About Us

We boast an exquisite range of handcrafted jewellery manufactured in our own workshop to exacting standards, specifications and excellence

Premium Products

The Ashok Jewellers collection is exhibited at the Royal Palm Hotel in Umhlanga Ridge, to be viewed at your leisure and appreciated. We boast an exquisite range of handcrafted jewellery manufactured in our own workshop to exacting standards, specifications and excellence. Having our own workshop ensures we produce products without incuring extra costs to our clients. Our clients are assured of value for money and quality without compromise.

The beauty behind our designs

Mr. Ashok Shah believes and stands by this quote which is family motto:
“There is magic within every woman, a creative genius that never fails to amaze me. I simply bring out the best of this magic into the physical world creating a magnificent piece of jewellery that embodies the spirit of the woman it was created for. The splendor and the glory belong to the wearer who chooses a special occasion to present her unique dream jewellery piece. A single priviliged moment that could take days, weeks or even months to plan comes alive on the wearer. It is an honour for me to contribute to that moment.”

Large collection

We stock an exclusive range of platinum, gold, diamond and tanzanite and gemstone jewellery. We have developed from a traditionalist jeweller to a multi-skilled jeweller catering for a diversity of tastes. We stock classic jewellery for the tradition client and modern jewellery for the trendy client. Ashok Jewellers is renowned for our unique designer bridal jewellery, all crafted with special attention, passion and precision.

Designs & Workshop

At ASHOK JEWELLERS, our artistic expert designers ensure that the jewellery we create is timeless. Our designers draw from the client’s vision and their creativity to create a piece of jewellery that is awe-inspiring. Egged on by the beauty and fire of exceptional quality gemstones, creating a new design is a pleasurable experience for the designer and wearer.

Jewellery manufactured at the ASHOK JEWELLERS WORKSHOP is handcrafted to superior standards making every jewellery item a work of art. Each unique jewellery item made requires hours of dedicated labour to create a vision of beauty. Our master craftsmen and women are passionate about their trade and after valuable years of training and experience are able to produce extraordinary pieces of jewellery. They are valued members of the ASHOK JEWELLERS team.

Ashok Shah – Director

Ashok Shah's Vision

“I don’t create jewellery,” says Ashok Shah.

A strange statement coming from the man whose jewellery has made him famous, and earned him the reputation of a master jeweller.

“The creations which carry my name are creations of my clientele” he explains .” There is magic within every women . A creative genius which never fails to amaze me. I simply bring out the best of that magic into the physical world .And yes, the result … magnificent jewellery. But in all honesty, I cannot say I have created it”

“The glory belongs to the wearer, and she usually chooses a very special occasion to let the world discover that exquisite dream within her. A single privileged moment which often takes months, even years to plan for. Quite frankly, it’s an honour for me to contribute to that moment.

oUR HISTORY

Ashok Jewellers is the “brainchild” of Mr. Ashok Shah. He is the visionary creator of the timeless collections at their showroom. Ashok Shah, under the guidance of his father, Mr. Manilall Shah, a master craftsman of 60 years, has been able to learn and perfect his passion for beautiful jewellery manufacturing.

This passion and drive to be the best has earned them the reputation of being one of the best craftsmen in the industry. An innovative new edition to the team comes in the form of Ashok Shah’s daughter, dynamo Yuvati Shah who has added her modern flair to the original masterpieces of their showroom.

 

Why Ashok Jewellers?

Qualified Designers

Our qualified jewellery designers will be delighted to design jewellery to your unique specifications

Gemstones

We specialize in the sourcing of superior quality gemstones

19ct

We manufacture to exacting standards in Platinum, 22 carat, 19 carat, 18 carat, 9 carat and sterling silver

Showroom

Our designer showroom boasts an extensive range of jewellery to cater to all client’s taste

Set Semi-Precious Stone

Our master craftsman have the expertise to set precious and semi-precious stones with precision

Engraving

Our detailed and intricate engraving is done by a specialized engraver

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Years In Business

It is important to know the company you are dealing with and we have years of experience behind us.

