Tavya aims to expand through standalone stores while leveraging the company’s existing retail network
Hyderabad: Krishna Jewellers Pearls & Gems has launched a silver jewellery brand, Tavya Silver Jewellery, led by third-generation jeweller Saanvi Naredi. The brand has been introduced as part of the group’s ‘house of brands’ agenda, with plans to scale it as an independent label over time.
Tavya is positioned as a sub-brand under the family business, with its presence currently in shop-in-shop formats at the brand’s flagship stores in Jubilee Hills and Kokapet in Hyderabad, along with an online platform.
Saanvi Naredi, Founder, Tavya Silver Jewellery, said, “Coming from a jewellery family background, I always wanted to build something of my own. Silver as a category is growing and this seemed like an opportunity to build a business within the segment.”
On the significance of the name ‘Tavya’, she said, “It represents strength, individuality and worth. And that’s the foundation I’m building this brand on.”
The Tavya product range includes polki, kundan, temple jewellery and silver jewellery with pearls. The brand caters to multiple use cases, including everyday wear, workwear, bridal jewellery and gifting. It also includes accessories such as maangtikas and earrings for occasions. The price range starts at Rs 5,000 and goes up to Rs 5 lakh for multi-piece bridal sets.
The brand targets working women, brides, bridesmaids, mothers and gift-buyers, along with a focus on men’s jewellery as a developing segment. It also aims to address demand for jewellery that can be used across occasions rather than stored.
“Right now, Tavya is a sub-brand under the family business, but we are working towards building a house of brands where Tavya will have its own identity,” said Naredi, daughter of Umesh Kumar Agarwal, Managing Partner, Krishna Jewellers Pearls & Gems.
To support online sales, the brand is building physical touchpoints through store presence and exhibitions, enabling customers to view products before purchase. “We want to ensure that customers trust the product they are buying. Every piece is made of 92.5 silver and we are focused on maintaining consistency across quality and exchange policies,” Naredi said.
The company plans to expand Tavya into standalone stores within the next three to six months.
Krishna Jewellers Pearls & Gems currently operates four stores across Hyderabad, which will support Tavya’s distribution and customer outreach.
Written by Achal Chaubey
Retail Jeweller India Exclusive
