10 Indian Startups Disrupting the Jewellery Industry

WearYourShine is a part of PC jewelers, country’s leading retail jeweler. It is an e-commerce platform that is growing fast under many terms. Their main focus is on intricacy with usability, tradition with sophistication, design with value and transparency wit awesome customer experience.

Jewellery is an ornament that completes women. It adds beauty to everyone, whosoever wears it. In most cultures jewellery can be understood as a status symbol, for its material properties, its pattern or for meaningful symbols. Jewellery In itself is very precious, derived from the word ‘jewel’. Diamonds are the one that first mined in India and is the most expensive jewel. Creating beautiful jewellery is not that easy. It required lots of hard working and the experience. To engrave each design on the jewel is very difficult. Here is the list of Indian jewellery startups that not only rise in India but expanded its services worldwide with a strong and great impact. was founded by Vivek Krishna in October 2014. The founder with decades of jewellery industry exposure and with technology startup experience across the world is on the mission to build a great enterprise with AuGrav. The actual meaning of AuGrav is - Au is for gold, Grav is for to make or for engrave. They work by using cutting edge technologies 3D printers and design automation to make unique personalized jewellery. Their mission is to democratize personalization by making them available to the masses using technology. Being a bootstrapped company, they’re heading to clock 1 crore in revenue soon. Their website traction and sales has increase 40% quarter to quarter, and have a sizeable repeat customer. With the mission of #Gettingpersonalized, they are investing their time heavily in research including, AR (augmented reality), AI (artificial intelligence), and wearable hard wares, to allure the current and future jewellery shoppers. They are a personalized jewellery brand, and have their presence online as well as offline with various B2B stores.


CaratLane was founded by Mr. Mithun Sacheti and Mr. Srinivasa Gopalan in October 2008. It was founded with the simple mission – to make beautiful affordable jewellery, accessible and forever wearable. From their chic, modern designs everyday war to their StreamLane which I modeled on low overheads and just-In- time inventory. Their main motive is to design for women of today. As e-commerce has become widely accepted in India, it has taken steady and sustained focus to democratize jewellery buying online. From a website for easy shopping to allowing women to explore jewellery through their app which has over 100,000 downloads to discovering interactive mirrors and providing a no-barrier access to precious jewellery in store. They already have 13 retail shops across India. They allow you to touch and experience the jewellery without any pressure. They even offers try-at-home channel which allow the customer to choose by sitting home and personnel will be at your door step. They even have their app – the perfect look app. Their mission is to democratize jewellery by offering chic and contemporary jewellery that is beautiful, accessible and forever wearable.

KuberBox is a Jaipur based fine jewellery startup owned and operated by KuberBox Private limited. It was softly launched in 2013 when the founder, Sourav Lodha, decided to take the entrepreneurship plunge after a 2 year stint at the hot ed-tech startup BYJUs in Bangalore. Its primary target segment was work-wear and light weighted diamond jewellery. With ethics, transparency and affordability at its core, KuberBox is trying to become a trusted brand, for buying jewellery online in India. It was incorporated as a company on 17 May, 2013. It has been processing close to 100 orders daily with average basket size of RS. 9000. It owns all the designs that it sells and procure the raw material from all over India. It even provides secured door delivery for all the orders with a 30 day money back guarantee. The founder, Sourav Lodha currently runs KuberBox and is focused on growing the company and making it the preferred destination for buying precious jewellery online.


From a traditional Bengali family, Suptotthita Neogi along with Nabarun Chakrabortty launched a fashion jewellery brand Ornativa. It was founded in March 2014. With so many up and downs, they got selected for “IBM Catalyst Program”, ISDI Creative Accelerator powered by Microsoft Venture and “Microsoft Bizspark”. After being selected in this, they start receiving 700 orders per month, which was beneficial for them. Beside their own brand, the partners sell their jewellery even online on 25 e-commerce sites like Snapdeal, Paytm, Shopclues and Fashionara etc. their business is expanding from 70 per cent month on month and are sipping more than 1000 units in per month with an average order value of RS. 750. Ornativa generated the revenue Rs. 12 Lakh in 2014 and is targeting Rs. 5 Crore for the current year. The startup is supposed to cross more than 10000 orders for per month. Working with 3D printing technology and setup a manufacturing unit within the next years, this startup is in their progressive way.


