Founder and Creative Director, Neelu, is a California licensed attorney in private practice and a GIA diamond professional based in Los Angeles who designs modern and exotic, fine jewelry using all natural, Kimberley Process Certified conflict-free diamonds. The diamonds originate from ethical sources around the world that protect human rights and promote peaceful environments.

Each piece with precious stones is marked with the Neelu signature green emerald. Every signature gem is of high grade and quality with vibrant tonal saturation, maximizing the total emerald value. These deep green emeralds are all natural and primarily sourced from Colombia and Brazil. Historically, several eastern cultures commonly recognized the emerald to signify growth, peace, and balance, inspiring the chosen properties for the line. 

Since the launch in 2018, Neelu has showcased at London Fashion Week and has been widely featured in several publications including Harper’s Bazaar, British Vogue, British GQ, Vanity Fair, Sophisticated Living, Brides Magazine and House & Garden Magazine. Neelu was a Silver Partner of the National Film and Television Awards 2019 held in Los Angeles, California; Neelu promoted and sponsored the Best Newcomer category.

The Neelu Halo Bracelet is featured in Billie Eilish's "Bury a Friend" music video, ranking #14 on the Billboard 100 list the week it was released. The line is currently available online, in two retail stores in New York and one retail store in London.