What Aulerth does

Aulerth International is an India-based, digital-first sustainable jewelry house founded in 2021 in Gurgaon. The company designs, manufactures, and sells semi-precious couture-inspired jewelry produced from recycled base metals (sourced from automotive and construction equipment) with 22-karat gold plating at 4-6x industry-standard thickness and semi-precious or lab-created stones, engineered for lifetime durability and accompanied by a lifetime warranty. All collections are co-developed with five leading Indian fashion designers or design houses — Ekaya Banaras, Shivan & Narresh, Tribe Amrapali, Suneet Varma, and JJV by JJ Valaya — yielding named collections (Numisma, Opaline/Odeta, Gulmohar, Pakeezah/Rosa/Mehr, Rumeli/Amelia/Azra) plus a dedicated men's line.

The business operates a hybrid distribution model: a Shopify-powered direct-to-consumer e-commerce site (aulerth.com) supporting six currencies and global shipping, supplemented by physical retail stores in Gurgaon (HQ/studio by appointment), Bengaluru, and Delhi (GK-1). Revenue is generated through one-time purchase of pieces ranging from approximately $84 entry items to $1,932 luxury statement pieces, a short-term rental service called Aulerth Loop (India only, minimum 2-3 weeks), a 12-month exchange program offering trade-in credit, and digital gift cards. Pricing is tiered across entry-level (under $200), mid-tier ($200-$400), and luxury ($400+), with clearance discounts up to 50%.

The target customer is the conscious-luxury Indian consumer seeking statement jewelry for weddings, sangeets, and special occasions, with secondary segments in work-wear, gifting, everyday fashion, men's jewelry, and the global Indian diaspora. The brand is backed by a $1.1M seed round led by Singapore-based M Venture Partners (with additional support from LV Angel Fund, Propell, Appreciate Capital, and angels including designer Tarun Tahiliani and ex-Swarovski CEO Taro Nordheider), and is promoted through celebrity endorsements, designer partnerships, and earned media in Vogue and Harper's Bazaar. Headcount is reported at 1-10.

Name

Aulerth

Legal name

Aulerth International

Website

https://aulerth.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Aulerth International is an India-based sustainable jewelry house (founded 2021, Gurgaon) that designs and sells gold-plated, recycled-metal couture jewelry in partnership with five leading Indian designers across DTC e-commerce and three physical stores.

Ownership category

akta.pro rank

Product category

Sustainable Jewelry

NAICS

Jewelry and Silverware Manufacturing (339910), Jewelry Retailers (458310)

SIC

Costume Jewelry & Novelties (3960), Jewelry, Silverware & Plated Ware (3910), Retail-Jewelry Stores (5944)

akta.pro primary industry

Designer/Artisan Fashion Jewelry (Independent Brands) (CRAKABAC)

akta.pro secondary industries

Ethical/Sustainable & Recycled Materials Jewelry Manufacturing (CRAKAIAM), Custom Fashion/Costume & Alternative Materials Jewelry (CRAKAHAC)

Keywords

• Sustainable jewelry
• Fashion jewelry
• Designer jewelry
• Recycled metal jewelry
• Jewelry rental

Headquarters

HQ city

Gurugram

HQ country

India

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Product Sales: One-time purchase model where customers buy jewelry pieces directly. Products range from entry-level ($84) to luxury pieces ($1,932+). Includes sale/discount tiers (up to 50% off) for clearance inventory.
2. Aulerth Loop (Rental): Short-term rental program allowing customers to wear jewelry for occasions (minimum 2-3 weeks in India) and return, promoting conscious consumption. Provides flexibility without full ownership commitment.
3. Exchange Program: Customers can exchange jewelry after 12 months of purchase, allowing them to refresh their collection while the brand retains value through trade-ins.
4. Gift Cards: Digital gift cards available in selected values, enabling gifting and driving new customer acquisition.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core offering

Aulerth designs, manufactures, and sells semi-precious sustainable jewelry created exclusively in partnership with leading Indian designers (Ekaya Banaras, Shivan & Narresh, Tribe Amrapali, Suneet Varma, JJ Valaya). Pieces are crafted from recycled metals with 22-karat gold plating and semi-precious stones, sold directly via e-commerce, physical stores in Gurgaon/Bengaluru/Delhi, and a short-term rental service (Aulerth Loop).

Product overview

Aulerth is a sustainable jewelry design house that creates semi-precious couture-inspired jewelry exclusively in partnership with leading Indian designers (Ekaya Banaras, Shivan & Narresh, Tribe Amrapali, Suneet Varma, JJ Valaya). The company offers multiple designer collections including Numisma, Opaline/Odeta, Pakeezah/Rosa, Gulmohar, and Rumeli/Amelia/Azra/Mehr, all crafted from recycled metals with gold plating and semi-precious stones. Aulerth provides flexible ownership options including direct purchase, the Aulerth Loop rental service, and exchange programs, targeting conscious consumers seeking luxury jewelry with minimal environmental footprint.

