How This D2C Brand Is Fusing Heritage And Modern Designs To Redefine Silver Jewellery In India

Rooted in the legacy of Sri Vasavi Thangamaaligai, a jewellery house serving customers since 1942 in Dindigul, Tamil Nadu, The Amethyst Store was born out of a deep understanding of evolving preferences and a passion for making silver jewellery both luxurious and accessible.

Growing up in a family deeply rooted in fine jewellery, siblings Srinithi, Sweatha, and Shricharran witnessed firsthand the industry’s evolution from handcrafted gold ornaments to a growing demand for everyday elegance. This shift in consumer behavior sparked a question: What if heritage craftsmanship met modern design to create jewellery that’s both luxurious and affordable?

But that wasn’t it—the true validation came during a college project. When Srinithi designed and crafted ten unique silver jewellery pieces by blending heritage techniques with contemporary aesthetics. She received an overwhelming response, as every piece was sold out within a week. 

What further solidified this vision, however, were conversations with young professionals and brides. They weren’t just looking for statement pieces for grand celebrations, they wanted jewellery that was sophisticated yet versatile enough to be worn beyond special occasions.

This realisation became the cornerstone of The Amethyst Store, founded in 2018 as a D2C brand offering high-quality, finely crafted gold-plated silver jewellery that seamlessly blends tradition with modernity. 

The Perfect Alternative To Gold

The Amethyst Store makes jewellery accessible for everyday wear rather than reserving it for special occasions. The brand focuses on gold-plated silver jewellery, offering an alternative to gold that provides the same visual appeal at a lower cost. Its decades of expertise combined with modern designs ensure each piece fits both traditional and contemporary preferences.

Each piece is self-designed and crafted to cater to women looking for jewellery that suits both festive and daily wear. The brand also provides personalised recommendations and custom jewellery options.

Some of its flagship products include temple jewellery, necklaces, jhumkas, oddiyanams, and jadas designed to resemble gold. The Victorian collection features filigree work and gemstones, while the oxidised Pichwai collection showcases hand-painted art within jewellery.

Inside The Multi-Channel Growth Strategy 

The Tamil Nadu-based D2C brand witnessed a 21.56% jump in revenue in the financial year 2023-2024 (FY24), reaching INR 18.72 Cr from INR 15.40 Cr in FY23. This growth was driven by retail expansion and the launch of a new store in Bengaluru.

The brand also expanded internationally to 10 new countries by introducing free worldwide shipping. Over the last five years, it has successfully conducted 100+ pop-ups across Hyderabad, Chennai, Bengaluru, Vizag, Mysuru, Coimbatore, Erode, and Madurai. 

The D2C brand has strategically expanded its offline presence through flagship stores and shop-in-shop models within Sri Vasavi Thangamaaligai stores, currently operating in Chennai, Dindigul, Madurai, and Bengaluru. It also strengthened customer engagement through retention marketing, IVR calling, and post-sales support, increasing repeat purchases to 30% in FY24.

Currently, with four retail locations, the brand plans to launch a standalone store in Coimbatore by April 2025, further strengthening its footprint in South India. By 2026, it aims to open five more standalone retail stores to enhance its omnichannel presence and establish its first international retail store. It also plans to launch franchise stores in Q3 and Q4 of 2025. 

The D2C brand expects to close FY25 at INR 25 Cr, a 35% increase from the previous year, and is targeting INR 45 Cr in FY26 on the back of new store launches, marketplace expansion, and sales growth across multiple channels.

[Authored By Pooja Yadav]