Reincarnation
The gold you never wear is the piece you have been looking for.
Amarkosh rebuilds the gold you inherited but rarely touch into a piece you will actually wear, often paid for in large part by the gold you already hold.
Write to Utsav How it worksWhy not exchange
Wealth you own, and cannot wear.
You cannot give it away. It carries a person.
You cannot wear it. It was made for another era.
So it sits in a locker, and you pay rent to keep it there.
30 to 40%
of the value is commonly lost to deductions and making charges when a jeweller exchanges old gold for new.
We do not exchange. We refine. Your gold stays yours, by weight, at every stage, less a small refining charge.
In his words
What is Reincarnation?
Utsav Parasrampuria, Custodian
How it works
Four movements, in this order.
Nothing is skipped and nothing is rushed. Nothing irreversible happens without your written approval.
- i
The meeting
Bring what you hold to our Mumbai studio, or show it to Utsav on video. He tells you plainly what it could become, and whether Reincarnation is right for it. There is no charge for the meeting.
- ii
The design
If you go ahead, a design retainer of ₹50,000 begins the work, adjusted against your final commission. Your piece is drawn around your gold and your life, then printed in resin and sent to you to wear. Nothing is cast until you approve it.
- iii
The purification
Your jewellery travels by insured armoured carrier, covered for 110 per cent of its value. It is opened, weighed and dismantled on camera, and every stone is recorded in your file. With your written authorisation, the gold is refined to 24K, and its purity is confirmed by an independent laboratory assay.
- iv
The rebirth
Cast, set, finished and certified, then delivered with the complete record of its transformation.
From the files
Dr Mayuri, Mumbai.
Earrings, charms and freshwater pearl strands, unworn for more than ten years. Every figure below is from her signed intake and the independent assay.
- Received
- 45.862 g
- Pure gold recovered
- 28.350 g
- Used in her new piece
- 12.000 g
Gross weight, with stones and pearls.
24K, after refining. Silver solder in the old pieces accounted for the difference.
A pearl and diamond bracelet carrying her original pearls.
The balance of her own gold paid for the diamonds and the work, and what remained was returned to her.
Dr Mayuri, in her own words
The Custodian
Utsav Parasrampuria
GIA Certified Diamond Grader
Utsav grew up inside the house his mother founded in 1991, and has spent his working life watching women live with the gap between what they own and what they can wear.
“My mother said it first: women have so much in their lockers, but they have nothing to wear.”
Every Reincarnation commission is assessed, designed and overseen by him personally. The house behind it
It is for you if
- You have inherited jewellery you love in sentiment but cannot wear in your life today.
- You have bridal jewellery worth lakhs that has been worn a handful of times and sat untouched since.
- You live abroad, with gold in a locker in India that you visit once a year.
- You want to see your legacy worn and celebrated while you are here to see it.
- You think of your gold as an asset, and want it working rather than waiting.
It is not for you if
- Changing the piece still brings more grief than relief. Come back when you are ready; we will be here.
- You have a wedding in less than ninety days. We do not compress the work for a deadline.
Questions
Asked before you did.
Will my stones come back to me?
Your jewellery is opened on camera the moment it arrives. Every piece is weighed and documented, and every stone recorded, before anything is touched. You receive that record and sign it before dismantling begins, and it is checked again at the end. What went in is what comes out.
Am I erasing my mother by changing her jewellery?
You are doing the opposite. The shape she gave it was a product of her time; the gold was the gift. Carried into a piece you wear, her gold comes back into your life instead of waiting in a locker.
I live abroad. How does this work?
Entirely at a distance. Your jewellery is collected by insured armoured carrier, covered for 110 per cent of its value. The meeting happens on video, the resin model is sent to you, and you approve it on video before anything is cast in Mumbai. You never need to visit the studio.
What if I do not like the design?
You will wear it before it exists. The design is printed in resin and sent to you, so you can check the length, the fall and the weight. If anything needs to change, it changes before the gold is touched. If you do not love it, we do not make it.
What will it cost?
The design retainer is ₹50,000. It is adjusted against your final commission, and it is not refundable if you choose not to go ahead after the design stage. Beyond that, the cost depends on your gold and what it becomes, which is exactly what the meeting establishes, so that any figure is grounded in your actual pieces rather than a guess.
Begin with a conversation.
Write to Utsav on WhatsApp, and tell him what you hold and what you would wear. He answers every message himself.
Write to UtsavHeld in confidence. Nothing is ever published without your permission, and you will never be added to a group or a list.