Jewelry has always been more than an accessory. It is a reflection of culture, identity, and personal expression. In today’s evolving fashion landscape, consumers seek pieces that balance affordability with authenticity while celebrating individuality through design. The global jewelry and watch industry is witnessing a shift from purely ornamental pieces to meaningful everyday wear. As women embrace versatility and personal style, brands that combine quality craftsmanship with accessible pricing are reshaping the market. This is where Anvik, a young but promising label, enters the scene, blending traditional artistry with modern sensibilities to make jewelry more relatable and personal.
The Journey From Fashion To Jewelry.
Anvik was founded in 2023 by Nisha Varma, a fashion design graduate from SNDT University, who brings with her more than two decades of experience in the apparel and accessories industry. After working with brands such as Holi, Pantaloon, Etam, and the House of Anita Dongre, she realized her true interest lay in accessories, particularly jewelry. Her decision to start Anvik was fueled by the desire to create a brand of her own after years of corporate experience.
Initially, stepping into the jewelry space was both exciting and challenging. Nisha had primarily worked in offline retail, so entering the world of e-commerce demanded an entirely new set of skills. From building a website to navigating competitive marketplaces, the learning curve was steep. However, the consistent month-on-month growth and early recognition on platforms like Myntra validated her vision and gave her the confidence to expand Anvik steadily.
Products That Blend Quality, Variety And Affordability.
Anvik specializes in imitation jewelry, often referred to as fashion jewelry, with a strong focus on silver oxidized pieces. The brand emphasizes sustainable practices by avoiding plastic in packaging and working with high-quality materials like brass, zinc, and glass stones. This ensures that customers receive designs that are not only stylish but also durable and well-crafted.
The product line has grown from simple studs and day wear jewelry to gold-polished festive pieces suitable for weddings and special occasions. Customers can explore a wide range of colorful jewelry on Anvik’s website, with over 700 options available. From studs and drop earrings to Chandbali’s, Jhumka, and ear chains, the variety is extensive. Soon, the brand will also introduce anklets and toe rings, further expanding its offerings for everyday and festive wear.
Building Trust And Looking Ahead.
What truly makes Anvik stand out is its commitment to quality and authenticity. Most of its production takes place in Jaipur, Kolkata, and Mumbai, where Nisha personally ensures the vendors uphold the brand’s standards. Only high-quality stones and metals are used, setting Anvik apart from other fashion jewelry players that often rely on cheaper alternatives.
In less than two years, Anvik has achieved remarkable milestones. Being ranked among the top 50 jewelry brands on Myntra within six months of launch and being approached by Nykaa to join their marketplace are achievements that reinforce its growing credibility. Looking forward, the brand plans to strengthen its online presence, enter more marketplaces, and eventually establish offline stores. There are also plans to diversify into bags, keeping the focus on expanding thoughtfully and sustainably.
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