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Meet Tisha Vaidya of Pratiksha Jewelry in LBJ/Tollway

Today we’d like to introduce you to Tisha Vaidya.

Tisha, can you briefly walk us through your story – how you started and how you got to where you are today.
It all started when I was an analyst on Wall Street in NYC. I wore boring suits every single day, and basically had none of my personal style reflected on a day-to-day basis. When I got my first bonus, I said to myself, “it’s now time to upgrade key parts of my wardrobe.” I started with handbags, shoes, suits, and then ultimately got around to jewelry. I knew a lot about the loose stone side (our parents have been in the loose diamond/gemstone wholesale business for 40 years) but realized there was a HUGE jump in price point between the cost of raw materials and the final product. Frustrated by this, I started doing more research into the industry. Flash forward to the start of business school, where I applied with the intention of starting my own company. I spent the next two years learning the business, developing our identity, and ultimately launched in July 2015.

We design products with 14K/18K gold, real diamonds, real gemstones – nothing plated or fake. We are a 100% vertically integrated brand – we ethically source the raw materials, design, and manufacture in-house, and sell directly to individuals, thus eliminating the 8-10x retail markup that traditional brick & mortar store-bought brands carry.

Since then, we’ve worked really hard to craft our brand and make it all about strong, powerful, independent women. Our brand specifically targets women buying for themselves, reclaiming ownership of the fine jewelry purchase. She works hard every day and deserves something beautiful for herself. We’re here to champion that woman every single day. Shop or design for yourself a high quality, luxury products without the 8-10x retail markup. We are the Warby Parker or Everlane for fine jewelry.

Has it been a smooth road?

It has been a wonderful experience, and we’ve enjoyed working through every challenge that has been presented to us. One of the major items we have focused on has been converting high-dollar products online. Fine jewelry has typically been something that a person only feels comfortable purchasing once they see it in person and try it on. Since our brand is online-first, we’ve done everything we can to gain the trust of our consumer. You’ll notice that each product has a minimum of three photos per product (multiple angles + a model shot to show scale). We also include granular details such as carat weights of stones down to 2 decimals, length and width of a piece, and other key information. We have also spent 2+ years perfecting our photography process so that our photos most accurately reflect the color/vibrancy of our jewelry products. Lastly, we have all 8,000+ loose stones (diamonds and gemstones) photographed or shot with 360-video, showing every angle, facet, and the occasional flaw, because our stones are 100% authentically sourced from the earth. These efforts have been done to ensure that our customers enjoy a fully transparent online shopping experience. There is no gap in understanding between what you see online and the expectation you have once you receive your product.

We’d love to hear more about your business.
We have 4 divisions:
-Finished Jewelry: ready-to-wear finished jewelry pieces ranging from $75-$100,000, but with the majority of products falling in the $250-$2,500 price point.
-Custom Jewelry: design your own jewelry from an original idea or inspirational image, around an heirloom piece you own or select from our 8,000+ loose diamonds/gemstones.
-Jewelry Rental: think Rent the Runway, but for fine jewelry! Especially in Dallas, we all go to so many black tie/formal wear events. Women are already comfortable renting couture outfits for these events, but without any correspondingly formal jewelry to go with it. It’s a great opportunity for customers to try us out, see our quality and craftsmanship firsthand.
-Buyback: Marie Kondo’ing your jewelry box? You can trade in your old stuff for cash and refresh your collection, or redesign something new out of your existing gemstones.

Our customers have historically known us for our finished diamond/gemstone jewelry and our custom jewelry process. What truly sets us apart is that we are 100% vertically integrated, which means anything is a possibility. We also carry our own inventory (something that nearly all private jewelers and retail stores absolutely do not) which also means that we’re not adding unnecessary markups, and we can show you any variation of options that you’re interested in on the spot.

Is our city a good place to do what you do?
Yes! We love Dallas. We grew up here and have very strong ties to the community. Furthermore, Dallas is a fashion-focused city, and also one that champions women every day. Our local customers teach us a lot about our business because we can often begin the conversation about their jewelry in a digital format (email, website inquiry, and Instagram DMs), and follow up with a private, in-person consultation at our jewelry showroom. We love being here and feel so supported by our fellow Dallasites!


  • Products start at $75
  • Luxe/One of a Kind products go all the way up to $100,000+
  • Primary range is $250-$2,500

Contact Info:

Image Credit:

Pratiksha Jewelry

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