I AM SHRUTHI CHALLANI

Entrepreneur · Artist · Director · Founder I have built two worlds — and they are both mine. I am Shruthi Challani — an entrepreneur artist. I am the creative director behind Fedha by Challani, one of South India’s most trusted names in pure 925 silver jewellery, with flagship stores across Chennai, Pondicherry, and Madurai. And I am the artist and founder behind Pitureart — a fine art practice I have grown from a single unexpected moment of discovery into a nationally recognised body of work, exhibited in Mumbai and Delhi and collected worldwide. This page is where I tell you who I am — not just what I do.

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How I Became an Entrepreneur Artist

The Artist I Did Not Know I Was I did not grow up with a plan to become an artist. My journey into painting began in one of the most ordinary and extraordinary moments a mother can have — sitting beside my daughter as she worked on a canvas, guiding her brush, and suddenly feeling something shift in myself. Something woke up that day. A passion I did not have the vocabulary for. A need to make something of my own. I began painting. I experimented — acrylics, oil, charcoal, texture, tonalism. I studied the Renaissance and Baroque masters and felt the pull of their discipline: their command of light, their commitment to layered depth, their ability to make paint carry meaning. I found my voice as a contemporary realist artist and I began building Pitureart around it. The Entrepreneur Who Was Already There Alongside the emergence of the artist in me, there was always the entrepreneur. I am the kind of person who sees a gap and wants to fill it with something beautiful and well-made. I co-founded Fedha by Challani because I saw that pure silver jewellery — genuine, hallmarked, crafted with real artisan skill — was not being presented or experienced the way it deserved to be. I wanted to change that. Today, Fedha by Challani is a brand I am deeply proud of. With a community of over 38,000 followers and stores across three cities, Fedha stands for one thing: pure silver jewellery made with intention and sold with integrity. Why I Hold Both People sometimes ask me if it is difficult to be both an entrepreneur and an artist. My honest answer is that I cannot imagine being only one. The discipline of running Fedha — its creative standards, its customer experience, its consistency — makes me a more rigorous and purposeful artist. The freedom of making art through Pitureart — the permission to experiment, to feel, to follow instinct — makes me a more imaginative and expressive creative director. I am better at both because I do both. That is the gift of being an entrepreneur artist.

Fedha by Challani — What I Built in Silver

Why I Named It Fedha Fedha is the Swahili word for silver. I chose it because I wanted the name to feel as rare and considered as the jewellery itself — global in its reference, quiet in its confidence. When I say Fedha by Challani, I want the name alone to communicate that this is not ordinary jewellery. This is pure 925 silver, gold-finished, crafted with the kind of meticulous care that makes a piece feel singular. My Role as Creative Director As the director of Fedha by Challani, I am responsible for the creative vision of the brand. Every collection begins with a concept I develop — a word, a feeling, a cultural reference — and I guide that concept through design, prototyping, production, and presentation. My stores in Chennai, Pondicherry, and Madurai each carry this vision: a jewellery experience that feels elevated, personal, and worth choosing with care. What Fedha by Challani Offers • Pure 925 sterling silver — hallmarked and authenticated • Gold-finished jewellery with meticulous artisan craftsmanship • Temple jewellery honouring India’s classical jewellery heritage • Contemporary designs for the intentional modern woman • Three flagship locations — Chennai, Pondicherry, Madurai • 38,000+ community members and growing [ EXPLORE FEDHA BY CHALLANI ]

"I believe that there is no universal approach to therapy. I tailor high quality sessions specifically for each client, to reflect his or her individual personality and needs."

— MY FINE ART PRACTICE — PITUREART

WHAT PITUREART IS?
Pitureart is my fine art practice — the place where I am most fully, most purely myself. The name is a fusion of ‘pitura’, meaning painting, and ‘art’. It is simple and direct, like the work: no pretension, just craft and feeling. Through Pitureart, I create original oil paintings, acrylics, texture art, tonalistic works, charcoal pieces, miniature paintings, and personalised oil portrait commissions.
The Art I Am Most Drawn To
I am a contemporary realist artist. My greatest influences are the Old Masters of the Renaissance and Baroque — Caravaggio’s light, Vermeer’s stillness, the narrative depth of painters who made every surface carry meaning. I take what I have learned from studying their work and translate it through my own lens: the light of Chennai, the textures of Indian daily life, the emotional weight of human faces and hands and quiet moments.
I paint still lifes and seascapes that hold symbolic meaning. I paint figures and portraits that carry stories. I paint abstract forms that are actually very specific — specific emotions, specific memories, specific moments of recognition. Art, for me, is never decoration. It is always communication.
My Exhibitions and Recognition
• Indian Art Festival 2024 — Mumbai (Featured Artist)
• Mumbai Art Fair 2024 — Exhibited
• Indian Art Festival 2025 — Mumbai (Returned by invitation)
• Business Style Award — Style Bazaar Designer & Lifestyle Exhibition
• Best Excellent Performing Artist — Indian Contest 2023
• Listed on Saatchi Art — world’s leading online art marketplace
• 80+ collectors worldwide — ships internationally

Commissions — A Painting Made for You
Some of the most meaningful work I have created has been through commissions. When someone trusts me to paint a portrait of a person they love, or to create an original work for a space that matters to them, that is a profound responsibility — and one I take entirely seriously. Every commission I accept is a genuine creative collaboration, and the finished piece belongs, completely and only, to the person I made it for.
If you have an idea for a commission — a portrait, a memory, a scene — I would love to hear from you.
[ VIEW MY ART GALLERY ] [ COMMISSION A PAINTING ]

WHAT I BELIEVE

My Philosophy as an Entrepreneur Artist

I Believe in Making Things That Last

Whether it is a pure silver ring or an oil painting, I make things I want to last. Not just physically — though that matters — but emotionally. I want the person who wears a Fedha piece or hangs a Pitureart painting to feel, years from now, that it still belongs with them. That it still says something true. That is what I am aiming for every time I create something.

I Believe Craft Is a Form of Honesty

There are shortcuts available in every creative business. I do not take them. Not at Fedha, not at Pitureart. The quality of what I make is how I communicate what I value — and I value the people who trust me with their money, their walls, their bodies, their spaces. Craft, for me, is how I honour that trust..

I Believe in the Power of Being Both

I am an entrepreneur and I am an artist. I do not hide either identity for the sake of the other. I believe the combination is what makes me distinctive — and I believe it is possible for anyone who loves to make things to build something real and sustaining around that love. My own life is the evidence I offer for that belief.

Explore My Work — Or Say Hello

My jewellery is waiting for you at Fedha by Challani. My art is waiting for you at Pitureart. My story continues in my blog. And I am always reachable — for commissions, collaborations, or simply a conversation about craft.

[ FEDHA SILVER JEWELLERY ] [ PITUREART GALLERY ] [ MY BLOG ] [ CONTACT ME ]

Stay In Touch

Office

19 Raghuviah road,tnagar,chennai,india

Phone Number

9791090602

Email

shruthichallani@gmail.com