Differentiator

Problem solved

Functional benefit

Products and services

• Semi-Precious Sustainable Jewelry Couture-inspired semi-precious jewelry made from recycled metals with gold plating and semi-precious stones, engineered for lifetime durability with minimal environmental footprint, sold to consumers via e-commerce and retail stores.
• Aulerth Loop (Jewelry Rental Service)

Quantifiable outcome

• Approximately 144 tonnes of toxic waste & 2 tonnes of CO2 emissions avoided per major jewelry piece compared to gold mining (for Alizeh Earrings)
• +4 more outcomes

Named customers12 records

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Ekaya BanarascoreStrategic or Co-development PartnerLeading Indian textile brand creating bespoke handloom products, now partnered with Aulerth for jewelry collections. Palak Shah (CEO) leads the brand with 10,000+ weavers from Banaras. Collections include Opaline and Odeta lines.
• Shivan & NarreshcoreStrategic or Co-development PartnerIndia's first luxury holiday brand, known for bold swimwear. The designer duo creates the Numisma collection for Aulerth featuring jewelry with high-grade zirconia and enamel work.
• Tribe AmrapalicoreStrategic or Co-development PartnerIndian jewelry brand juxtaposing innovative designs with understated luxury. Creates Gulmohar collection featuring floral-inspired pieces with semi-precious stones.
• Suneet VarmacoreStrategic or Co-development PartnerOne of India's foremost couturiers known for glamour and timeless style. Creates Pakeezah and Rosa collections for Aulerth featuring Mughal-inspired Kundan jewelry.
• JJV by JJ ValayacoreStrategic or Co-development PartnerHouse of Valaya, led by celebrated Indian couturier JJ Valaya. Creates Rumeli, Amelia, Azra, and Valaya Perennials collections for Aulerth.
• American Express ExperiencesminorGTM or Marketing PartnerPartnership providing American Express cardholders access to exclusive experiences and potentially preferential access to Aulerth products/events.
• CRY (Child Relief and You)minorOthersNon-profit partnership where net proceeds from The Altruist Kada Bracelet are donated to CRY for education of the girl child.
• Olive (Restaurant)minorGTM or Marketing PartnerCulinary partnership for brand experiences and events.
• DiGhentminorGTM or Marketing PartnerCulinary partnership for brand experiences.
• Sula VineyardsminorGTM or Marketing PartnerCelebration partnership for events and experiences.
• INSEADminorGTM or Marketing PartnerEducational institution partnership under 'Ladies Who Lead' initiative, positioning Aulerth with professional women audiences.
• Kama AyurvedaminorGTM or Marketing PartnerGifting partnership for co-marketing and bundled offerings.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mejuri: Canadian direct-to-consumer fine jewelry brand selling accessible-luxury pieces online and in showrooms with a sustainability/responsible-sourcing narrative — closest comparable to Aulerth's sustainable D2C designer-jewelry model.
• CaratLane: India's largest omnichannel D2C jewelry brand (Titan-backed), offering everyday and occasion jewelry via e-commerce and 100+ stores. Closest Indian scale analog in D2C jewelry retail and digital-first positioning.
• BlueStone: Indian online-first fine jewelry retailer offering modern designs through digital channels and physical stores; comparable as an India-focused digitally-native jewelry brand targeting similar occasion-driven buyers.
• AUrate: NYC-based sustainable fine jewelry brand using ethically sourced materials and conflict-free diamonds with a D2C model; highly comparable on the conscious-luxury positioning that defines Aulerth's value proposition.
• Vrai: Direct-to-consumer fine jewelry brand built around sustainably lab-grown diamonds and recycled gold with transparent supply chain; parallels Aulerth's recycled-metals and lab/ethical-stones sustainability thesis.

Broad incumbents

• Tanishq (Titan Company): India's largest jewelry retailer by revenue with thousands of stores; broad incumbent competing for the same bridal/occasion customer but with mass-market positioning and far greater scale.
• Swarovski: Global crystal and costume/fashion jewelry brand offering design-forward pieces at accessible luxury; comparable positioning to Aulerth's couture-inspired fashion jewelry, with former Swarovski Professional CEO Taro Nordheider among Aulerth's angel investors.
• Malabar Gold & Diamonds: India-headquartered multinational jewelry chain with extensive retail footprint; comparable as a broad incumbent in the Indian bridal and occasion-jewelry category where Aulerth also competes.
• Pandora: Global mass-market jewelry brand with a brand-owned retail and digital model focused on accessible, design-led pieces; relevant incumbent analog for Aulerth's D2C + owned-store omnichannel.

Emerging players

• GIVA: Indian D2C silver jewelry brand building a digital-first brand around accessible everyday pieces; emerging competitor pursuing similar online-first occasion gifting customer in India.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Aulerth-112353108018181
• LinkedInlinkedin.com/company/aulerth
• Instagraminstagram.com/aulerthofficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors4 records

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 Aulerth