Change Fashion Group, established in 2008 in United Arab Emirates has successfully revived the concept of traditional jewellery and spread the variety particularly of Indian Jewellery across the world under its own brand “Daagina” which signifies women pride for her beautiful jewellery

In 2022 Change Fashion UK Ltd was formed to bring the rich, colorful heritage of Indian Jewellery and fashion accessories to the heart of London. Our collection celebrates the fusion of tradition, beauty, and artistry, offering an exquisite range of handcrafted jewellery that speaks to the soul. From intricate necklaces to statement earrings, delicate bangles, and iconic rings, each piece in our collection tells a story of craftsmanship passed down through generations.

We are always striving to get the latest designs and as such you will notice our stock levels for each item is minimal. This way we can restock with the latest designs and not try and sell you old designs. The secret of our success lies in the core values of our company. We strongly agree with the view that – Only a quality conscious company can rule the hearts of its customers. Based on this business philosophy, we have reached this height of success and the same will continue.

Our Story

Daagina brand was born out of a passion for showcasing the timeless elegance and intricate artistry of Indian jewellery in UAE and the UK. We understand that jewellery is not just an accessory; it is a reflection of culture, heritage, and personal style. Our vision is to bridge the gap between traditional Indian craftsmanship and modern fashion trends, offering pieces that are perfect for any occasion—whether it’s a wedding, festival, or everyday elegance.

In every piece of jewellery, we aim to preserve the beauty of Indian craftsmanship, while ensuring it resonates with the contemporary tastes of today’s fashion-forward customer. Our curated collection offers something for everyone, whether you’re looking for a bold statement piece or a subtle, understated design.

Our Jewellery – Where Tradition Meets Style

Indian jewellery has a long and illustrious history that spans thousands of years, and at Change Fashion, we honour this legacy with every creation. Each piece is crafted with meticulous attention to detail, blending traditional techniques such as Kundan, Meenakari, Polki, and Temple jewellery with modern sensibilities. Our jewellery is designed to not only enhance your beauty but also to tell the stories of India’s diverse cultures, from the royal courts to village artisans.

Whether it’s the intricate designs of our bridal jewellery, the timeless elegance of our gold and silver polished pieces, or the vibrant colours of our gemstone-adorned accessories, we ensures that every item exudes luxury and refinement.

Why Choose Daagina brand jewellery?

• Authentic Craftsmanship: Every piece of jewellery is made by skilled artisans who have honed their craft over generations. We source our jewellery directly from India, ensuring authenticity and quality in every design.
• Timeless Beauty: Our jewellery is designed to transcend trends. Whether you’re purchasing a statement piece or a delicate everyday accessory, our collection is timeless, offering beauty that lasts a lifetime.
• Elegance & Versatility: From intricate bridal sets to everyday pieces, Daagina jewellery collection is versatile, offering a wide range of styles that can be worn for any occasion. Whether you’re attending a special event, festival, or casual outing, our jewellery complements any look and occasion.
• Personalized Experience: At Change Fashion, we believe in giving our customers an experience as special as our jewellery. Our team is dedicated to offering personalized service, helping you select the perfect piece that reflects your unique style and personality.

Our Mission

At Change Fashion, our mission is simple: to make the beauty and tradition of Indian jewellery accessible to everyone. We are committed to offering high-quality, beautiful pieces that celebrate the art and culture of India. By blending tradition with modern style, we want to empower our customers to express their individuality, confidence, and elegance through their jewellery.

Our Promise

We take great pride in offering only the finest jewellery that meets our high standards of quality, design, and craftsmanship. Whether you’re looking for something special for a wedding, an anniversary, or just to treat yourself, you can trust Change Fashion to provide you with jewellery that is as beautiful and unique as you are.

Thank you for choosing Change Fashion. We hope our jewellery becomes a cherished part of your story.