About Us
Experience jewellery of unparalleled excellence, meticulously crafted to absorb you with enduring beauty.
All shiny things are not gold and don’t need to be.
Buy high quality imitation jewellery online that combines elegance without paying a hefty amount.
A Passion for Jewelry Rooted in Tradition and Modern Elegance
Jewelry has always been more than just an accessory for me; it’s an expression of culture, identity, and personal stories passed down through generations. The passion for creating exquisite pieces of jewelry, combined with an appreciation for bold, chunky elements, led me to establish Southh by GulshaBegum in 2024. This journey, however, started long before that, rooted in a childhood spent in the coastal town of Mangalore, where jewelry wasn’t just a commodity, but a way of life. My brand is the result of a deep reverence for traditional Indian jewelry and an eagerness to reinterpret it in a way that speaks to modern sensibilities. Southh is where heritage meets contemporary elegance, creating pieces that not only appeal to today’s modern women but also honor the timeless beauty of Indian jewelry traditions.
A Childhood Surrounded by Jewelry
Growing up in Mangalore, a town steeped in rich culture, I was constantly surrounded by an undeniable love for jewelry. Every street corner, every local market seemed to have its share of jewelry stores, and it wasn’t uncommon for women to buy jewelry for every occasion—be it a festival, a family gathering, or a wedding. Jewelry, in Mangalore and many parts of India, holds a deep cultural significance. It is not merely worn as an accessory but is a part of one’s heritage, an emblem of tradition, and a symbol of status and beauty.
As a child, I was mesmerized by the intricate designs of traditional jewelry and the way women adorned themselves with pieces that were passed down through generations. The delicate gold necklaces, the intricate bangles, the radiant gemstones, and the fine detailing—it all fascinated me. Jewelry had a charm that seemed to transcend time. It told stories of love, heritage, and family, and I was determined to carry that legacy forward, albeit in my own way.
–Gulsha Begum, CEO
Bridging Tradition and Modern Elegance
Southh by GulshaBegum is a celebration of both the past and the present—a brand born out of a lifelong passion for jewelry and an unwavering admiration for Indian heritage. It evolved into a brand that resonates with women around the world who seek to embrace the richness of tradition without compromising on modern style.
In a world where fashion constantly evolves, Southh stands as a testament to the enduring beauty of Indian jewelry, reinterpreted for the contemporary woman. Every piece tells a story, and through Southh, that story continues to unfold, one piece of jewelry at a time.
