Sia Art Jewellery

What Sia Art Jewellery does

Sia Art Jewellery, operating legally as Sia Jewels Private Limited, is a Mumbai-headquartered Indian fashion jewellery retailer founded in 1995. The company operates a direct-to-consumer e-commerce platform at siajewellery.com (a Shopify-based storefront) alongside physical retail boutiques and a franchise network across India, with multi-currency checkout supporting INR, USD, EUR, GBP, and CAD for international customers.

The product portfolio spans three core categories — earrings (studs, jhumkas, hoops, chandbalis, danglers, ear cuffs), necklaces (sets, pendants, chokers, long necklaces, beaded malas), and accessories (bracelets, bangles, rings, hair accessories, maang tikkas) — with a catalogue of 600+ SKUs. Offerings are organised across in-house lines, a hallmarked 92.5 Sterling Silver collection, personalised/engraved jewellery, gift cards, and ten third-party designer labels (Aarika by Sarika Kapoor, Bauble Bazaar, BBlingg, D'oro, Hrisha Jewels, Maisara, VIVINIA, Tres Zuri Silver, The Bling Girl, The Mix Vogue) functioning as a marketplace/reseller layer. Pricing ranges from ₹150 for entry-level fashion pieces to ₹70,000 for premium bridal sets, with tiered positioning from budget fashion through luxury bridal/heavy jewellery.

Revenue is generated through one-time product sales (the dominant stream) supplemented by gift cards, sterling silver premiums, and what appears to be consignment/marketplace commissions on third-party designer labels. The customer base is led by fashion-conscious Indian women aged 18–45 seeking affordable ethnic jewellery, with secondary segments in bridal/wedding buyers, corporate/B2B gifting clients, and the global Indian diaspora. Brand visibility has been built over 25+ years through Bollywood placements (Om Shanti Om), recurring TV show features (Jassi Jaisi Koi Nahin, Nach Baliye 1 & 3, among others), and organic celebrity engagement from Preity Zinta, Juhi Chawla, and Shakira. The company employs 51–100 staff and shows no external funding, M&A, or leadership change activity in the available record.

Name

Sia Art Jewellery

Legal name

Sia Jewels Private Limited

Website

https://siajewellery.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

51–100 employees

Short description

Sia Art Jewellery is a Mumbai-based Indian fashion jewellery retailer and e-commerce platform founded in 1995, selling earrings, necklaces, accessories, and hallmarked sterling silver jewellery to fashion-conscious Indian women, bridal buyers, corporate gifting clients, and the global Indian diaspora through DTC, retail stores, and franchises.

Ownership category

akta.pro rank

Product category

Fashion Jewellery Retail

NAICS

Jewelry Retailers (458310), Jewelry Retailers (45831), Jewelry and Silverware Manufacturing (33991)

SIC

Retail-Jewelry Stores (5944), Jewelry, Precious Metal (3911), Costume Jewelry & Novelties (3960)

akta.pro primary industry

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

akta.pro secondary industries

Charm & Personalized Fashion Jewelry (Nameplates/Initials/Photo) (CRAKABAE), Fashion Jewelry Sets & Giftable Collections (CRAKABAL), Personalized Jewelry (Engraving, Initials, Nameplates, Birthstones) (CRAKAHAG), Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD)

Keywords

• Fashion jewellery retail
• Sterling silver jewellery
• Earrings and necklaces
• Bridal jewellery sets
• Designer fashion jewellery

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase of fashion jewellery products including earrings, necklaces, bracelets, rings, and accessories. Products range from budget-friendly items (₹150 INR) to premium pieces (₹70,000 INR). Revenue is generated through individual transaction payments.
2. Sterling Silver Jewellery: 92.5 Sterling Silver products with hallmark certification, priced at premium price points. These include stud earrings, pendants, and bracelets with precious/semi-precious stone options.
3. Gift Cards: SIA Gift Cards sold as digital gift options for customers
4. Designer Labels: Third-party designer label collections (Arika by Sarika Kapoor, Bauble Bazaar, D'oro, Hrisha Jewels, etc.) sold through the platform, suggesting either consignment or reseller arrangement

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Sia Art Jewellery retails fashion and sterling silver jewellery for women through its e-commerce platform siajewellery.com and physical boutique stores across India. The catalogue spans 600+ SKUs including earrings, necklaces, bracelets, rings, hair accessories and maang tikkas, sold under its own name and through multiple designer label collections (Aarika, Bauble Bazaar, BBlingg, D'oro, Hrisha Jewels, Maisara, VIVINIA, Tres Zuri Silver, The Bling Girl).

