he has shown that passion and persistence can defy limitations.
As he continues to grow Live Some India and Carat For You, Jayesh remains committed to his core values: quality, trust, and innovation. His journey serves as inspiration for aspiring entrepreneurs, proving that with the right mindset, anything is possible.
Discover Elegant Jewellery:
Live Some India – Premium Artificial & Fashion Jewellery:
Shop Kundan & Polki Jewellery, Diamond (AD) Jewellery, Necklaces, Rings, Earrings, Pendants, Bracelets, and Hair Jewellery.
Carat For You – 925 Sterling Silver Jewellery with Moissanite & Natural Gemstones:
Shop Rings, Earrings, Pendants, and Necklaces, with options for Custom Jewellery.
Connect with Jayesh Bihani on LinkedIn
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