The urban Indian woman drives the fashion and imitation jewellery market in India, with her disposable income. The Urban Indian Woman craves for Online Branded Artificial Jewellery in India, The 15 to 20% yearly growth in the segment with an estimated market size of Rs 15,000 Crores provides new players to create an identifiable brand in a space dominated by small manufacturers. The segment, which targets young professional women (of ages 18 to 35), has seen the emergence of multiple brands in the last two years. Omni-channel strategy and expansion to underserved Tier-2 and 3 cities ensures that the brand reaches beyond the marketplace.

“Fashion jewellery is a largely unorganised sector. Our target is to encompass tier-2 cities by retailing across 100 multi-brand outlets over the next three years. Apart from this we will set up 32 store-in-store units through tie-ups with malls (Central Mall etc.) through local mall chains over the next two years," says the CEO of a well established retail firm.

Another company is planning to raise Series-B round of Rs. 60 Crore to fund its offline expansion plans. The Company started its operations with a kiosk at a mall in Delhi in 2009, and continues to focus on offline expansion, in order to build a strong brand.

"Touch and feel is essential part of the business. When we went online in 2011, we did not see the value then, but now we are a part of all leading fashion marketplaces since we set up our online store in April 2012. The online channel contributes to 30% of our total sales, which is likely to become equal," says Co-founder and CEO of YouShine.

"Fashion jewellery offers margins ranging from 30 to 40%, making this a profitable venture. The new mind set is to not regard jewellery as an investment, but as an accessory for multiple occasions in urban India. Buying multiple pieces for various outfits and safety issues drives the acceptance of fashion jewellery among Indian women," says Pragya Singh, associate VP Retail at Technopak.

An omni-channel strategy pursued by the sellers provides for shorter timeframes for profitability and an active interest from early stage investors.

"The market for fashion jewellery is large and Voylla offers exclusivity by dispersing the business model and tying up with manufacturers directly. The pieces that remain unsold for 90 days are resigned to the manufacturer that makes a business profitable within two years, which is not possible with pure e-commerce model," says Apoorva Ruparel, partner at EnvoyLabs Consulting LLP and an investor with Voylla follow-up.

Apart from the store-in-store models, selling through women's groups is another model pursued by Juvalia & You, addressing the need for touch and feel of the product.