About us

Dira [pronounced deera] is a universal label in fine jewellery that is most trusted for its high-quality, aesthetic appeal, ethical practices and reasonable prices.  

The label has its origins in London. The city's great historical and cultural heritage, diverse people and cultures and an inclusive and progressive approach to the future has inspired Dira's founders - Divya and Rahmat - who live and work in London.

Divya, a PhD in media and politics and a former journalist, and Rahmat, an economics and management graduate and a former anti-corruption compliance consultant, have spent years loving poetry and designing jewellery for friends. With Dira they decided to turn their love and hobby into a vocation. 

We work primarily with 18K gold and natural gemstones which are sourced conscientiously from established and government-approved vendors. Our designs are inspired from jewellery and art of various civilisations and eras and are handcrafted in Jaipur, Mumbai, Calcutta and Patna by artisans carrying forward a traditional skill, a legacy handed-down generations, keeping the art of hand-made jewellery alive.   

Rahmat (left) and Divya (right) at an exhibition at Grosvenor House Hotel in London (January, 2020).

CORE VALUES

Articulated by the founders and with the mission to uphold equality and diversity in everything we do, Dira's six core values are at the core of our existence.

Integrity: We are honest to ourselves and to each other and set the highest standards of integrity in our business dealings with customers, business partners and third parties. Our business practices are ethical, transparent and meet the most stringent compliance standards internationally.

Inclusiveness: It is our constant endeavor to continue to excel at creating an environment where every individual feels welcome and included – be it our customers, employees, business partners or the local community. We stand for equality and do not differentiate anyone on any basis (be it color, caste, class, gender, nationality, identity, physical attributes or sexual orientation). We strive to create jewellery for all genders and sexual orientations.

Client-centricity: We are committed to exceeding the expectations of our clients and keep client requirements at the centre of our existence. Based on research, design and development, we have created a number of designs for clients to choose from, however, we also develop and create bespoke pieces for clients.

Creativity: We thrive on creative ideas, a value not just limited to innovation in our product portfolio but also implementable in every business process and activity we engage in.

Compassion: We value compassion and kindness towards ourselves, towards each other, towards the community and towards the environment. We have pledged to contribute materially (2.5% of our corporate annual savings) and behaviorally towards the well-being of humans, animals and environments that surround us.   

Hard work: Hard work can never go out of fashion. We stand committed to individuals across our business who exhibit this value. 

CORPORATE INFORMATION

Dira London Private Limited is a company incorporated and registered in England and Wales, company number: 12173808.

The Company's registered address is at 34 Southborough Rd, Bickley, Bromley BR1 2EB.

Dira and Dira London are registered trademarks of Dira London Private Limited.

Dira London Private Limited is a member of the prestigious National Association of Jewellers (NAJ) in the United Kingdom, committing fully to NAJ's Code of Conduct of honesty, integrity and professionalism. 

What this means for you is that you can trust us to describe our products and services accurately, abstain from any conduct or practice that may mislead you, act responsibly and sustainably to support the standards of the Responsible Jewellery Council, and deal with any complaints in a timely and fair manner.

You can find our profile on NAJ's website.