Shilpa Shetty Launches Jewelry Company Satyug Gold

Shilpa Shetty and Raj Kundra at Satyug Gold Launch Event

Shilpa Shetty, actress, fitness expert, IPL cricket team owner, production house owner, and proud wife and mother has now expanded her personal empire with Satyug Gold, a gold bullion and jewelry company.

“It is a very very proud moment for me because it is one of the most ambitious ventures that we have had and it is coming true,” Shetty told reporters. “It sounds really unbelievable. This was the only area that we had not covered. So we are in the gold business now.”

A common celebrity custom is to design a limited edition collection for an existing (and established) jeweler – but Shetty has taken the tradition a step further. While she does plan to design a jewelry line, the goal is that Satyug Gold, in association with the Indian Bullion and Jewellers Association, will enable the purchase of 24-karat gold bullion at 37 percent less than the market price.

The venture began with less than humble roots, and has already branched out to 7 cities – Mumbai, Delhi, Jaipur, Ahmedabad, Pune, Chandigarh, and Ludhiana. It is likely only a matter of time before Shetty considers expanding internationally.

At Satyug Gold’s launch, Shetty was ready to display the company’s current merchandise. Satyug Gold debuted 12 creatively designed evil eye charms made of 22 karat gold, and revealed its own minted, 24 karat (999) purity gold coins in different sizes (“Apt for gifting,” as described by Shetty).

Shetty sits in on the board as a chairperson, and her husband Raj Kundra, also a businessman, holds the title of CEO. As he spoke about the company, he described the creative approach to naming the business.

“Satyug in Hinduism is the ‘Yuga or Era of Truth,’ when humanity was governed by Gods, and every manifestation or work was close to the purest ideal and rooted in goodness,” Kundra stated. “This era was also referred to as the ‘Golden Age.’ Where a commitment was a commitment and was honored at any cost. That is exactly what our philosophy is at Satyug Gold. I have been employed by my wife as CEO of the company she has promised to pay me in kind because she believes financially I am unaffordable. Jokes apart I have been trading precious metals for the last 15 years it’s what I know best and am looking forward to making Satyug the one stop Gold Shop for all.”

Does this power couple, their ambitions, and their company impress you? If not now, perhaps time will tell. Shilpa Shetty is a true businesswoman. We wish her luck with her venture, and look forward to seeing her jewelry designs when they debut!