ONI is a modular jewelry brand rooted in ritual, design, and storytelling, inspired by the five elements: wind, earth, fire, space, and water. Each piece is crafted ethically to be worn with intention, celebrating both tradition and transformation.
Our founding story
“ONI was born from my desire to honor the rituals and traditions I grew up with, while reimagining jewelry as something modular, intentional, and connected to the elements of wind, earth, fire, space, and water.” – Devanshi Kapadia
Founded in 2020, ONI is a tribute to Devanshi’s Asian heritage, her family’s legacy in jewelry manufacturing, and her experience in the wellness industry. Rooted in her belief that alternative healing and jewelry are deeply connected, ONI honors a time when gemstones and metals were revered for their medicinal properties.
Formed through millennia of cosmic events, precious metals and gemstones trace their origins to the five elements: space, water, earth, fire, and wind. These elements guide nature and govern the mind, body, and spirit, giving jewels the power to ground and heal the wearer. In many South Asian cultures, they remain symbols of purpose beyond adornment. ONI carries this sentiment into the modern world, reminding us of our connection to the elements and inviting wearers to curate pieces that feel deeply personal.
Celebrating individuality and the belief in doing more with less, ONI transforms both itself and the wearer. Our modular system of charms, open-clasp chains, and earpieces offers infinite possibilities to create meaningful, versatile combinations with every wear.
impact and giving back
With nature as the backbone of all our designs — transparency, sustainability, and consciousness form the cornerstones of our approach. ONI is manufactured in Bangkok, Thailand at Natasha Creations Co Ltd (a legacy manufacturing company owned by Devanshi’s family). Natasha Creations Co Ltd is RJC (Responsible Jewelry Council) certified, follows industry-leading standards in pay & practice, and is also 30% solar-powered. Our management team & craftspeople are more than 50% women. In line with our commitment to transparency, each of our collections is associated with a pertaining charity. Proceeds from every single sale, of any of our pieces, is donated to either of the the following charities: The Banyan (working towards bridging gaps in treatment & care within the mental health sector, for vulnerable populations) and Gotham Whale Organisation (that works towards Whale & marine life research and advocacy).
Earth is the element of grounding — steady, strong, and ancestral. It represents everything that lasts: tradition, wisdom, and the quiet power of stillness. Our gemstones and metals, drawn from the depths of the earth, carry this rooted energy. Earth reminds us to return to what’s essential — to wear with intention, to connect with where we come from, and to move through the world with quiet strength.
Space brings lightness, clarity, and expansion. At ONI, it symbolizes the breath between thoughts, the space to imagine, and the freedom to evolve. In ancient sciences, air connects the mind to the spirit and fuels the rhythms of communication and movement. Pieces attuned to Space invite space — in your style, your energy, and your outlook —helping you clear what’s heavy and welcome in what’s true.
Fire is the energy of transformation — bold, radiant, andalive in every ONI piece that speaks to personal power. Itrepresents the spark of creativity, the heat of desire, andthe will to evolve. Fire governs digestion, drive, and clarityin traditional systems. Jewelry born of this element carriesintention and intensity — made for moments of change,empowerment, and inner ignition.
Wind is subtle, sacred, and ever-present — the unseen force that connects us to the spirit world and to one another. At ONI, Wind reflects our belief in energy that moves quietly but powerfully. It carries intention, intuition, and transformation across time and space. Jewelry tied to Wind is light but meaningful — a whisper of movement, a signal of shift, and a daily reminder of the unseen forces that shape our lives.
Water flows through ONI’s philosophy as a symbol of intuition, emotion, and healing. It shapes and softens, always in motion yet deeply knowing. In the body, Water governs balance and emotional intelligence. Our pieces aligned with this element are designed to honor that flow — gentle, fluid forms that invite the wearer to feel deeply, move gently, and reconnect with their own inner tide.
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