Siddarth Saraf, a third-generation jeweller from the 35-year-old Saraf Jewels, founded, Meera Jaipur, a digital-first brand that brings the essence of Jaipur’s silver streets to customers everywhere. Built on the city’s legacy of tribal and everyday silver, the label reflects both tradition and modern accessibility.
The brand has also smartly captured Jaipur’s tourist market by investing in SEO and Google Places, drawing global visitors directly to its store. In just five years, Meera Jaipur has transformed from a bootstrap venture into a multi-crore business, now preparing for national expansion
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Tell us about your roots and how Meera Jaipur came into being.
Saraf Jewels, our parent brand, has been in Jaipur for 35 years, retailing Kundan Meena in gold and diamond and also exporting diamonds. But with gold prices rising and silver gaining traction among younger buyers, it became clear we needed a silver play. So, we built Meera Jaipur for tribal, traditional and everyday silver wear. Today, about 60–70% of our business comes from tribal and traditional silver, while minimal everyday pieces account for the remaining share.
How has being a digital-native brand helped you?
If you look at Rajasthan, particularly Jaipur, the markets are lined with silver jewellery vendors. Even in places like Janpath in Delhi, young girls throng to buy imitation silver, often German silver, that is sold as tribal or traditional jewellery. Sellers frequently say the pieces come from Jaipur, which immediately adds authenticity in the buyer’s eyes. With Meera Jaipur, our aim is to bring the streets of silver jewellery from Jaipur directly to women, wherever they are. That’s why we included ‘Jaipur’ in our brand name, to reflect heritage and credibility, and built the brand online. The silver market here is crowded, so going digital gave us the reach we needed.
You also retail through your legacy store. How has that worked out?
At our Saraf Jewels location, we set up a small Meera Jaipur section right after launching the website. Today, 15–20% of sales come through this channel. Since Jaipur is a major tourist hub, we decided to strengthen our online visibility with Google SEO and Google Places. This made our store easy to find for tourists searching for silver jewellery, and it gave us a level of authenticity and trust compared to local stores that don’t have a digital presence. 80–90% of our in-store silver sales are from tourists. Interestingly, this strategy has also benefited Saraf Jewels: while large-ticket purchases from tourists are rare, we’ve sold diamond rings and earrings to people who walked in for silver. In the last six months alone, 4–5 Meera Jaipur customers have gone on to purchase from Saraf Jewels, and about 10% of Saraf Jewels’ buyers have shopped silver from Meera Jaipur.
How would you describe your customer base?
Domestically, our strongest markets are Delhi, Hyderabad, Bangalore, Mumbai, Pune, and Rajasthan. Women make up 80% of buyers, ranging from 16 to 50+. For tribal jewellery, the average spend is around Rs. 3,500, while minimal silver sells between Rs. 1,000–1,500. Internationally, we’re just beginning, but online sales, mainly to the US and Australia, already contribute 5–8% thanks to targeted ads.
What advice would you give to other digital-first jewellery brands?
If you want to survive in online retail, you need to have control over your manufacturing—only then can you ensure consistent supply. Another important learning is the role of staples: not every customer wants unique or designer pieces. Categories like bangles, anklets, and toe rings with recurring patterns always sell well and should be part of any collection. Finally, I’d advise young brands to spend wisely on digital growth. Don’t waste money on fake followers; instead, invest in SEO, performance marketing, and building organic Google reviews. That’s what builds long-term trust.
How are you building your digital footprint?
We wanted our online presence to reflect the true spirit of Jaipur, so our social media content features the city’s streets, colours, and aesthetics. Instagram alone generates 50–60 enquiries a day, while our website sees 7,000–8,000 daily visitors. From a profit of Rs. 20 lakh in our first year, we’ve grown steadily to reach Rs. 5.2 crore in turnover in our fifth year.
What’s next for Meera Jaipur?
The next step is physical expansion. We plan to open five franchise stores in metro cities within the coming year. Over the next five years, we aim to scale to 100 stores with the help of external funding. We’re also exploring the idea of associating with a celebrity face to strengthen brand recognition and visibility.
By Pratyasha Kumari
The Retail Jeweller India Magazine
