Sannam Chopra, founded the company Archetype Deusigns with an objective to introduce an array of jewellery with a modern sensibility. Under the company she designed jewellery ranges for various fashion brands & houses.
She started the label Embellish in 2008 & prefers to define her work as 'Beauquir' that which is beautiful & quirky at the same time. Under the label she retails through various multi-designer boutiques across India.
Part of LFW Summer/Festive 2011, she has also worked in collaboration with various designers for their jewellery line & her design work has been occasionally extended to cover bespoke developments of designing bags, belts and footwear for premium service brands.