From Posts to Profit

Shyle, a rapidly growing silver jewellery brand, has captured industry attention with its handcrafted designs inspired by Jaipur’s rich aesthetic heritage. Co-founder Astha Katta Sirohiya reveals how the brand has flourished in a gold-dominated market through strategic digital marketing and a steadfast commitment to sustainable, artisanal craftsmanship

Shyle’s entrepreneurial journey commenced in 2017 with an exhibition in Jaipur, followed by the launch of its Instagram store in early 2018. The brand’s distinctive designs, crafted in collaboration with skilled local karigars, rapidly captured a growing online audience’s imagination. This organic digital momentum prompted the development of a full-fledged e-commerce platform. The brand’s follower count surged from 10,000 to an impressive 4,07,000 as of February 2025, correlating with a remarkable 20 per cent annual growth maintaining profitability

Edited Excerpts:

Maithili Patange (MP): What inspired you to focus on silver jewellery, and how do you differentiate Shyle in a market traditionally dominated by gold?

Astha Katta (AK): Several strategic considerations influenced our choice. I did a lot of research on Jaipuri designs as it was my personal affinity too. Eight years ago, the digital marketplace remained relatively unexplored by gold and diamond brands. As a bootstrapped venture with limited initial resources, silver presented an optimal entry point. Approximately 80 to 85 per cent of our pieces are handcrafted, with Shyle distinguishing itself through a unique blend of traditional Jaipur craftsmanship and contemporary design aesthetics.

MP: What have been Shyle’s most significant milestones?

AK: Our social media journey marked several pivotal moments. Reaching follower milestones—10,000, then 1,00,000, and later 4,070,00—signified a transformative visibility shift. Organic recognition from celebrities like Karishma Tanna and stylists further validated our brand positioning. Becoming jewellery partners for prominent movies and series represents another significant achievement, realised through strategic organic growth and pull marketing techniques.

MP: How do you conceptualise and launch such unique design pieces?

AK: As head designer, my objective transcends aesthetic appeal—I aim to create jewellery that establishes a profound personal connection with clients. Designs like the Retro Ketli Chai Ring and the Vintage Telephone Earring (featuring a movable dial and wearable receiver) exemplify this approach, resonating deeply with our audience. Drawing inspiration from Rajasthan’s rich heritage, I integrate traditional elements such as thappa, mandari, kalam, and dayi into contemporary designs. This methodology ensures diverse collection themes, offering clients a sophisticated range of options.

MP: Shyle has cultivated a significant Instagram following. What strategies drove this growth?

AK: We strategically leveraged early Instagram features like IGTV and Reels, aligning with platform algorithms to drive organic growth. High-quality, viral content—with reels frequently exceeding 1 million views—has been instrumental. Campaigns celebrating Jaipur’s cultural richness, such as Teej and Sinjara, have reinforced our brand’s heritage narrative. By producing globally resonant content, we have expanded our reach while authentically showcasing our roots in Jaipur’s artisanal craftsmanship.

MP: How has the brand performed recently, and are you considering external funding?

AK: Shyle has maintained robust performance, achieving an average annual growth of 20 per cent post-Covid—our primary strategic focus. Although we have operated as a bootstrapped enterprise, we recognise significant scaling potential. We recently went on Shark Tank India and pitched our brand. After delving into the numbers, Namita Thapar and Ritesh Agarwal offered us Rs 70 Lakhs for 1.5 per cent equity with a 0.5 per cent royalty until the principal amount was recouped. It has been a great success for us, as the Sharks loved our vision and potential of our purely silver brand.

MP: How did Shyle navigate the pandemic’s challenges?

AK: The pandemic presented unique operational challenges, but we adapted strategically, and it has been the same since. Our pre-prepared collections, lean operational model, and concentrated efforts on content creation and social media engagement enabled us to maintain momentum while audiences remained homebound. By completing ideation and sampling in advance, we ensured efficient inventory management and consistent demand fulfilment. Despite constraints, we launched innovative designs in carefully planned phases, maintaining customer engagement. This agile approach, developed during the pandemic, remains central to our sustained growth strategy.

MP: Describe Shyle’s customer base across different regions.

AK: International markets currently contribute 10 per cent of our revenue, predominantly from Non-Resident Indians in the United States, with average order values from Rs. 30,000 to
Rs. 1.5 lakh—a testament to the trust we have cultivated. While global markets typically favour delicate silver and white metal designs, we aim to showcase India’s rich craftsmanship through distinctive antique silver collections. This approach resonates with NRIs’ cultural connections and helps promote traditional artistry internationally.

MP: How are you balancing your digital-first approach with offline opportunities?

AK: Our digital channels remain paramount, with 90 per cent of business generated through our website and the remaining 10 per cent across platforms like Amazon, Myntra, Eternz, and Ajio. While large-scale brick-and-mortar expansion is not currently planned, we are exploring strategic offline initiatives. We intend to open a boutique studio in Jaipur this year and are considering selective shelf space in premium multi-brand outlets.

MP: What is Shyle’s long-term vision?

AK: Our core mission is promoting Jaipuri craftsmanship while supporting the artisan community. Currently employing 40 artisans, we aim to expand to 400 within three years and
achieve Rs. 100-150 crore in profitable revenue. Our ultimate goal is establishing Shyle as
an ‘Indicorn’ brand —proudly Indian, simultaneously improving artisans’ livelihoods, ensuring sustainable employment, and creating meaningful societal impact.

Written by Maithili Patange