The knowledge of the diamond, coloured gemstones and the metal industry and the nature of its business require extensive study. We have the expertise and the knowledge of this industry and are able to answer any questions you will have.

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Hours

We are able to appraise jewellery and provide valuations and quotations immediately or within 24 hours.

Our commitment to privacy: We, Ashok Jewellers, take our privacy obligations seriously. This outlines that at no time will we disclose a customers’ personal information

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Designers

We have qualified designers in our showroom at all times to assist you with specialist attention.

We have our own extensive, modern and up to date workshop that cuts out the middleman, as we do not outsource our work.

Services Offered

Restoration

We are able to offer the service of restoring and restructuring of your existing jewellery pieces

Valuations

Valuations are printed with all specifications of your jewellery listed

Repairs

Repairs of all types are done to your existing jewellery pieces

Ear & Nose Piercing

Ear and nose piercing is done at our showroom or workshop by appointment

Personal Visits

We are able to offer personal visits to our clients location as per their requirements

Hand Courier

We utilize a reputable hand to hand courier company that can deliver jewellery purchased

Our Goals

Our designers draw from the client’s vision and their creativity to create a piece of jewellery that is awe-inspiring

We pride ourselves on personalised service excellence focused on creating long lasting relationships with our clientele and serving them to the best of our ability meeting their design and manufacturing needs, insuring a lifetime of friendship, support and loyalty.

We offer a specialised one on one jewellery design service where a client with specific taste and requirements can liaise with our designers and create their own unique jewellery piece exclusive to them.

Mr. Ashok Shah believes and stands by this quote which is family motto:
“There is magic within every woman, a creative genius that never fails to amaze me. I simply bring out the best of this magic into the physical world creating a magnificent piece of jewellery that embodies the spirit of the woman it was created for. The splendor and the glory belong to the wearer who chooses a special occasion to present her unique dream jewellery piece. A single priviliged moment that could take days, weeks or even months to plan comes alive on the wearer. It is an honour for me to contribute to that moment.”

We stock an exclusive range of platinum, gold, diamond and tanzanite and gemstone jewellery. We have developed from a traditionalist jeweller to a multi-skilled jeweller catering for a diversity of tastes.

Yes, Ashok Jewellers are an JCSA jeweller member.

We follow a code of ethics and offer you good value for a superior quality products.

Established jewellers prize our good reputation and you can be assured of professional service and specialist , honest advice.

Watch to get a glimpse of our large collection

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gorgeous products

We care about our customers

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customers around
the world

recent customer
reviews

Amazing craftsmanship and fantastic customer service. I can’t believe how quickly you managed to adjust my wedding ring! Thank you.
Masha Doe
Client
Staff were really helpful as I struggled with changing the charms on my nomination bracelet
Nasha Naidoo
Client
LOVE this shop and the people in it, a little worrying they know me by first name...so patient, and listen to you ❤️
Steave Hook
Client
Outstandingly craftsmanship. wonderful service.
Rose Patella
Client
They made our wedding rings for us 18 years ago and we are thrilled that they have now made my eternity ring this year. Using my grandmothers stones and shaping it beautifully to fit the others. Highly recommend tthem.
John Morrison
Client
Have been buying from them for years. Always great service and beautiful jewellery.
Katy Perry
Client

A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it

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Our designers draw from the client’s vision and their creativity to create a piece of jewellery that is awe-inspiring. Egged on by the beauty and fire of exceptional quality gemstones, creating a new design is a pleasurable experience for the designer and wearer.

Our History Timeline

Ashok Shah, eldest grandson took on the family trade and tradition and joined the jewellery industry at the young age of 15. Ashok Shah joined J Hind Jewellers in 1976, which was owned and managed by his father, Mr. M.M Shah who began working in the jewellery industry also by the age of 15. Mr. M.M Shah established J Hind Jewellers in 1953. Ashok, his son was later employed as a diamond setter and engraver, and it is during this period, his passion for jewellery making grew and he gained immense experience in the trade.

