Vermeil Jewellery Brand Trisu Raises Funding From All In Capital, Others

Gurugram-based vermeil jewellery brand Trisu has raised an undisclosed amount in a pre-seed funding round led by All In Capital, along with participation from JK Tyres, Amaanta Group and a clutch of angel investors.

Trisu plans to use the capital for customer acquisition, product innovation, and market expansion. 

For the uninitiated, vermeil jewellery consists of a sterling silver base with a thick layer of gold plating, offering a durable and affordable alternative to gold jewellery. 

Founded by Saloni Chopra in 2023, Trisu offers gold vermeil jewellery with 18-karat gold plating on silver. The brand aims to provide affordable gold alternatives for customers aged 30-60.

“We aim to disrupt India’s $80 billion jewellery market with unique vermeil pieces that look like solid gold but cost less. Our goal is to capture 10% of the everyday gold jewellery market by 2034,” said Chopra.

Trisu claims to have achieved 24X growth within eight months of its operation. The company aims to generate $1 Mn in monthly recurring revenue by 2025 and open ten shop-in-shops and five exclusive outlets in the next two years.

By the end of this year, the company plans to expand its presence across all marketplaces, including quick commerce platforms.

The startup is capitalising on key trends in the industry, including the rising demand for affordable luxury and the fusion of traditional and modern designs. 

Several Indian brands offer similar gold-plated or gold-vermeil style jewellery, including Nekhi India, Elinor Jewels, Lastnight India, Pipa Bella and Mellora among others. 

The jewellery market is expected to grow at a CAGR of 5.7% from 2024 to 2030 according to Grandview Research, driven by increasing disposable incomes and changing consumer preferences.