Hi, I’m Keyur Sojitra - founder of Aetiketi, together with my college best friend, Mohit (Co-Founder). While running my first e-commerce venture during our collage days, I began wondering: what do women truly cherish? A deep dive into market trends revealed one clear winner—jewelry—as a timeless favorite among women across age groups and styles. Energized by this insight, I set my sights on something fresh: launching a brand focused on affordable, trendy, Pinterest-worthy jewelry.

When I shared this vision with Mohit, his eyes lit up. He loved it. And just like that—between study sessions and chai breaks—Aetiketi (ATKT) was born.