Launched in 2021, Unniyarcha Fine Silver is experiencing exponential growth, driven by the vision of organising the silver category in the same way Tanishq did for gold. Co-Founder Divya Nambiar tells The Retail Jeweller how the brand has scaled in-house manufacturing to 10,000 designs, accelerated sales on the back of quick commerce, and thrives on catching trends early by creating what’s viral when it’s viral
Edited Excerpts:
Tell us, what sparked the idea to launch a silver jewellery brand?
Silver jewellery segment has similar challenges that gold once faced — it is fragmented, lacks transparency, and has no clear structure. There are not a lot of silver brands that offer purity assurance, great design, and reliable service — all things that customers now expect by default. That’s when I realised our purpose wasn’t just to sell jewellery, but to organise an entire segment. Our goal is to become the ‘Tanishq’ of the silver jewellery industry. More customers are moving towards silver as gold prices rise and silver becomes more investible — it’s a great opportunity.
That’s a big vision. How do you begin to make that happen?
We began with transparency and authenticity. We buy pure bullion-grade silver, do all the alloying in-house, and issue authenticity certificates. We treat silver like gold — offering lifetime plating, exchanges, returns, size customisation, and full after-sales support. With in-house manufacturing, we can offer scale — 10,000 designs and a strong inventory in just three years of inception. We’re about to finalise our first franchise deal. Our aim is a true omnichannel 360-degree buying experience for silver jewellery, like any established corporate brand.
“We treat silver like gold — offering lifetime plating, exchanges, returns, customisation, and after-sales support. Our aim is an omnichannel 360-degree buying experience for silver jewellery, like any established corporate brand.”
–Divya Nambiar, Co-Founder, Unniyarcha Fine Silver
What has your growth been like since launch? What do you credit it to?
We are EBITDA positive and profitable. Fast execution and agile product development fuel this growth. We’re quick to catch trends — for instance, the Ram Mandir-inspired Hanuman pieces, Bridgerton-themed collection, or mangalsutra bracelets sparked by Radhika Merchant—we create what’s viral, when it’s viral! Our in-house manufacturing allows weekly product drops and trend-based launches. We started with just two karigars and now have 45, with machinery to back us.
You’ve recently entered the quick commerce space. Tell us the growth trajectory so far?
We launched our brand on Blinkit in January 2025 and on Zepto in April. In the first four months, we saw a 4X revenue jump from this channel, and hence, quick commerce is a huge acceleration in our growth graph. Our jewellery is perfect for last-minute gifting — it’s affordable, stylish, and well-packaged. Our fast design process is a huge advantage here.
Are there key differences in buyer behaviour between quick commerce and your own website?
On quick commerce, our average order value is around Rs. 1,200, whereas on our website it’s Rs. 4,000. Quick commerce is all about volume. Our website sees more thoughtful, higher-value purchases.
“Within the first four months of launching on quick commerce, we have seen a 4X revenue jump from the channel. Our average order value is around Rs 1,200, whereas on our website, it’s Rs 4,000.”
–Divya Nambiar, Co-Founder, Unniyarcha Fine Silver
The brand is a strong story of women empowerment. Tell us more.
We named the brand after Unniyarcha — a 17th-century warrior woman from Kerala who wore jewellery while practising martial arts. We stand for feminine strength. Our Karigar team is also women-led — 40% of our karigars are women. We trained them in-house and offered extra income through outsourced cloth pouch stitching and packaging. This isn’t CSR — it’s capability building. Women are more invested, loyal, and precise — and we are consciously working to increase their ratio.
Tell us about your jewellery design language. How did you understand what your customers want?
We design fusion jewellery — rooted in Indian motifs but wearable with both Indian and Western outfits.
In our pre-2021 days, I personally designed jewellery and participated in 20–30 exhibitions across cities like Jaipur, Cochin, Ludhiana, Bangalore and more. That gave us critical customer insights and helped shape our product direction.
What’s your target demographic and which cities perform best?
Our audience includes women aged 25 to 50. These are young women—and women who want to look young and stand out.
Bangalore is our best-performing city, followed by Hyderabad, Delhi-NCR, Mumbai, Pune, and Chennai. We’re also seeing more international orders — especially from US-based NRIs. Currently, 90% of our sales are in India, and 10% international.
What role does social media play for you?
Social media helped us expand to the US organically—we don’t rely on heavy promotions. Our Instagram reels, especially those showing jewellery-making, often go viral—one crossed 40 million views—and those pieces become bestsellers. We use social media to connect, not just sell. Our animated series, The Chronicles of Unniyarcha, links jewellery to story; the first episode got 6 lakh views and 10,000+ shares, building strong emotional ties with Gen Z and millennials.
Written by Pratyasha Kumari
Retail Jeweller India Magazine
