Indian jewelry label The Olio Stories came under sharp public scrutiny after social media users on X, accused the brand of collaborating with Pakistani creatives and aimed to ship traditional Hindu jewelry across the border — sparking outrage amidst heightened national sensitivities.
The allegations come at a time when emotions are raw across India following the terror incident in Pahalgam, Jammu and Kashmir on April 22, where multiple innocent civilians lost their lives.
Critics argue that any form of symbolic or commercial engagement with Pakistan — particularly one involving heritage elements like Hindu jewelry — is both tone-deaf and inflammatory, especially given the region’s long history of communal tensions and cross-border terrorism.
Social media erupted with calls for a boycott, and demands for The Olio Stories to issue a public apology or face further consequences.
‘Indian Aesthetics,’ a page on X posted about the brand and said, “This Indian jewelry brand, the.olio.stories posted a separatist Kashmir map.
Collaborated with Pakistanis and wanted to ship to them Hindu Jewels. Also, mind you, Pahalgham bodies are not even cold yet. Kindly go to their page and report until the brand is out of business.”
“They have literally “collaborated” with Pakistanis to sell Indian Hindu jewelry to them while also promoting ideas of Kashmir separatism. When their people have killed hindus here for not knowing Kalma. This is so disgusting, there is no words for their inhumanity towards India,” alleged the page.
The page also shared a video from the brand, wherein the caption in the visuals said, “Jewelery made in India, Worn in Pakistan, Loved everywhere.”
The Olio is a homegrown jewellery label, OLIO Stories founded by Aashna Singh and Sneha Saksena which aims to make jewellery that commemorates unwritten stories of India and it’s rich tradition of oral storytelling.
As per the brand, at its core, OLIO is about storytelling—-bringing to life tales of ancient India, friendship, family, womanhood, and more.
“These tales present themselves as stories — collections of jewellery created with unique but universal themes in mind,” shares Aashna Singh.
“We create each piece to tell a story and empower wearers to forge their own. Versatility and thoughtfulness are at the forefront of our design process,” she said, adding that storytelling isn’t simply a design tool or inspiration for the brand, it’s also a way to connect more deeply with your brand users.
As of this publication, The Olio Stories has not released an official statement addressing the allegations. Screenshots of the alleged map post and the supposed collaboration remain unverified, and no public record of an apology or clarification has surfaced on the brand’s official social platforms.
The issue underscores the increasingly fraught intersection of commerce, culture, and nationalism in India, where brands are being held to stricter standards by a vigilant and vocal online public.