“They are one of the best advertising,” says the Mayfair-based designer, whose work has been embraced by rappers such as Nines, Skrapz and their fellow Ice City Boyz. Mentioned in “Same Way”, a track from Nines’s Crop Circle album, Chiefer saw a jump in consideration after the collective started wearing his bussdown diamond pendants. “Those went viral as a result of no one was doing that type of custom work,” says Chiefer. Giva has secured Rs 270 crore in Series B funding, led by Premji Invest. With a doubled valuation since its earlier funding, Giva plans to broaden into new segments, specializing in nice silver jewelry.
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