In 2024, Ankur Dua and Manali Thareja spotted a big gap in the Indian jewelry market:
most fashion jewelry was either cheap and low quality or so expensive it might as well be
fine jewelry. They launched Nuyug to land right in between—offering stylish, skin-safe,
celebration-ready pieces for people who want sparkle without breaking the bank.
How the Gap Between Fake and Fine Sparked the Idea
Ankur and Manali noticed that fashion jewelry often made wearers itch, lose color, or look
fake. At the same time, quality jewelry was priced so high many avoided it. They asked
themselves: why must one sacrifice look or comfort for the other? This question led to the
birth of Nuyug in August 2024, just ahead of the festive season—when people are looking
for jewelry for weddings, parties, and celebrations.
How Design and Safety Became Central Themes
Nuyug set itself apart by focusing on design, comfort, and skin safety:
● Gold-toned finishes that resist turning green or causing rashes
● Over 400 unique designs launched in just eight months
● Styles crafted for weddings, casual outings, selfies, and everyday glam
● Affordable pricing so you can shop frequently, not just for big events
These features made the brand appealing to both younger shoppers and more traditional
buyers.
How Founders Built the Brand from Scratch
Ankur Dua and Manali Thareja didn’t come from jewelry business backgrounds. But they
shared a strong belief: good design + comfort + skin safety could define modern fashion
jewelry. Manali brought design expertise and cultural sensitivity; Ankur focused on quality
and clear standards. Together, they made Nuyug more than just accessories—it became a
brand that celebrates style, comfort, and reliability.
How ₹1 Crore ARR Was Achieved Quickly
Within months, Nuyug reached ₹1 crore in Annual Recurring Revenue (ARR). Key strategies
that helped:
● Having a strong Direct-to-Consumer (D2C) channel
● Listing on leading online platforms like Myntra, Nykaa Fashion, and Amazon
● Exploiting festive demand at launch, driving high early traction
Even without celebrity endorsements, the quality and design resonated with customers
enough to build a solid revenue base.
How Funding Gave It a Bigger Sparkle
To scale faster, Nuyug raised ₹2.5 crore in pre-seed funding from angel investors and
early-stage funds. This fund is being used to:
● Expand product catalog with more variant styles
● Boost online and offline sales reach
● Improve R&D to ensure finishes and materials last through daily wear
This financial boost allowed Nuyug to invest in better materials and design, which is a big
deal for fashion jewelry brands fighting returns and quality complaints.
How Tradition and Modernity Blend in Their Collections
Though Nuyug leans heavily on modern styles, they don’t forget Indian festival and wedding
themes. Their collections include jhumkas, chokers, and bangles with a twist—more
comfortable, skin-safe, and fresh in design. They balance traditional motifs with bold
colorways, wearable for everyday fashion too. That mix made their jewelry relatable to many
demographics.
How User Experience Builds Customer Loyalty
Nuyug focuses on giving a polished shopping experience:
● Clear product photos and honest descriptions to avoid surprises
● Supportive customer service that responds quickly
● Packaging that looks premium and feels pleasant to receive
● Filters and search options to help users explore designs suited to their tastes
These small touches help shoppers feel confident and encourage repeat purchases.
How Nuyug Plans to Shine Further
Nuyug is now aiming to grow into its next phase:
● Introducing bridal and festive bundles showing coordinated pieces
● Expanding into physical pop-ups and offline flagship stores
● Designing region-specific lines for local festivals or styles
● Increasing investment in material durability so jewelry holds up longer
Each step is meant to deepen trust and expand reach without losing what made Nuyug
special.
Featured by TheMarketingMirror.com
At TheMarketingMirror.com, we showcase startups that bring style, integrity, and
innovation together. Nuyug’s journey—from founders seeing a simple market gap to
building a brand with ₹1 Crore ARR in under a year—is proof that quality, thoughtful
design, and trust can redefine an industry.
If your business is doing something similar—creating impact, expressing culture, and
building brand love—we’d love to feature your story next.
