Both of DK and Namrata’s daughters, Diva and Nysa, have long played a starring role in the narrative of their brand. More than milestones that punctuated their journey from newlyweds to co-owners of a thriving business, the auspicious timing of their daughters’ births underscores the couple’s shared belief in omens and destiny. In their own individual ways, both Diva and Nysa entering the world cemented the couple’s determination to persevere, even amidst challenges and uncertainty.

Telling me they never pressured their kids to join the family business, when Diva decided to come on board back in January of this year, they say they couldn’t be happier. “It wasn’t part of some big plan, but we definitely always felt that whatever we were building, we were building it for our kids,” they explain. “Even when choosing our retail partners, we ask ourselves, ‘Could our daughters work with them? Are we building the right relationships?’”

Their thoughtfulness and intention played a big part in Diva deciding to make the switch from doctor-tract to jewelry. “They have so many relationships in the industry, whenever I’m with them I can step into their world and know I’m already trusted and respected,” Diva said. She also values the mentorship her parents give her, their willingness to share their knowledge and experience, their ongoing support and encouragement.

Suddenly aware of how hard her parents have always worked, she exclaims, “They are always working! There is never a time they are not working. I’m starting to see how much goes into a business, and how much goes into making even a single piece of jewelry. Balancing creativity and business logistics is not easy, and while I’ve been surrounded by it my entire life, I appreciate it more now and feel my responsibility for carrying it forward.”

Noting the strong foundation that’s already been built, from exceptional designs and loyal clientele to a strong reputation for quality craftsmanship, Diva doesn’t want to reinvent the wheel, she says, but she’s excited to give it a new spin. “I want to keep the brand DNA while building a more cohesive brand identity and finding unique ways to share our story that will resonate with a new, younger audience; I want to create emotional connections through digital storytelling and new marketing campaigns that are instantly identifiable as SYNA.”

Eventually, the future Graduate Gemologist also hopes to feel confident and experienced enough to incorporated higher stones into the designs, not across the board, but in smaller, capsule collections. Her parents are equally excited by the possibilities of her contributions, “We want her to do more than we’ve done, we want her to go to the next step, whatever it is, to do more than we’re already doing.”

Though relatively new, the addition of a third into their dynamic has already had an effect. “It’s been the two of us this whole time and we agree on everything, so Diva coming in with an outside perspective allows us to think in ways we wouldn’t have before. It’s like opening a door, you find out there’s so much to do.”

Often finding themselves singular of mind, Namrata said, “We didn’t ever brainstorm before, it wasn’t even a concept, DK and I are two very similar people. Suddenly, we’re always brainstorming something, it’s become a collective decision to do this or do that.”