JewelMaze Private Limited

What JewelMaze Private Limited does

JewelMaze Private Limited is an India-based direct-to-consumer (D2C) fashion jewellery e-commerce brand founded in May 2016 by Ritesh Barbhaya and headquartered in Malad West, Mumbai. The company operates the jewelmaze.com storefront, offering affordable fashion jewellery across categories including necklaces, earrings, bangles, bracelets, and men's jewellery, with a catalogue of 1,152+ SKUs organised into themed collections such as Anti-tarnish, Bridal, Meenakari, Oxidised, Spiritual, Couple, Men's, Kan Chain, and Natural Stone.

The platform is built on Shopify, providing standard e-commerce functionality including catalogue management, checkout, and promotional tooling. Pricing spans Rs. 49 to Rs. 2,229+, positioning the brand firmly in the mass-market affordable fashion jewellery segment rather than fine or premium jewellery. The company has selectively extended beyond its own label by onboarding third-party brands — Bhavi Jewels, Tahura, and Woma — onto the storefront, indicating an early transition from single-brand D2C toward a light multi-brand marketplace model.

JewelMaze's customer base targets fashion-conscious women as the primary segment, with secondary exposure to bridal buyers, men's jewellery shoppers, and spiritual/wellness jewellery consumers through dedicated collections. The business is India-only geographically with no evidence of international shipping or cross-border expansion. The company has raised $4,000,000 from Brand Capital (the strategic investment arm of Bennett, Coleman & Co.) in August 2019, its only disclosed funding event, and operates with a small team of 11–50 employees.

Name

JewelMaze Private Limited

Legal name

JewelMaze Private Limited

Website

https://jewelmaze.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

JewelMaze is an India-based D2C fashion jewellery e-commerce brand operating on Shopify, selling 1,152+ affordable SKUs across themed collections (Bridal, Men's, Spiritual, Meenakari) to fashion-conscious women, bridal buyers, and emerging men's and wellness segments.

Ownership category

akta.pro rank

Product category

Fashion Jewellery E-Commerce

NAICS

Jewelry Retailers (458310), Jewelry Retailers (45831)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings) (CRAKABAA)

akta.pro secondary industries

Designer/Artisan Fashion Jewelry (Independent Brands) (CRAKABAC), Fashion Jewelry Sets & Giftable Collections (CRAKABAL)

Keywords

• Fashion jewellery
• Online jewellery marketplace
• Indian ethnic jewellery
• Bridal jewellery collection
• Affordable fashion accessories

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Marketing or Sales, Operations, Technology or R&D, Personnel

Revenue model

1. Product Sales: Direct product sales of fashion jewellery through the e-commerce platform. Revenue generated from one-time product transactions with no subscription component. The company operates as a marketplace/platform connecting buyers to jewellery products.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

JewelMaze operates a vertically integrated online fashion jewellery marketplace selling affordable, trend-driven jewellery directly to Indian consumers through its Shopify-powered storefront. The catalog spans necklaces, earrings, rings, pendants, bangles, bracelets, accessories, and pre-packaged combos, organized into themed collections (Bridal, Anti-Tarnish, Meenakari, Oxidised, Spiritual, Men's, Couple, Natural Stone). Products are offered at unit prices from Rs. 49 to Rs. 2,229+, with discounts for bulk/combo purchases and partial Cash on Delivery.

Product overview

JewelMaze.com is a vertically integrated fast fashion jewellery online shopping marketplace serving the Indian market. The platform offers a comprehensive portfolio of fashion jewellery across multiple categories (necklaces, earrings, rings, pendants, bangles, bracelets, accessories) organized into themed collections including Couple Jewellery, Bridal Jewellery, Spiritual Jewellery, Anti Tarnish Jewellery, Meenakari Jewellery, Oxidised Jewellery, Men's Jewellery, Kan Chain Earrings, and Natural Stone Bracelets with healing gemstones. The company also provides pre-packaged jewellery combos and runs promotional offers. Founded in May 2016 by Mr. Ritesh Barbhaya and headquartered in Malad West, Mumbai, the Shopify-powered platform sells products ranging from Rs.49 to Rs.2,229 under the JewelMaze brand as well as third-party brands like Bhavi Jewels, Tahura, and Woma.