It was founded in 2012 by Kapil Hetamsaria and Runit Shah. With 60,000 designs for customers to choose from 150 global designers, it is one of the top jewellery fashion web portal. The people who funded this company and became the angel investor for it are Chennai Angels, Arihant Patni, Ajit Ketkar and many others. They works with many attractive technology features such as Augmented Reality (to reduce touch and feel), 3D printing feature (to remove need for inventory) and scalable mass customization features to upgrade last mile sale in a category which is yet to move ahead of the traditional store retail. Currently with a 35 member team, they are aiming to touch $100 million in a span of 3 years and to become the equivalent for luxury products. Velvetcase has more than 200 designers, retailers and manufacturer on board and sells certified jewellery from across the world. At present, hosts more than 200 brands. The site processes up to 1200 orders per month and ships to 15 countries outside India. Their main aim is to turn regular customers into jewellery.


WearYourShine is a part of PC jewelers, country’s leading retail jeweler. It is an e-commerce platform that is growing fast under many terms. The CEO and Co-founder of this portal is Nitin Jain. Their main focus is on intricacy with usability, tradition with sophistication, design with value and transparency wit awesome customer experience. They have a team full of young talent focused on innovation, newness, customer happiness and transparency. It addresses the growing demand of today’s consumer to discover, explore and buy and know more about their jewellery. Their policies provide easy return, free shipping, and BIS hallmark. It ensures 100% certified jewellery, with life time exchange, best and transparent prices and unique designs all under one roof. They are working with many new technologies, just to give customers the good servicing.


It was established in 2011 by Gaurav Kushwaha. This site ensures perfect jewellery destination that showcases high quality fine jewellery with strikingly exquisite designs. Their aim is to revolutionizing real jewellery and lifestyle scenario In India with a firm focus on craftsmanship, quality and user experience. In a short span of time, Bluestone has built a large family of loyal consumers in India and abroad. They consist of more than 4000 unique designers. It offers policy of 30 day money back, certified jewellery and even home try-on service. Currently Bluestone clocks sales to the tune of 50-60 crore annually. Founder hopes to target 20-25 crore worth sales for upcoming festive season. The revenue of the company keeps on increasing year by year, that too with the very high speed. They got funding of $5 million from Palo Alto, California based Accel partners and Bangalore based Samaa capital. Their main aim is to put up a product display hat consumers would fall in love with.

Radiant Bay 

Namrata Kothari founded this company. She said “our Radiant Bay is not catering to a woman from any one city or culture. We’re talking to modern women all across the globe.” Their 3D technology helps them to create affordable jewellery from scratch on an unmatched schedule and cater to the changes that trend and tastes. They provide unparalleled jewellery catalogue for both every day wear and formal wear. They also have experienced jewellery designers who help them to launch new 50-100 designs every week. Their mission is to brighten your jewellery box with bijoux that has been crafted to perfection. Infused with timeless designs and modern aesthetics, their wide collection of jewellery appeals to the modern women- be it chic and trendy or classic and understand. Their goal is to change the perception of buying diamond jewellery from being tough to the fun experience where luxury is accessible and part of your everyday.


Isharya is a premium designer fashion jewellery brand, founded by sister-in-laws Gauri and Radhika Tondon in 2004. The name Isharya is inspired by their three children Ishaan, Armaan, Arya. Inspired by India’s intricate and vibrant style, it blends modern techniques with heirlooms details to create on trend, high quality, gold-plated costumes jewelry that is provocative and sophisticated, yet available at accessible price points. Since its inception, Isharya jewellery has been featured in countless global fashion magazines. Its collections can be featured in many different countries worldwide. Te brand is now carried by fine retailers in over 50 countries and has a growing ecommerce and social media presence that caters to their clientele. Its statement pieces are regularly seen on celebrities, influencers and in global fashion publications.


Co-founded by Gaurav Issar and Jatin Mahindra, it was launched in October 2011 and is self-funded. JewelsNext brought together 2500 jewellery shops and over 5, 00,000 jewellery products, making it the largest online platform for jewellery in India. The site is witnessing about 30-40 transactions daily, having an average ticket value of RS. 20,000 per transaction. This company wants to enable every Indian to buy any of these products sitting in the comfort of their homes. It’s currently service 2000 pin codes across India, which made easier for customers to shop jewellery sitting in a home, from a different city. Not only providing logistics to business development support, it is helping more and more jewellery shops to get into the online business. Today the company has grown and is looking at a turnover of Rs. 100 crore within the next 12-18 months. The main motive of JewelsNext aims at listing billion dollar inventory in next 18 months.

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