Her Story's new identity as ANEKA bridges tradition and modern values in luxury jewellery

In an evolving market for luxury jewellery, Her Story changing its name to ANEKA reflects a commitment to wider representation

Jewellery has long been a powerful medium for personal expression, allowing individuals to share aspects of their identity, culture, and values. Whether it’s an heirloom passed down through generations or a diamond pendant gifted to celebrate oneself, each piece often carries deep personal significance.

As identity and self-expression become paramount, the world of fine jewellery finds itself at a fascinating juncture, where traditional craftsmanship intersects with modern values. This evolution is exemplified by modern luxury jewellery maison Her Story changing its name to ANEKA. ​​

While the brand may have changed its name, the core ethos remains steadfast: to honour human values like passion, empathy and positive impact, through collections inspired by real stories. ANEKA’s transition to a global presence is simply a celebration of ideas that transcend borders—an invitation to experience luxury that is both universally relevant and culturally accessible. Philippe Nobile, Chairman of ANEKA, describes the brand’s new identity as "a deeply philosophical name that questions the role of the individual within the collective," derived from the Sanskrit words "anek" (many) and "ek" (one). This nuanced identity resonates with consumers who have increasingly begun to seek brands that represent a spectrum of identities and experiences.

In today's market, representation is more than just a buzzword; it's a critical component of brand strategy. Deloitte's research underscores this, revealing that 57 per cent of consumers—particularly Gen Z and millennials—choose brands that address social inequities. For ANEKA, this reflects in their expanded product offerings, which will include jewellery designed for men, challenging traditional gender norms within the luxury sector.

This move is also part of a broader shift seen in the luxury sector towards greater inclusivity, which has proven to be financially beneficial for many. McKinsey reports that companies with diverse executive teams are 36 per cent more likely to outperform their peers financially, highlighting the business case for diversity.

Her Story changing its name to ANEKA to kick off its global expansion marks a transformative moment for the brand, showcasing a deeper commitment to mindfulness, representation and contemporary values. The brand is also committed to sustainability, with a goal to achieve carbon neutrality by 2025. "ANEKA’s raison d’etre is to create meaning and positive impact, both by action and as a source of inspiration for others," says Brand Director Sitanshi Talati-Parikh, emphasising their commitment to create meaning and a sense of belonging, for everyone.

ANEKA's approach is significant in this changing landscape, where inclusivity and ethical practices are becoming key differentiators.

This shift is driven by a market that values corporate responsibility. Brands that integrate these principles into their core business strategies, rather than treating them as mere marketing tactics, are better positioned to meet consumer demands and set new benchmarks for success in an increasingly competitive and conscious marketplace. As part of its global expansion, ANEKA opened its first boutique at the luxury department store Le Printemps Haussmann in Paris in April 2024. The brand plans to expand further into the United Arab Emirates and the United States later this year, broadening its reach and fostering cross-cultural dialogue. CEO Ankit Mehta states that this expansion is about more than just physical presence; it is about building a modern, global brand that thoughtfully connects with people—a journey ANEKA seems well-prepared to continue.

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