Entrepreneurs Today recently reached out to Vidhi Gupta, the Co-founder and Creative Director of Zariin Jewellery, a brand she launched in 2010. With a major in Finance from the Kelley School of Business at Indiana University, Vidhi along with her sister Mamta, initially introduced Zariin to the international market, securing placements in prominent multi-designer stores like Anthropologie and Henri Bendel.
The brand quickly gained global appeal, appearing in outlets such as Saks Fifth Avenue, Tomorrowland, and Takashimaya. Zariin’s success stems from its distinctive fusion of Eastern craftsmanship and Western minimalism.
In 2018, Zariin expanded its reach to India with a Direct-to-Consumer webstore. The brand has since become a favourite among celebrities like Sonam Kapoor and Priyanka Chopra and has received awards from fashion publications like Elle and Grazia. Zariin is now recognised for its accessible yet sophisticated daily jewellery.
About Zariin
Vidhi Gupta was inspired to create Zariin Jewelry by the industry’s divide between high-end fine jewellery and low-quality, aesthetically bland options. Recognising a gap, she set out to create a new category of high-quality, artisanal, and premium fashion jewellery in India. Vidhi reveals,
“The idea was to build a global luxury brand with modern, wearable, distinguished jewellery, at accessible prices. Zariin markets itself as crafted demi-fine jewellery positioned and priced in the “gap” between fine and fashion jewellery.”
Unlike Others in the Market
Zariin Jewelry stands out in the accessible luxury segment by bridging the gap between fine and costume jewellery. The brand uniquely combines traditional craftsmanship with contemporary design, resulting in modern, wearable pieces that offer both versatility and durability.
Interviewer: Are there any sustainability and ethical practices followed during the process?
Vidhi: “Zariin’s commitment to affordable luxury is matched by its dedication to sustainability and ethical practices. The brand supports fair wages, safe working conditions, and professional growth for its artisans, ensuring that their jewellery is both beautiful and socially responsible. We are the only fashion jewelry label in the country that provides lifetime plating warranty on our jewelry which promotes conscious consumption – which is a huge need of the hour.
Navigating Challenges
Some challenges Zariin faced during the pandemic included navigating a crowded market with a surge of new homegrown jewellery brands, which led to blurred design languages and increased competition.
To address this, Zariin focused on identifying its unique niche by venturing into healing jewellery. They launched their Chakra gemstone collection, designed to balance and unblock the seven energy centres of the body. This strategic move not only helped Zariin stand out but also contributed to the success of their bestselling collections.
Additionally, Zariin invested in educating their customers through healing workshops and wellness initiatives, further solidifying their position in the gemstone healing space.
Milestones
Zariin has achieved significant milestones, including establishing a global presence with their jewelry stocked in over 200 stores worldwide, such as Anthropologie and Saks Fifth Avenue, and in key Indian multi-designer stores like Ogaan and Ensemble.
The brand recently celebrated the opening of its first flagship store in Dhan Mill, Delhi. Notably, Zariin is distinguished by its lifetime plating warranty, promoting conscious consumption.
The brand has garnered recognition through awards such as the Grazia Young Fashion Award (2013) and the Elle Graduate Award (2014).
Proudly carrying the “Made in India” label, Zariin has also become a favourite among celebrities, including Sonam Kapoor Ahuja, Priyanka Chopra Jonas, Alia Bhatt, Soha Ali Khan, and Deepika Padukone, as well as sports personalities like PV Sindhu and author Padma Lakshmi.
Plans Ahead
“We envision Zariin’s stores and shops in different cities across the world, where women can treat themselves to memorable experiences, shop for themselves, and feel part of a greater community that supports each other in their respective journeys.”
Zariin envisions becoming the go-to, inclusive jewellery brand for women globally, offering personalised and customised jewellery that supports individual healing and wellness journeys. The brand aims to empower its community through education on the powers and energies of gemstones, enabling customers to create meaningful, intentional jewellery.
Zariin is also committed to giving back to its artisans by enhancing their financial independence and providing educational opportunities for their families, thus fostering long-term growth and empowerment within their communities.
Major Takeaways
There are several lessons Vidhi learned during her journey. She emphasises that starting and sustaining a business requires an unwavering passion for one’s craft. This passion not only drives perseverance through challenging times but also attracts others to support and join your journey.
According to Vidhi, assembling a strong team of talented individuals who share your vision and complement your skills is essential; such a cohesive team is instrumental in overcoming obstacles and fostering growth.
A customer-centric approach is also critical. Vidhi advocates for identifying your niche and aligning it with the needs of your customers.
Embracing technological advancements and innovation, she notes, can distinguish your brand and improve operational efficiency. Furthermore, she stresses the importance of financial discipline, balancing ambitious growth plans with financial stability to ensure long-term success.
For budding entrepreneurs, Vidhi offers a message,
“Be passionate, be curious and learn continuously. Value relationships – they are the backbone of your business. Celebrate smaller milestones!”
