DE’ANMA is an Indian jewellery brand that epitomizes simplicity and refinement in its designs. Founded by Priyanka Desai, a fashion designer seeking accessories to perfectly complement her creations, their mission is to promote a ‘less is more’ ethos. We’re in conversation with the founder on crafting jewellery that embodies minimalist, precise and structured designs. They aim to seamlessly blend traditional craftsmanship with contemporary methods, ensuring each piece reflects unparalleled quality and attention to detail.
At its core, the brand treats minimalism as a process of refinement, removing the unnecessary until only what truly belongs remains. Crafted primarily in brass, DE’ANMA jewellery is designed to integrate smoothly into everyday life, allowing the material, structure, and the wearer to bring meaning to each piece.
How DE’ANMA come into being? Take us all the way back to the beginning.
DE’ANMA came into being while I was studying fashion design. While designing garments, I was constantly searching for accessories that could sit quietly with the clothes, pieces that felt intentional without overpowering the form. Most available options felt either too ornate or too trend-driven, which led me to start designing my own.
In the very beginning, this exploration took shape through ceramic jewelry. Ceramics allowed for experimentation with form, texture, and volume, and played an important role in understanding scale and structure. Over time, however, the material felt limiting for everyday wear. That shift led to brass. Its strength, flexibility, and durability made it more aligned with how the jewelry was meant to be worn regularly, over long periods of time. As the material changed, the language of the brand became clearer and more focused. What began as a personal design solution slowly evolved into DE’ANMA, a brand rooted in minimalism, precision, and the belief that simplicity, when thoughtfully executed, can endure.
What does minimalism mean to you, and what draws you to it?
To me, minimalism is not about doing less for the sake of it. It’s about clarity. It’s the process of removing what’s unnecessary until only what truly belongs remains. Every line, curve, and proportion has to earn its place. When something is minimal, there’s nowhere to hide. Form, balance, and craftsmanship become everything. What draws me to minimalism is its honesty. It allows the material to speak, the structure to be felt, and the wearer to bring their own meaning to the piece. It doesn’t chase trends or demand attention, yet it has a quiet strength that lasts. In jewelry, minimalism creates space. Space for everyday wear, for longevity, and for personal expression. That restraint is what makes it powerful.
Tell us about the materials used to craft your pieces and your design process.
At DE’ANMA, brass is our primary material. We’re drawn to it for its strength and adaptability. It allows us to explore clean forms and structured designs while remaining durable and wearable. The design process is deliberate and slow. It begins with form, simple shapes, balanced proportions, and an idea of how the piece will sit on the body. From there, we refine repeatedly, stripping back anything that feels excessive. If a detail doesn’t serve a purpose, it doesn’t stay.
Prototypes are made, worn, adjusted, and reworked until the piece feels resolved. Comfort and longevity are as important as aesthetics. Every design is meant to integrate seamlessly into everyday life, not exist only as an object. What this really means is that each DE’ANMA piece is built on restraint, precision, and respect for material designed to last, and to stay relevant beyond seasons.
A lot of your pieces seem to embody geometric shapes. Could you tell us a little about this choice?
Geometry feels natural to the way we think about form. They offer clarity, balance, and structure. They’re reduced, intentional, and free of excess qualities that align closely with how DE’ANMA approaches design. Working with circles, lines, and curves allows us to focus on proportion and placement rather than ornamentation. At the same time, we’re not rigid about form.
As the brand has evolved, so has our willingness to explore softer, more organic shapes. In our fifth collection, Pause, we moved away from strict geometry and drew inspiration from stones and pebbles, forms shaped by time, pressure, and nature rather than precision. That shift was intentional. It allowed us to slow down, observe, and translate a different kind of balance into our work. Whether structured or organic, the focus remains the same: thoughtful form, restraint, and relevance.
What do you hope for someone to feel when they wear one of your pieces?
I hope they feel a lasting connection to the piece. Not something that feels tied to a moment or a phase, but jewelry they continue to reach for even years later. I want DE’ANMA pieces to age well, not just in how they look, but in how they fit into someone’s life over time. There’s a quiet comfort in wearing something often, letting it become familiar, even worn-in. That kind of use matters to me. The more a piece is worn, the more personal it becomes. More than anything, I hope the jewelry resonates long after it’s been bought. Something that still feels relevant ten years on, and is used as much as possible, not just saved away.
What are you working on currently and what’s next?
Right now, we’re focused on refining and expanding our core forms, revisiting existing designs, exploring new proportions, and developing variations that feel natural rather than forced. Alongside jewelry, there’s also an ongoing interest in creating experiences around the brand. Workshops, collaborations, and shared spaces have become an important extension of DE’ANMA, ways to engage beyond the object and invite conversation, learning, and craft into the process.
What’s next is a continued emphasis on longevity. Fewer, more considered pieces. Thoughtful additions rather than constant newness. The aim is to grow steadily while staying true to the values that shaped the brand in the first place.
Words Neeraja Srinivasan
Date 24.1.2026