{D2C 100} Estele: A Legacy of Fashion Jewelry
{D2C 100} Estele: A Legacy of Fashion Jewelry

Estele has been an established fashion jewelry brand since its inception in 1989. In an attempt to create an impact enterprise that would be a women majority enterprise, most of the brand’s products are designed, manufactured, and sold by women.

With its target audience being women between the ages of 15-50 years, Estele follows business models including D2C, B2B2C, and B2B for its international markets. With its complete focus on the fashion jewelry space, it aims to be the one-stop shop for every woman’s fashion jewelry needs.

Being a Make in India brand since the early 2010s, Estele is constantly investing in its factories to become better and more efficient to enable price competitiveness ensuring a market differentiating factor. Besides, 95 percent of Estele’s jewelry is produced by the brand which enables it to ensure warranty, guarantee, and service programs for fashion jewelry.

“Our focus towards manufacturing and ‘Make in India’ enables us to offer over 40,000 SKUs to our customers and enables faster go to market for viral trends in the age of social media,” said Youhan Noria, Chief Business Officer, Estele.

Following its women-majority enterprise, Estele has over 350 employees in its retail and manufacturing arms with 75 percent being women. Moreover, in order to make a sustainable sale, the brand follows an ethical pricing structure, offering value to its customers. Estele continues to work with distributors that have enabled it to have 800 points of sale and aims to reach over 3,000 in the next 3 years.

Lockdown 2020 is the brand’s inflection point and Estele started its online operations. Due to the accelerated growth, it witnessed in the online space, today the brand is 50 percent physical and 50 percent digital and intends to become completely omnichannel by 2024.

Over the past 3 decades, Estele has reached over 40 million households indirectly and over 5 million households directly. Furthermore, the brand has witnessed around 100 percent year-on-year growth with its Monthly Marketing Revenue (MRR) being Rs 3.25 to Rs 3.5 crore of its Gross Merchandise Value (GMV) and aims to reach a target of Rs 50 crore Annual Recurring Revenue (ARR) by next few months.

Apart from the Indian market, Estele products have an international presence too with countries like Singapore, Malaysia, Philippines, Uganda, Kenya, Hong Kong, the USA, and Indonesia to name a few. Estele plans to launch different products in a phased manner, while increasing its physical touchpoints to 3,000, building upon its omnichannel offering with special emphasis on the website.

“We will be opening 100 exclusive stores, intending to build on our long term with MBOs such as Shopper Stop, Landmark Group, Reliance, Spencer’s and further deepen our partnerships with marketplaces such as Amazon, Flipkart, AJIO, Myntra, Nykaa, and others” added Noria.

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