For decades, jewellery in India has been tied to tradition, wealth, and investment. What was missing was jewellery that could be worn daily and carried meaning beyond luxury. Spotting this gap, Vivek Soni launched Sterlyn, a D2C silver jewellery brand, in 2022.
Breaking Old Mindsets
Coming from a family with four decades in the jewellery business, Vivek took a different path with an MBA in Finance and a career in credit and risk management before turning to entrepreneurship. His biggest challenge was shifting mindsets, both within his family and among customers. Instead of jewellery as luxury or investment, he positioned Sterlyn around everyday, affordable gifting.
What Sets Sterlyn Apart
Sterlyn offers rings, earrings, bracelets, pendants, and jewellery sets, but its biggest differentiator is being one of India’s first plastic-positive jewellery brands. It offsets more plastic than it uses in production and packaging by collaborating with recycling initiatives. For its young audience, this sustainability commitment has been as important as the jewellery itself.
Personal Touch
Sterlyn’s standout idea is message-card jewellery, pieces paired with customisable cards. Whether it’s a birthday, anniversary, or apology, buyers can make their gifts personal. This idea has reshaped how customers see jewellery, making it about emotions, not just accessories. Interestingly, 50–60% of Sterlyn’s customers are men buying gifts for wives, girlfriends, or sisters.
Growth Story
Sterlyn started small, with just Rs 38,000 in sales in its first year. By focusing on meaningful, affordable gifting, the brand scaled to Rs 48 lakh the next year and is now targeting Rs 2.5 crore in FY25. Growth has come from digital marketing, influencer collaborations, and user-generated content, which helped build trust in a crowded online market.
Strategy and Pricing
The brand focuses on lightweight, minimalistic designs to keep products affordable without compromising quality. Streamlined operations and bulk manufacturing allow Sterlyn to offer competitive pricing while staying profitable.
The Road Ahead
Sterlyn is eyeing Rs 1 crore+ in monthly revenue within the next 8–10 months. The plan includes essential hires, expanding across marketplaces like Amazon, Myntra, Nykaa, and TataCliq, and eventually opening offline stores. The product line will also expand with more customisable and eco-friendly options.
