Ella Stein Jewelry was founded by Adi Choksi who grew up in India around his family's diamond manufacturing business. When he entered the business himself, it didn't sit well with him how high companies marked up the jewelry at retail.
After Adi and his wife welcomed twins, and one of them was a girl, he started thinking deeply about India's cultural norms that dictated only his son would enter his business. What about his daughter? Shouldn't she have the same opportunities as her brother? Surrounded by strong women his entire life who he admired deeply, he decided to challenge the status quo and create a brand to empower Ella and uplift other local women.