For years, jewelry in India has been seen as a luxury and an investment, often tied to tradition and wealth. But for younger consumers, there was a gap in the market for affordable, meaningful jewelry that went beyond just luxury. To address this, Vivek Soni launched Sterlyn, a direct-to-consumer (D2C) silver jewelry brand, in 2022.
“We’ve never viewed jewelry as just a product. For us, it’s about selling emotions, with jewelry as the byproduct,” says Vivek.
Though Vivek hails from a family with nearly 40 years of experience in the jewelry business, his career path was different. With an MBA in Finance, he initially worked in credit and risk management before deciding to venture into the jewelry industry. His unique blend of traditional knowledge and modern business insight became the foundation for Sterlyn.
Overcoming Challenges to Launch Sterlyn
Launching the brand wasn’t easy. Vivek wanted Sterlyn to focus on affordable, everyday gifting, but convincing his family and potential customers to change their mindset was a major hurdle.
“The biggest challenge was shifting the mindset—both within my family and among our customers. Traditional jewelry is often seen as an investment or a luxury item, but I wanted Sterlyn to be about accessible, everyday gifting. Building trust in an online space dominated by bigger brands and educating customers about our unique offering were some of the early challenges,” says Vivek.
What Sets Sterlyn Apart?
Sterlyn offers a wide range of jewelry, including rings, earrings, bracelets, and pendants. But what truly sets it apart is its plastic-positive commitment. As one of India’s first plastic-positive jewelry brands, Sterlyn offsets more plastic than it uses in both production and packaging.
“We partner with recycling initiatives to ensure sustainability is a real focus, not just a buzzword. This commitment came from my desire to build a brand that not only creates beautiful jewelry but also cares about the environment,” explains Vivek.
This eco-friendly approach has resonated with Sterlyn’s target audience, particularly young women aged 18 and above, who appreciate the brand’s sustainability efforts.
Personalization: The Key to Connection
One of Sterlyn’s most innovative offerings is its message-card jewelry, which allows customers to include a personalized message with each piece. This makes it ideal for special occasions like birthdays, anniversaries, or even apologies.
Vivek believes the personal touch has redefined how jewelry is perceived. “We’ve shifted jewelry from being just a product to being a thoughtful, emotional gift,” he says.
Interestingly, this approach has attracted male customers, who now represent 50-60% of Sterlyn’s buyers. Men are purchasing jewelry as gifts for wives, girlfriends, and sisters.
“Around 50-60% of our customers are men. This insight has shaped our marketing strategy, making it easier for men, who might not be familiar with jewelry shopping, to find meaningful gifting options,” Vivek adds.
From Humble Beginnings to Growing Success
Sterlyn started with modest sales of just Rs 38,000 in its first year. However, by offering personalized jewelry, the brand saw its sales soar to Rs 48 lakh the following year. Now, the company has set a goal to hit Rs 2.5 crore in sales by FY25.
“Our success lies in focusing on what the customer truly values—affordable, meaningful gifts,” says Vivek.
The brand has also embraced digital marketing, leveraging collaborations with social media influencers and user-generated content to drive growth.
“By using UGC videos and customer feedback, we’ve refined our products. Influencer partnerships have helped us build trust and recognition,” explains Vivek.
Despite the challenges, Sterlyn has managed to carve out a space in a crowded market. Educating customers about the brand’s unique message-card jewelry and building brand recognition were initial hurdles. But Vivek and his team have focused on storytelling, influencer collaborations, and content creation to overcome them.
Affordable, Minimalist Jewelry
Sterlyn focuses on offering affordable, minimalist designs, ensuring high-quality products without the high price tag. The brand’s operational efficiencies, such as bulk manufacturing and streamlined processes, help maintain this balance.
“We’ve seen consistent revenue growth by focusing on customer needs and emphasizing high-performing product categories,” Vivek says.
Looking Ahead: Scaling and Expanding
As Sterlyn continues to grow, Vivek is exploring ways to scale the business effectively. While the company remains committed to organic growth, he is open to raising external capital if it aligns with the brand’s vision and values.
The goal is to increase the brand’s monthly revenue to over Rs 1 crore within the next 8–10 months. This will be achieved by expanding its team and boosting sales across major e-commerce platforms like Myntra, Nykaa, Amazon, and TataCliq.
Expanding the Product Range
Sterlyn plans to expand its product line with more customizable, expression-card jewelry. The brand is also doubling down on its eco-friendly initiatives, with a focus on sustainability.
Additionally, Sterlyn has plans to move beyond online retail and open offline stores to bring its personalized gifting experience to a wider audience.
“We see a shift toward personalization, affordability, and sustainability in the jewelry market. Sterlyn is perfectly positioned to lead in these areas,” Vivek concludes.
As the jewelry market evolves, Sterlyn’s focus on affordability, sustainability, and personalization places it in a strong position for continued success.
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