OUR STORY
Jewelry for People Who Already Know Who They Are. - Radical Transparency. Real Craft. True Sanity
"But True Sanity wasn't born overnight. It started with a simple frustration. A feeling that the jewelry industry wasn't being entirely... honest. We'd find ourselves explaining to friends, family, even strangers, why a beautiful piece didn't cost a small fortune. Why transparency mattered more than margin. The traditional markup system – where jewelers charge 3 to 8 times the actual cost, and sometimes more when they sense a customer has fallen in love with a piece – it just didn't feel right. It felt like taking advantage. And we knew there had to be a better way."
............................
Amit Jhalani
Founder & CEO
It's the Clear, Open Space Where Trust Blossoms
Think about it. A marriage, built on the unwavering honesty of two souls. A friendship, forged in the shared vulnerability of open hearts. Even the quiet moments we have with ourselves, those moments of reflection, demand a certain transparency, a clear view of our own truths.
This is harmonious connection – the thread that weaves through every meaningful relationship in our lives. It's the foundation for everything that matters. And it begins with one simple, radical choice: to show up honestly, without pretense, without hiding.
Where Honesty Reigns Supreme
We wanted to create a space where you could wear a piece of jewelry not just for its beauty, but for the story it told – a story of ethical sourcing, skilled craftsmanship, and fair pricing. A story told with absolute transparency.
Because when you hide nothing, you create space for real connection. Connection between you and your partner. Connection between you and the artisans who craft your piece. Connection between your values and your choices. Connection between humanity and the planet we share.
Amit Jhalani
Our Founder & CEO
"My family's journey has been a profound teacher. It taught me that trust is the most precious commodity, and that transparency is the only way to build lasting relationships. True Sanity is the embodiment of these principles. It's a brand built on the foundation of radical transparency, where every aspect of our business is open and accessible.
But it's more than business philosophy. On a road trip from Delhi to Jaipur, opening the car window meant my face was veiled in black from pollution. In that moment, I realized my two greatest loves – jewelry and our Earth – weren't in opposition. They could be united. They had to be."
True Sanity launched in May 2025 as a fresh vision for what the jewelry industry could become. Not just transparent pricing and ethical sourcing, but a complete reimagining of how we connect – to each other, to our planet, to ourselves.
Our Global Team
New York
5
Our North American hub, bringing transparency to traditional luxury markets
Mumbai
13
Innovation and design center, where tradition meets contemporary vision
Jaipur
4
Heritage craftsmanship, honoring centuries of jewelry-making artistry
Bangkok
20
Our largest cutting and production facility, where 99% of our gemstones are expertly cut
Each person in our global family is paid fair wages – because transparency means nothing if it doesn't extend to how we treat our people.
Building a Community of Truth-Tellers
We are building a community of like-minded individuals who believe in the power of transparency and ethical consumption. We want to create a space where you can connect with us, learn about our processes, and share your stories.
But more than that, we want to start a movement. A movement where transparency isn't just about jewelry – it's about how you show up in the world. Where you start your world by being transparent. Whoever you are, don't hide. Be upfront. Join similar people.
Because hiding in a relationship doesn't get you anywhere. Hiding prevents connection. Honesty creates it.
COMMUNITY PILLARS
RADICAL TRANSPARENCY
True Sanity illuminates every step, from ethically sourced gems to honest pricing. We markup 1.2-3x on cost vs industry 3-8x. You deserve to know the real numbers.
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SUSTAINABILITY
We honor the Earth with 99.9% recycled gold, ethical sourcing, and jewelry crafted to last generations. Connection to our planet isn't optional – it's essential.
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COMMUNITY BUILDING
Join our movement for transparency in all things. Share your stories, demand honesty from every brand, and create harmonious connection in every area of your life.
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GIVING BACK
We partner with Akshaya Patra to fight child hunger, pay fair wages worldwide, and commit to ethical practices that empower communities.
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