Ashok ventured out on his own and established Treasure Box Jewellers. This became his pride and joy as he developed his own clientele for the next 10 years. He was at the time, the youngest to establish a business of his own in the industry in Durban. Still a partner in J Hind Jewellers, Ashok assisted in purchasing, sorting and diamond setting. Apart from managing his own business, Ashok created a name for himself in the industry by his involvement in trade work. The word of his versatility and talent grew and with it grew his business.

Determined to be massive success, he found he wanted to grow his own business. He wanted to realize his personal ambitions and needs. He wished to create a stronger relationship with his clientele and build a lifetime of happy, loyal clients, as this is essential to any business.

Ashok Jewellers was established. The goal was to continue to design and manufacture jewellery pieces specializing in the finest quality and workmanship coupled with service excellence. Having his own workshop ensured that quality was not compromised. All jewellery pieces were designed, manufactured and retailed by us.

Wanting to expand the business even further, Ashok secured a shop at The Crescent Shopping Centre, Umhlanga Ridge. He introduced his sibling, Yuvati as a designer and full time on site manager at the shop.

The company has grown from strength to strength as new clientele, previously unaware of our business and the quality of products we retail, have ventured into our store and stayed loyal to us.

We have a fully equipped workshop that will produce quality jewellery for the proposed business. Highly skilled professional jewellers operate the modern technology. Highly skilled professional jewellers operate the modern technology.

Opened new concept store at the Royal Palm Hotel. The store combines the two passions and visions of the owner, an upmarket luxury jewellery showroom with an indulgent day spa.

Events History

  • Eastern Bridal Fair: Annual Event
  • Exhibition at the Tala Game Reserve in association with Amanda Tersian
  • Miss SA India Pageant
  • Cosmopolitan “Jewels“ Magazine: Jewellery featured in “Belle Epoch“
  • Nedbank Eastern Bridal Fair
  • Durban Fashion Week in association with Nadine Designs
  • Exhibition at Venue Skyybar
  • Cocktail Party at The Crescent
  • Journalist for a Monthly Column “Gem & Jewels“ in SA India Magazine by Yuvati Shah
  • Durban Fashion Week, teamed with Pregasen Govender of Red Envy
  • JewelART Exhibition in collaboration with internationally renowned artist, Steve Mandy at the Grillroom Cafe
  • Ela Gandhi JewelART presentation in collaboration with Imax’s movie Mystic India
  • Nedbank Eastern Bridal Fair
  • Sponsor and judge for the Miss KZN SA
  • Sponsor and judge for the national Miss tourism SA and Miss International Tourism pageants
  • May-Feb: Launching a new Diamond Collection
  • Promotion Eastern Mosaic, SABC 2 “Scintillating six“ Competition
  • JewelART Exhibition at FNB / Eastern MOsaic Diwali Festival of Lights
  • Will be launching new concept store
  • Opening of new concept store at Royal Palm Hotel – Health and Skincare Spa with luxury private jewellery showroom
  • Sponsored prizes for Eastern Mosaic’s Eternally Hers Competition
  • Launched the unisex Neera Jewellery Collection
  • Sponsored prizes for Eastern Mosaic’s 9th Birthday Competition
  • Sponsored prizes for Easter Mosaic’s Green Go Competition
  • Cocktail evening at the Royal Pal Hotel to introduce new ranges created
  • Introduced new colour gemstone jewellery range at the Sunday Times Eastern Bridal Fair
  • Launched new Bridal Jewellery Collection at the Sunday Times Bridal Fair
  • Launched fully fledged jewellery showroom at the Royal Palm Hotel
  • Sponsored prizes to raise funds for charity with Soroptomist International, Durban Club
  • Launched new loyalty programme for jewellery clients. Complimentary spa treatments with jewellery purchases
  • Advertising and competition sponsorship on DSTV, Saffron channel for the month of February