Director, Fedha by Challani  |  Founder, Pitureart

Chennai · Pondicherry · Madurai · Ships Worldwide

I AM SHRUTHI CHALLANI

Entrepreneur · Artist · Creative Director

I am two things at once — and I would not have it any other way.

I am Shruthi Challani — an entrepreneur artist building two creative worlds from the heart of South India. I am the director of Fedha by Challani, a pure 925 silver jewellery brand known for meticulous craftsmanship and timeless design across Chennai, Pondicherry, and Madurai. And I am the artist and founder of Pitureart — a fine art practice I have built from the soul up, exhibited in Mumbai and Delhi, and trusted by collectors worldwide.

Welcome to my world. I am glad you are here.

[  EXPLORE MY SILVER JEWELLERY  ]   [  DISCOVER MY ART  ]

My Two Worlds. One Creative Vision.

I Refuse to Choose Between Art and Business

People often ask me how I manage both — a jewellery brand and a fine art practice. The truth is, I do not experience them as separate. As an entrepreneur artist, I bring the same depth of care, the same insistence on quality, and the same creative intentionality to a silver ring as I do to an oil painting on canvas. Both are expressions of the same belief: that beautiful things, made with human hands and genuine purpose, have the power to change how people feel.

I built Fedha by Challani because I believed that pure silver jewellery deserved to be presented as the luxury it truly is. I built Pitureart because I discovered, unexpectedly and irreversibly, that I was an artist — and I was not willing to keep that discovery to myself.

What Drives Everything I Do

Craft is my language. Whether I am directing a new Fedha collection in silver or layering oil paint on canvas in my studio, I am doing the same thing: making something that did not exist before, with care that the person who receives it can feel. That is who I am as an entrepreneur artist in India — and it is the foundation of everything on this website.

SILVER JEWELLERY BRAND 

Fedha by Challani — My Pure 925 Silver Jewellery House
Why I Built Fedha
I named my jewellery brand Fedha — the Swahili word for silver — because I wanted the name itself to carry a sense of the global and the rare. Silver is not a compromise. It is a choice. And when that silver is pure 925, gold-finished, and crafted with the kind of attention that makes every piece feel singular — it becomes something worth choosing intentionally.
As the creative director of Fedha by Challani, I oversee every element of the brand — from the concept behind each collection to the experience a customer has when they walk into one of my stores in Chennai, Pondicherry, or Madurai. With over 38,000 followers and 1,526 pieces shared, I am proud of what Fedha has become: a trusted name in pure silver jewellery across South India.
What You Will Find at Fedha
• Pure 925 sterling silver — hallmarked, authenticated, enduring
• Gold-finished jewellery crafted with meticulous artisan detail
• Temple jewellery collections rooted in India’s classical heritage
• Contemporary silhouettes designed for the modern Indian woman
• Flagship stores in Chennai, Pondicherry, and Madurai

My Promise with Every Fedha Piece
Every piece I put my name on through Fedha is a piece I would wear myself. That is my promise. I do not design for trends. I design for the woman who has a genuine relationship with what she wears — who wants her jewellery to mean something, to last, and to feel like it was made for her. That is who I make for. Every single time.
[ EXPLORE MY SILVER JEWELLERY COLLECTION ]

MY FINE ART PRACTICE
Pitureart — My Art, My Voice, My Canvas
How My Art Journey Began
I did not grow up thinking I was an artist. My journey into painting began unexpectedly — while guiding my daughter across a canvas, something woke up in me. A precision of eye I had never named. A hunger for expression I had never known I had. From that day, I painted. I could not stop.
I built Pitureart as a brand because I wanted my art to reach further than a single exhibition wall. Today, Pitureart is a growing fine art practice — spanning oil painting, acrylic, texture art, tonalism, charcoal, miniature, and personalised portrait commissions. My work has been exhibited at the Indian Art Festival 2024 and 2025 in Mumbai, the Mumbai Art Fair 2024, and is available to collectors worldwide through my website and Saatchi Art.
The Art I Make
I am a contemporary realist artist. My deepest inspiration comes from the Renaissance and Baroque masters — their command of light, their layered technique, their ability to make paint feel like life. I draw from those traditions and filter them through my own experience: the colours of Chennai, the emotions of everyday human connection, the quiet poetry I find in still lifes and seascapes and the faces of people I love.
Every painting I create through Pitureart is a journey into meaning. I do not make decorative work. I make work that carries something — a feeling, a story, a moment of recognition — that stays with the person who lives with it.
80+ Collectors. Open for Commissions.
More than 80 collectors globally own original Pitureart works. I am honoured by every one of them. And I am always open to commissions — if you have a portrait, a memory, or a vision you would like translated into an original oil painting, I would love to create it for you. Every commission is a genuine collaboration, and every piece I deliver is fully, irreversibly original.
[ VIEW MY ART GALLERY ] [ COMMISSION AN ORIGINAL PAINTING ]