About Us

Our Brand Story

Kare Kraft began with a belief about jewellery: that it is a reflection of identity, heritage and self-expression, and should never ask a woman to become someone else.

That belief has outgrown jewellery. A woman's identity isn't only in what she wears. It's in the home she keeps and the small rituals that belong only to her. Today Kare Kraft is a house of three worlds, each made with the same care, each rooted in Indian heritage and shaped for the way women live now.

Our Three Worlds

Kare Kraft Jewellery. Where it began. Handcrafted Indian jewellery that honours traditional techniques and motifs, from everyday pieces to heirloom bridal sets. Refined in proportion, made to be worn rather than displayed.

Rubaroo. Home décor and lifestyle objects, curated with a personal eye. Rubaroo means “face to face”: spaces that feel like the person who lives in them.

Rooh. Handmade, Ayurveda-inspired skincare by Reena Kalra, made by her own hands from natural ingredients. Rooh means “soul”. Launching soon.

Our Craft

Across all three, we start in the same place: skilled hands, traditional knowledge, and a refusal to rush. Our jewellery is handcrafted by artisans who have mastered age-old techniques. Rooh is made by Reena herself, by hand, inspired by Ayurveda. Rubaroo is chosen with the same eye for detail, for pieces with character that are made to be lived with.

About the Founders

Kare Kraft was born from two instincts meeting at the right moment: a deep respect for Indian craftsmanship, and an understanding of how to build something real around it.

Reena Kalra leads design and product. She saw a quiet gap in Indian jewellery: rich in heritage, but often made to impress rather than to belong. Her sensitivity to proportion and restraint shaped the jewellery, guides Rubaroo, and is in everything she makes by hand for Rooh.

Prerna Kalra leads brand and growth. With an MA in Strategic Fashion Marketing from London College of Fashion and experience across luxury partnerships and e-commerce in India, Singapore and the UK, she has taken Kare Kraft from its first D2C days to marketplaces including Nykaa Fashion and AJIO Luxe.

Together they built Kare Kraft on a simple belief: what a woman wears, lives with and uses every day should celebrate her confidence and inner radiance, not define it. It should feel personal, expressive and natural, letting tradition become an extension of self rather than a costume.

Our Promise

To our community, we promise:

• Exceptional quality that speaks through craftsmanship and simplicity.
• Designs and objects that celebrate your individuality.
• Honesty about how and where each thing is made.
• Thoughtful growth without compromising our values.
• Things made with care, intention and lasting meaning.

Join us as we craft more than jewellery: companions for the whole of your life. This is more than fashion. This is Kare Kraft.