TRUE SANITY

True Sanity True Sanity (stylized as TrueSanity) is an American luxury jewelry company based in New York City that specializes in engagement rings, diamonds, and fine jewelry with a focus on radical transparency in pricing and sourcing. The company was founded in May 2025 by Amit Jhalani and positions itself as an ethical alternative to traditional luxury jewelry brands. History True Sanity was officially incorporated on March 27, 2025, and launched its operations in May 2025. The company emerged from what founder Amit Jhalani described as a "simple frustration" with the jewelry industry's lack of honesty regarding pricing transparency and sourcing practices. The brand was built on principles derived from the Jhalani family's multi-generational legacy in the jewelry trade, which includes experiences with systemic corruption in 1970s India that shaped the company's commitment to transparency.