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Since the age of 21, Payal Shah has received numerous Young Entrepreneur of the Year awards in recognition of her jewellery brand, L’Dezen. Born and raised in Hong Kong, Shah grew up attending many of Hong Kong’s jewellery fairs because of her father, who supplied gemstones. But it was after graduating with a degree in architecture from London’s University of Westminster that she found her calling. L’ Dezen Jewellery Co. Ltd. was established in 2011. L’ Dezen by Payal Shah the atelier retail brand creates 18K Gold unique, extravagant statement, flawless featherweight handmade earrings, rings, necklaces, bracelets etc created in our Shun De, China factory. We follow a premium business model, hence offer high-end products that appeal to design and brand-conscious consumers. Being an avant-garde of haute couture jewellery with its elegant yet exotic designs, We have increasingly positioned myself in the upper-class women and most of the company’s marketing and promotions are focused on concentrated target markets because of its speciality in a specific area. L’ Dezen takes parts in trade shows and hosts luxury trunk shows around the world from Asia, UAE, USA and Europe yearly and the brand retails currently in 20-25 luxury stores and malls worldwide. It globally continues gaining international awards and recognition from dignitaries and loyal collectors. The retail ‘L’ Dezen by Payal Shah’ is a concise capsule collection that can be seen on style icons like Lady Gaga, Taylor Swift, Jessica Alba and Sofia Vergara on the red-carpet and have received design awards globally creating an increase demand for the jewellery. “My intention in creating one-of-a-kind jewels is that they find their way to the special individual who is meant to possess them,” Shah says. “When this happens, I feel I’ve created a connection between the wearer and myself, whether or not we ever have the pleasure of meeting.”