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Reviving Jadau: Amritsar’s Forgotten Jewellery Can Shape Future | Drishti Khurana | TEDxBasant Nagar

In this heartfelt talk, Drishti Khurana takes us on a journey into the world of Amritsari Jadao Jewellery — an art form that once flourished alongside Jaipur and Bikaner but is now on the brink of being forgotten. Drawing from a personal encounter with an artisan whose hands trembled with age but turned steady when they touched gold, Drishti explores how heritage crafts are not just ornaments, but living identities.She argues that reviving Jadau is not about nostalgia, but about reimagining Amritsar’s future — through artisan training, modern design partnerships, and global heritage branding. This talk is a call to see art as economy, craft as culture, and tradition as tomorrow’s strength. Born and raised in Amritsar, Drishti Khurana is a modern millennial rooted in tradition, blending heritage with contemporary luxury. With a B.Sc in Economics and a GIA diamond grading certification, she has transformed Khurana Jewellery House into a one-stop celebratory destination for jewellery, pret, and couture, while taking the brand to international markets across the Middle East and Southeast Asia. A strong advocate of Punjab’s heritage, she has collaborated with the Amritsar District Administration and Rural Development Ministry to promote traditional jewels and culture, while partnering with leading designers like Tarun Tahiliani, Amit Aggarwal, and Dolly J. Recognized as Women Entrepreneur of the Year and recipient of Best Luxury Retail Store 2023-24, she has hosted over 60 luxury pop-ups, mentored students in retail management, and championed climate awareness and women-led initiatives. Drishti’s journey is one of innovation, elegance, and purpose. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx

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