Founder and Creative Director, Neelu, is a practicing attorney 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 and is also tied together by its meaning. Every signature gem is of high grade and quality with vibrant tonal saturation, maximizing the emerald value. These deep green emeralds are all natural and primarily sourced in Brazil. Historically, the emerald was commonly recognized by several cultures to signify growth, peace, and balance, also represented by the above chosen properties for the line. 

These signature verdant tones symbolize our ever evolving growth and success in our universally increasing cultural fusion. The line is a reflection of the city it was founded in and is a representation of the melting pot we currently live in today. The styles and symbols are intended to transcend women of all cultures and backgrounds while also relating to each woman on an individual level. The pieces are elegant jewelry staples, promoting positive, essential energies including balance, protection, and glamour, that each woman desires and can layer collectively for a sophisticated, modern look.