Pravins was a family run, small jewellery business based in north London and run by the Shah family. It was the vision of Sanjeev Shah the elder son of Pravin, that re-ignited their desire to build a chain of new and exciting jewellery stores and fill the gap between the 9ct gold high street traders like Ratners and the high-end 18ct Boodles.

The look and feel of the shops were glamourous, and the stock matched the look.

Unusual collections sourced by the second Shah son, Hiten, from Italy and India workshops and designed by the Pravin design team.

Creative Interpartners were commissioned to prepare their brand and the ‘touchpoints’ in each new store opened.

Every six months a new Pravins Collection was created and marketed through their website and beautifully constructed print. Their specialisation was their diamond experience and diamond cutting team based at their workshop in north London, which created collections of beautifully cut diamond engagement, wedding rings with integrated diamonds creating a single original “one-Ring”- which were often integrated, with eternity rings.

Over our twelve-year partnership, we opened many new stores for the company in major city centres like Regents Street London, Manchester Bond Street, Cardiff and newly constructed shopping malls in Bristol and Reading.