I started SYNNE because the brand I was looking for didn't exist.

Not just as a buyer — as someone who spends too long thinking about what she puts on. What it communicates. What it costs to care about that in a country where men's jewellery means gold chains for weddings or cheap chains from a mall.

The Indian man with an aesthetic — the one who layers, who has tattoos or wants them, who knows his music and his silhouettes — has never had a jewellery brand built for him. Not a real one. Not one that took him seriously.

So I decided to be that brand.

I built SYNNE alone. Every sourcing trip. Every vendor call. Every decision about what belongs in this collection and what doesn't. The logo. The website you're reading. Mine.

This is my first business. I'm building it in real time, in Noida, and I have no interest in doing it the safe way.

What I know is this: there are men out there who have been waiting for something that looks like them. Something dark. Something precise. Something that doesn't need to explain itself.

SYNNE is that thing.

Drop 01 comes in October.