Ahmedabad (Gujarat) [India], October 26: Jewelchic, the new direct-to-consumer jewellery brand from Satva Gold, is combining physical retail with digital services as it begins its expansion across India. The brand has opened its first store in Ahmedabad, plans to add two more outlets over the next three months and is launching an e-commerce platform to reach customers nationwide.
Focused on everyday 9KT real gold jewellery, Jewelchic is building its distribution strategy around the idea that buying jewellery should not depend on proximity to a store. Alongside online browsing and purchases, the brand is introducing assisted video-call shopping, allowing customers to explore its collections and receive guidance remotely.
The service aims to bring elements of an in-store consultation to customers who prefer to shop from home or live in locations that do not have a Jewelchic outlet. Personalisation and engraving will allow customers to customise selected pieces, adding an individual touch to their purchases.
Jewelchic's collections feature contemporary designs intended for everyday wear, positioning 9KT gold as an option for customers looking beyond jewellery reserved for special occasions. Its retail and digital channels will offer customers different ways to discover and purchase these designs.
Dhruv Shah, founder of Jewelchic, said the expansion strategy was designed to connect the brand with customers through multiple channels.
"Building a national brand today requires more than opening stores in different cities. Customers want the freedom to discover products online, seek advice when they need it and choose how they complete a purchase. We are building Jewelchic around that flexibility, while ensuring that our physical stores remain an important part of the experience. Ahmedabad is our first step, and we will continue to expand our reach over the coming months," he said.
Suhani Shah, co-founder of Jewelchic, said the digital offering would retain the personal element of jewellery shopping.
"Jewellery is something people often want to see closely, understand and imagine wearing before they make a decision. Through assisted video shopping, we want to make that interaction possible even when a customer cannot visit a store. Personalisation adds another dimension, allowing customers to choose pieces that have individual meaning rather than simply selecting from a catalogue," she said.
Jewelchic is also working towards building one of India's largest 9KT gold jewellery collections. Actor Radhika Madan has been named Jewelchic's brand ambassador and will feature in its upcoming campaigns
