Bridging Fashion and Investment

Redefining the concept of affordable luxury, Anushka Jain Jewellery is turning sterling silver into a wearable investment. Founder Anushka Jain discusses with The Retail Jeweller how the brand is reshaping the market with trend-driven designs, leveraging social media influence, and expanding its reach through major e-commerce platforms, all while aiming for a 30 per cent sales increase this year

Launched in 2020 by then-19-year-old Anushka Jain, Anushka Jain Jewellery emerged from a rich legacy in the jewellery industry. Born from Jain’s background in her family-run jewellery manufacturing business, Arham, Anushka Jain Jewellery represents a new generation’s approach to an age-old craft. Jain’s vision is to offer premium designs in sterling silver, positioning it as both an investment and a wearable luxury. The brand, a recipient of the MSME National Awards for Best Minimal Jewellery in 2022, has since expanded its offerings to include gold pieces, catering to a growing demand for affordable luxury in the jewellery sector

EDITED EXCERPTS

Pratyasha Kumari (PK): Can you share your journey, inspiration, and the market gaps you aimed to address?

Anushka Jain (AJ): Growing up in a family of jewellers, I always envisioned starting my own brand. I completed my BBA from Xavier’s College, Jaipur, and then did courses from JK Diamonds Institute and GIA. Travelling to jewellery exhibitions with my father, I noticed a significant gap in the market. High-end gold jewellery, while considered an investment, often remains locked away due to its high value. Conversely, fashion jewellery made from materials like stainless steel or brass is affordable but not viewed as an investment. I saw an opportunity to bridge this gap by offering high-end designs in sterling silver, presenting it as both an investment and everyday wearable luxury.

“Gold jewellery, while considered an investment, often remains locked away due to its high value. fashion jewellery made from stainless steel or brass is affordable but not viewed as an investment. I wanted to bridge this gap
by offering high-end designs in sterling silver.”

–Anushka Jain, Founder and Designer, Anushka Jain Jewellery

PK: How are you positioning Anushka Jain Jewellery as an affordable luxury option, and how are you ensuring silver is viewed as an investment?
AJ: When we started, sterling silver was priced at Rs. 40.6 per gram. As of August 2024, it has nearly doubled to Rs. 88.60 per gram, clearly demonstrating its investment potential. We have worked to establish silver as both an investment and an everyday luxury item, and we often post educational content on our social media handles to propagate this message.
While affordable luxury remains our core objective, we have expanded to offer 14k and 18k gold pieces to meet customer demand. Our in-house manufacturing allows for unique designs and customisation, with many customers requesting gold versions of our silver designs. Currently, 95 per cent of our sales come from silver, but we have seen a 10 to 15 per cent annual growth in gold purchases over the last two years.

“While affordable luxury remains our core objective, we have expanded to offer 14k and 18k gold pieces to meet customer demand. Currently, 95 per cent of our sales come from silver, but we have seen a 10 to 15 per cent annual growth in gold purchases over the last two years.”

–Anushka Jain, Founder and Designer, Anushka Jain Jewellery

PK: How do you attract younger consumers to silver as an investable material, given their preference for trendy fashion jewellery?
AJ: We cater to the jewellery needs of young customers with silver pieces, proving that they can be both fashionable and make an investment. Our collection includes a wide range of silver stackable rings, bracelets, layered necklaces, and studs for multiple piercings—filling a market gap where such options were traditionally limited to fashion jewellery. Our price point starts from Rs. 1,500 and goes up to Rs. 1,53,000, which is exactly between traditional gold jewellery and fashion jewellery.
Our collections are trend-driven and based on customer feedback. Our latest ‘Luminous Treasures’ collection incorporates coloured gemstones, inspired by recent celebrity weddings. We offer these trendy pieces at a fraction of the cost of fine jewellery, making them accessible to our target audience.
We actively collaborate with influencers popular among the youth. For instance, our July 2022 collection with Sakshi Shivdasani resulted in a 30 per cent sales increase over the next six months. Endorsements from young celebrities like Khushi Kapoor and Palak Tiwari have further strengthened our brand’s appeal, positioning it as both trendy and a worthwhile investment.

PK: How crucial is social media in your marketing strategy, especially for targeting younger consumers?
AJ: Social media is the backbone of our business. It not only boosts visibility but also provides validation and assurance of our brand’s legitimacy. Our photos and videos help customers visualise our products, aiding in purchase decisions.
Collaborations and influencer endorsements have been particularly effective. When celebrities wear our pieces, we see an 80 to 90 per cent spike in sales for those items. For instance, after influencer Tarini Shah showcased some of our pieces, they became bestsellers, with 500-600 units sold in just 2 to 3 months.

We focus on creating engaging content like reels, which includes showcasing products, unboxing experiences or explaining product benefits, with ASMR (autonomous sensory meridian response) videos and jewellery styling videos generating the most engagement. This approach has proven more effective for us than traditional marketing methods
like exhibitions.

PK: You sell both silver and gold jewellery online. How are you building trust for these purchases?
AJ: Besides providing visual assurance through our content and influencer collaborations, we offer several trust-building measures. These include authenticity certificates, lifetime free replating for tarnished silver pieces, a 30-day stock credit return, a 100-day return policy, and a 5-year warranty. Our recent listing on trusted platforms like Myntra and Nykaa has also boosted customer confidence.

PK: What are your future goals for Anushka Jain Jewellery?
AJ: For now, we have no plans for international expansion. Our primary focus is on growing our online presence, rather than entering offline retail. We are aiming to expand our customer base through platforms like Myntra and Nykaa, which already account for 10 per cent of our monthly sales after just two months of being listed. With an annual growth rate of 15 to 20 per cent, we are targeting a 30 per cent increase in sales this year by enhancing social media engagement and strengthening our presence on these e-commerce platforms.

Written by Pratyasha Kumari