Sangeeta Boochra

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Sangeeta Boochra
Sangeeta Boochra 2020.JPG
Born27th November
Sujangarh, Rajasthan
EducationHandique Girls College, Guwahati
OccupationBusiness women, Jewellery designer
Years active1985 - present
OrganizationSilver Centrre
Known forIndian traditional and tribal silver jewellery
Sangeeta Boochra
StyleTraditional and tribal silver jewellery with modern touch
TitleManaging director, Creative director
Spouse(s)Sudeep Boochra
ChildrenAbhineet Boochra, Riteek Boochra
  • Suresh Kumar Sarawgi (father)
  • Kiran Devi Sarawgi (mother)

Sangeeta Boochra is an Indian business magnate and jewellery designer known for her traditional and tribal silver jewellery designs of necklaces, two tone jewellery, earrings and jhumkas.[1] She serves as the Managing Director and Designer at Silver Centrre, founded in 1897.[2] She produces more than 10,000 styles in a year. Boochra has sold designer merchandise using the label Sangeeta Boochra and has designed jewellery for Bollywood films, television, and high profile personalities.[3] She has been seen regularly at the fashion week or jewellery shows.[4][5]

As of 2020, Boochra has a chain 45 stores across the world.[6] Boochra has been reported to have been inspired by Indian traditional designs, south indian temples, villages and the rich heritage of India and Indian culture. She has won several awards, including Best Jewellery Designer, Jewellery design of the year and Best innovative design of the year.


Early life

Sangeeta Boochra is born on 27th November and raised in a small village Sujangarh, Rajasthan. She completed her schooling from Gandhi Balika Vidyalaya, Sujangarh and thereafter joined the Handique Girls College, Guwahati to complete a degree in Economics in 1984. After completing her graduation, she married Sudeep Boochra, son of Seth Lalit Kumar Boochra who founded jewellery division of Silver Centrre and inspired Sangeeta Boochra to start designing jewellery. He was the son of powerful Seth Kistoor Chand Boochra who was awarded as the Silver King of India.[7]


Vidhya Balan wearning Sangeeta Boochra jewellery

In 1985 she got married to Sudeep Boochra who was already running a Gemstone Export house, IndoGem. In 1994, her Father In law persuaded her to start designing jewellery and to join his business Silver Centrre, she always wanted to be a clothing designer but due to his persual she started designing jewellery. She travelled extensively in the interiors of India met the master craftsmen of India, worked on to introduce the indian jewellery globally by promoting Indian Jewellery. By this time, it has already been established in the Indian market. In 2010 her son Abhineet Boochra joined her and expanded the business from 10 stores to 45 in 2019. She launched her own label, Sangeeta Boochra under Silver Centrre focused on traditional, tribal jewellery with a touch of modern to the indian jewellery. She worked with her father in law to offer work to the artisans at their locations. After Vidya Balan, Madhuri Dixit, Deepika Padukone, Alia Bhatt, Royal Families of the World started wearing her jewellery[8][9] and then she sponsored various fashion weeks and travelled with the artisans and craftsmen to participate in the major fashion shows in the world, which helped in recognizing the brand globally.[10][11][12][13]

Manisha Koirala with Sangeeta Boochra

When the red carpet started wearing her jewellery, she was also recognized by the Bollywood and her work was seen in several films, it helped her to further establish her brand and the politicians and industry honchos started wearing and adorning her jewellery.[14][15][16]

Sangeeta Boochra label

Sangeeta started with a single store in Jaipur, which still remains its flagship store and she now owns over 45 stores in the world with a team of 2000 artisans. Her work can be frequently seen in the Bollywood parties, weddings and events.[17][18][19]

Store locations

She has flagship store locations in Jaipur, New Delhi, Mumbai, Pune, Ahmedabad, Bengaluru and Hyderabad.[20] Limited pieces are also carried by other retailers in various parts of India, as well as select international retailers in the United States, Italy, United Kingdom and Dubai.[4]

Awards and distinctions

Shobha de with Abhineet Boochra inside the Mumbai store

Sangeeta Boochra has been recognized on several occasions for her silver jewelry design work.[7]

