About
Divinitie is a homegrown brand rooted in the values of sustainability, heritage, and mindful living. Founded in 2024 by Smita Das Roy, the brand was born out of her love for traditional Indian crafts and her commitment to creating socially responsible products. At Divinitie, we offer a thoughtfully curated range of eco-friendly jute bags, terracotta jewellery, and oxidised silver-replica ornaments—each designed to reflect timeless elegance and crafted by skilled Indian artisans. Our products not only support local craftsmanship but also promote sustainable alternatives for conscious consumers. With a mission to deliver quality and meaningful products across India and globally, we believe even the smallest choices can lead to lasting change.
Jute Bags
Jute bags are eco-friendly, reusable bags made from natural jute fibre, known for its strength and durability. They are a sustainable alternative to plastic bags and are biodegradable, making them safe for the environment. Jute bags come in various sizes and styles, and can be used for shopping, packaging, gifting, and daily use. Their natural texture, sturdy build, and customizability make them both practical and stylish.
Terracotta jewellery
Terracotta jewellery is handcrafted from natural clay, shaped and baked at precise temperatures to create beautiful, earthy ornaments. Each piece is hand-painted and often reflects traditional, tribal, or nature-inspired designs. Lightweight, eco-friendly, and artistic, terracotta jewellery supports local artisans and celebrates the beauty of handmade craftsmanship. It’s perfect for those who love sustainable and unique fashion accessories.
Oxidised jewellery
Oxidised jewellery features a dark, antique finish that brings out detailed craftsmanship and vintage charm. At Divinitie, we offer silver replica designs on metal, giving you the elegance of silver jewellery at an affordable price. These pieces are durable, stylish, and perfect for ethnic, festive, or boho looks. Their bold character and timeless appeal make them a must-have in every jewellery collection.
Story of brand
Rooted in the cultural richness of West Bengal, India, Divinitie was born from a deep appreciation for nature, sustainability, and traditional craftsmanship. Being a Bengali, Smita Das Roy—the founder and sole proprietor—has always held a natural affinity for jute, a versatile and eco-friendly fibre that thrives in her home state. Inspired by the region’s heritage and the skilled hands of its artisans, she envisioned a brand that would celebrate Indian craftsmanship while delivering high-quality, sustainable products to the world.
In November 2024, this vision came to life with the establishment of Divinitie. The brand is committed to producing premium jute bags and artisan jewellery, blending style with sustainability. Every product reflects a dedication to heritage, thoughtful design, and environmental responsibility.
Divinitie stands for more than just beautiful products—it stands for value: value to the artisans who create, to the customers who wear and use, and to the environment that sustains us all. With a focus on international standards and a love for handcrafted excellence, Divinitie continues to grow as a platform that supports traditional skills, empowers communities, and promotes conscious living.
Story of owner
Born and raised in the culturally rich state of Uttar Pradesh, India, Smita Das Roy built her early life around education and learning, both as a student and later as a professional. Her marriage brought her to Mumbai, India, and also deepened her connection to West Bengal—the land of art, craft, and culture. Her in-laws hailed from West Bengal, India, and interestingly, many of her own extended family members on both her father’s and mother’s side also belonged to this vibrant region. This dual connection fostered a deep appreciation in her for Bengali heritage, traditional crafts, and natural living—especially the artistry of jute and the elegance of handcrafted jewellery.
Always drawn to meaningful causes, Smita had an innate desire to contribute to society. In Mumbai, she found herself engaged in social work, nurturing a passion for community service and empowerment. As a woman balancing family responsibilities with her commitment to the betterment of others, she began envisioning a way to weave together creativity, culture, and conscience. That dream took shape in 2024, when she founded Divinitie.
Blessed with an artistic mind and a love for aesthetics, Smita curated a range of products that reflect both timeless beauty and thoughtful sustainability. Her products quickly found appreciation for their elegance, utility, and the soul they carry within.
Today, Divinitie stands as a symbol of her vision—to offer quality, meaningful products to a wide audience, both in India and across the globe. Smita believes that even the smallest change, when made with sincerity, can move the world in the right direction. Through Divinitie, she continues that journey—empowering artisans, embracing heritage, and inspiring conscious living, one creation at a time.
Mission
To create and deliver high-quality, handcrafted, and sustainable products that celebrate Indian heritage, empower artisans, and promote conscious living—both in India and across the world.
Vision
To become a globally trusted name in ethical fashion and eco-conscious lifestyle products by blending tradition with thoughtful design, and to inspire a meaningful shift toward sustainability, one creation at a time.
Core Values
Sustainability
We are committed to eco-friendly practices—from materials to packaging—ensuring our products are kind to both people and the planet.
Heritage
We honour and preserve India’s rich artistic traditions, celebrating the culture and craft of our local artisans.
Quality
We prioritize craftsmanship and attention to detail, delivering products that are elegant, functional, and made to last.
Empowerment
We support artisan communities by offering fair opportunities and amplifying their skills on a wider platform.
Integrity
We work with honesty, transparency, and respect—for our customers, our artisans, and the environment.
Creativity
We believe in the power of design to inspire change, and in creating pieces that reflect individuality, artistry, and soul.
