Over the years he did everything at the company (D S Gems in New Jersey) from meeting clients to sourcing gems. He first started playing with designs in 2020, when everyone was up to a bit of reinvention. And then launched his own company — Etiq — on 11-11-2021, an auspicious date. The gems they work with are custom cut in India and the designs are what they call Indian Modernist — classic with a twist. “All of our work is inspired by blending Indian pieces with modern New York,” Guneet said.