  • 2004: Best Jewellery Designer in Retail Category
  • 2005: Jewellery design of the year - Vicenza , Italy
  • 2006: Best innovative design of the year - Bahrain
  • 2007: Jewellery designer for modern silver jewellery
  • 2010: Bespoke jewellery of the year
  • 2011: Emerging jewellery brand of the year
  • 2014: Jewellery designer of the year
  • 2015: Multichannel retailer of the year
  • 2017: Retailer of the year - 6 stores and more category

Personal life

Sangeeta is married to Sudeep Boochra, a Jeweller in 1985.[21] Sudeep Boochra is the son and grandson of Seth Lalit Kumar Boochra and Seth Kistoor Chand Boochra who was awarded as the silver king of India.[22] The couple have two sons and the family reside in Jaipur, Rajasthan.

In the media



  1. "How to dress for a destination wedding: tips from a celebrity stylist". Vogue India. Retrieved 2020-01-15.
  2. "Look beautiful with Sangeeta Boochra's Silver Centrre -". 2019-03-05. Retrieved 2020-01-15.
  3. "Where should you buy your silver jewellery from this festive season?". Vogue India. Retrieved 2020-01-15.
  4. 4.0 4.1 "Celebrity-approved silver jewellery label Sangeeta Boochra comes to Bengaluru". Retrieved 2020-01-15.
  5. "Shilpa Shetty's stunning yellow Indo-Western saree is perfect for any festive outing. See pics". Hindustan Times. 2019-02-19. Retrieved 2020-01-15.
  6. "Celebrity-approved silver jewellery label Sangeeta Boochra comes to Bengaluru". Retrieved 2020-01-15.
  7. 7.0 7.1 "Silver Centrre Jewellery Designer - About The Designer of Silvercentrre". Retrieved 2020-01-15.
  8. "From Deepika Padukone to Kajol: 5 ethnic outfits ideas to try on Lohri 2020 - Times of India". The Times of India. Retrieved 2020-01-15.
  9. "Alia Bhatt's lehenga and crop top set is perfect for the Indian bridesmaid". Vogue India. 2019-02-22. Retrieved 2020-01-15.
  10. "Kalki's Pregnant Style Is So Lit, We Wonder If We Could Ever Pull It Off". iDiva. 2019-11-15. Retrieved 2020-01-15.
  11. "Take Kriti Sanon's all-white layered cotton outfit to your Sunday brunch". Vogue India. 2019-11-26. Retrieved 2020-01-15.
  12. "Best-dressed celebs: Sonam Kapoor and Kangana Ranaut were the trailblazers of the week". Bollywood Life. 2019-07-08. Retrieved 2020-01-15.
  13. "Kriti Sanon's Pretty Pink Saree for Panipat Promotions Is Not Just Splendid but Also a Wardrobe Must-Have LatestLY". LatestLY. 2019-11-28. Retrieved 2020-01-15.
  14. "Everything you need to update your festive wardrobe this month". Vogue India. Retrieved 2020-01-15.
  15. "Love unique blouses? Kriti Sanon's pink designer lehenga is ideal for you". Vogue India. 2019-12-02. Retrieved 2020-01-15.
  16. "Alia Bhatt, Sonam Kapoor, Kiara Advani: Fashion hits and misses of the week (Apr 21- Apr 27)". The Indian Express. 2019-04-27. Retrieved 2020-01-15.
  17. "Kalki's Pregnant Style Is So Lit, We Wonder If We Could Ever Pull It Off". iDiva. 2019-11-15. Retrieved 2020-01-15.
  18. "Shilpa Shetty and Raveena Tandon come together on the sets of Super Dancer; impress all in their gorgeous traditional outfits". The Indian Express. 2019-04-23. Retrieved 2020-01-15.
  19. "Kriti Sanon Switches From A Mini Fringe Dress To A Desi Look". MissMalini. Retrieved 2020-01-15.
  20. Coffeetalks (2019-03-14). "Sangeeta Boochra, the favorite jewelry store of every celeb, now opens new store in Bangalore". Coffee Table Talks. Retrieved 2020-01-15.
  21. gleefulblogger. "Handcrafted Fashion Jewelry by Sangeeta Boochra Silver Centrre". Gleefulblogger. Retrieved 2020-01-15.
  22. "Abhineet, Sangeeta Boochra corporate organisation | talentrack". Retrieved 2020-01-15.

External links