Differentiator

Problem solved

Functional benefit

Products and services

• Necklaces Extensive online collection of fashion necklaces including Traditional Chokers, Oxidised Necklaces, Kundan Sets, Temple Necklaces, and Stone Necklaces, sold to Indian retail consumers through jewelmaze.com.
• Earrings Online range of fashion earrings including Danglers & Drops, Studs & Tops, Jhumkas, Oxidised Earrings, Meenakari Earrings, and Kan Chain Earrings for Indian retail customers.
• Rings Collection of couple rings and adjustable rings, including Heart Design Couple Rings and American Diamond Anti Tarnish Adjustable Rings, sold online to consumers.
• Pendants Online selection of chain pendants, pendant sets, and stainless steel pendants for retail customers.
• Bangles Online collection of bangles and bangle sets, AD bracelets, and Kada for Indian consumers.
• Bracelets Online selection of natural stone bracelets, beaded bracelets, Austrian Stone bracelets, crystal beads bracelets, and healing gemstone bracelets for retail buyers.
• Accessories Online accessory collection including Mangalsutra, Brooch, and Kan Chain pieces sold to Indian retail consumers.
• Combos Curated multi-piece jewellery bundles combining necklaces, bracelets, and earrings, packaged for value-conscious retail buyers.
• Bridal Jewellery Collection Online bridal jewellery collection featuring Crystal Stone, Austrian Stone, Kundan, and Polki pieces for brides and wedding shoppers.
• Anti Tarnish Jewellery Collection Online anti-tarnish jewellery collection with Korean style earrings combos, Demi Fine pieces, and Monalisa stone stud earrings for retail customers.
• Meenakari Jewellery Collection Traditional enamel work jewellery collection with multicolored matte Meenakari danglers and bead drop earrings for retail buyers.
• Oxidised Jewellery Collection Antique-style oxidised plated jewellery collection with Maang Tikka sets, crystal stone pieces, and Kundan temple sets for retail customers.
• Men's Jewellery Collection Men's accessories collection with chain pendants (Ram, Hanuman, Mahakal, Shiva), beaded bracelets, and mala combos for male retail buyers.
• Couple Jewellery Collection Matching jewellery sets for couples including King and Queen bracelets and heart magnet bracelet sets for retail gifting and personal use.
• Spiritual Jewellery Collection Positive energy and spiritual jewellery collection featuring evil eye pieces, OM pendants, Hanuman pendants, and Trishul chain pendants for retail buyers.
• Natural Stone Bracelets Collection Healing crystal and gemstone bracelet collection featuring Lapis Lazuli, Amethyst, Citrine, Rose Quartz, and Amazonite for meditation and healing.
• Kan Chain Earrings Collection Traditional kan chain earrings with layered multi-line designs in pearl and various plating options for retail customers.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• ShopifycoreTechnology or IntegrationE-commerce platform infrastructure provider powering the jewelmaze.com online storefront. Shopify provides the website framework, shopping cart, payment processing, and order management capabilities for the jewelry marketplace.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Voylla: Voylla is an India-based online fashion and costume jewelry retailer offering affordable everyday and themed collections across necklaces, earrings, and bracelets. It is the closest direct peer to JewelMaze given similar price ladder, ethnic-meets-modern assortment, and DTC e-commerce model.
• CaratLane: CaratLane (Titan-owned) is a leading Indian online jewelry retailer spanning both fashion and fine categories, with strong brand recognition, try-at-home logistics, and broader assortment. Comparable to JewelMaze in fashion jewelry but with significantly more capital and parent-company backing.
• BlueStone: BlueStone is an Indian online-first jewelry retailer with extensive collections in both everyday fashion and fine jewelry. It competes directly with JewelMaze for online jewelry share in India, particularly via omni-channel showrooms and aggressive digital marketing.
• Mirraw: Mirraw is an Indian online marketplace specializing in ethnic, traditional, and bridal jewelry including Kundan, Meenakari, and temple pieces — overlapping heavily with JewelMaze's themed ethnic collections. Comparable in catalog breadth and India-only focus.
• Melano: Melano is an Indian fashion and artificial jewelry e-commerce brand targeting women with affordable, trendy everyday pieces. Direct overlap with JewelMaze's everyday fashion jewelry positioning and budget price points.

Emerging players

• Pipa Bella: Pipa Bella is an Indian online fashion jewelry brand offering trend-led, affordable pieces targeted at young women. Comparable to JewelMaze's fashion-conscious woman segment with narrower assortment but stronger influencer-marketing focus.
• Isharya: Isharya is an Indian designer fashion jewelry brand with a DTC and offline retail presence, focusing on contemporary statement pieces at slightly higher price points than JewelMaze. Comparable as an independent Indian fashion jewelry brand targeting style-conscious shoppers.

Broad incumbents

• Nykaa Fashion: Nykaa Fashion is the apparel and accessories arm of FSNEverscent-owned Nykaa, carrying jewelry among many other categories. As a broader fashion platform with category breadth and brand recognition, it competes for the same Indian online jewelry shopper but within a much wider assortment.
• Myntra (jewelry category): Myntra, owned by Walmart-owned Flipkart, is one of India's largest online fashion destinations carrying jewelry, accessories, and apparel. It functions as a broad incumbent marketplace against which independent DTC jewelry brands like JewelMaze compete for traffic and brand discovery.
• Amazon India (jewelry category): Amazon India operates a massive marketplace with a substantial jewelry vertical featuring both fine and fashion jewelry from third-party sellers. As a broad incumbent, it competes for both price-conscious fashion jewelry buyers and aggregator/share-of-search dominance.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCsqvEH6-SMXOBqc29AmUCgw
• Facebookfacebook.com/JewelMazeFashion
• Instagraminstagram.com/jewelmaze_com/?hl=en
• Xx.com/jewelmaze_com

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about JewelMaze Private Limited