Product overview

Sia Art Jewellery is an Indian fashion jewellery e-commerce platform offering a comprehensive portfolio of artificial/artificial jewellery for women. The product offering consists of multiple core categories including earrings (studs, jhumkas, hoops, chandbalis, danglers, ear cuffs), necklaces (sets, pendants, chokers, long necklaces, beaded mala), and accessories (bracelets, bangles, rings, hair accessories). The company operates through multiple designer labels (Aarika by Sarika Kapoor, Bauble Bazaar, BBlingg, D'oro, Hrisha Jewels, Maisara, VIVINIA, Tres Zuri Silver, The Bling Girl) and seasonal collections. The platform also offers a Sterling Silver collection with hallmarked 92.5 silver pieces, personalized/engraved jewellery, and gift cards. Products are sold primarily through their Shopify-based e-commerce website with both online and physical retail presence in India.

Differentiator

Problem solved

Functional benefit

Brands

• Aarika by Sarika Kapoor: Designer label collection featuring designs by Sarika Kapoor
• Bauble Bazaar
• BBlingg
• D'oro
• Hrisha Jewels
• Maisara
• The Mix Vogue
• Tres Zuri Silver
• VIVINIA
• The Bling Girl

Products and services

• Sterling Silver Collection Hallmarked 92.5 Sterling Silver jewellery line offering diamond-cut, CZ solitaire and pearl drop designs with multiple plating finishes, targeted at women seeking premium silver pieces.
• Personalised Jewellery Customizable jewellery service allowing customers to personalize earrings, pendants and bracelets with engraved names or custom designs for individual gifting or self-expression.
• SIA Gift Cards Digital SIA gift cards sold as standalone gifting products for friends and loved ones to redeem against any catalogue item.
• Corporate Gifting Program B2B gifting program offering fashion jewellery items at volume for corporate clients for employee recognition, client gifting and event giveaways.
• SIA Gems Club Membership Loyalty membership program for repeat SIA customers offering benefits on subsequent purchases and exclusive access to promotions.
• Aarika by Sarika Kapoor Collection Designer jewellery collection by Sarika Kapoor featuring Kundan and Kemp stone earrings and jewellery, sold through SIA's platform.
• Bauble Bazaar Collection Designer jewellery line featuring opulent, statement chandbalis and earrings with an opulence-focused design language.
• Hrisha Jewels Collection Designer collection offering traditional Indian Kundan, Polki and Meenakari earrings and necklaces.
• VIVINIA Collection Designer jewellery label by Vidhi Mehra featuring Saadgi, Florence Silver Plated and Zia collections with Kundan Polki and Zircon pieces.
• Tres Zuri Silver Collection Designer silver jewellery label offering 92.5 Sterling Silver pieces with diamond and pearl drop designs.
• Bloom - A Spring Collection Seasonal spring jewellery collection featuring fresh, floral-inspired designs.
• Jewel Drops Collection Style collection of bold statement colour-stone jewellery pieces.
• Gold Glory Festive Collection Festive-season jewellery collection featuring golden, opulent designs for celebrations.

Quantifiable outcome

• One of India's most visible online fashion jewellery brands for 25 years
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and supporting.

• Arika by Sarika KapoorcoreChannel Partner/ Reseller/ DistributorDesigner label collection featured exclusively on SIA Jewellery platform, offering distinctive fashion jewellery designs under the brand name of fashion designer Sarika Kapoor.
• Bauble BazaarcoreChannel Partner/ Reseller/ DistributorDesigner jewellery brand sold through SIA Jewellery, known for glitzy, stylish pieces described as having a look of opulence.
• D'orosupportingChannel Partner/ Reseller/ DistributorDesigner label offering gold-plated and premium finish jewellery pieces sold on the SIA platform.
• Hrisha JewelscoreChannel Partner/ Reseller/ DistributorDesigner jewellery brand featuring Kundan Polki, Meenakari, and traditional Indian designs sold through SIA Jewellery.
• MaisarasupportingChannel Partner/ Reseller/ DistributorDesigner label sold on SIA Jewellery platform, offering contemporary fashion jewellery designs.
• Tres Zuri SilversupportingChannel Partner/ Reseller/ DistributorSilver jewellery designer label offering 92.5 Sterling Silver pieces with diamond and pearl designs sold through SIA.
• VIVINIAcoreChannel Partner/ Reseller/ DistributorDesigner brand (by Vidhi Mehra) featuring collections like Saadgi Gold Plated, Florence Silver Plated, and Zia collections with Kundan Polki and Zircon pieces, sold exclusively through SIA Jewellery.
• The Bling GirlsupportingChannel Partner/ Reseller/ DistributorContemporary designer label featured on SIA Jewellery platform.
• The Mix VoguesupportingChannel Partner/ Reseller/ DistributorFashion jewellery designer label sold through SIA Jewellery.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• CaratLane: India's largest online-first fashion and light-fine jewellery brand, backed by Titan. Directly competes with SIA in the affordable fashion-jewellery e-commerce segment targeting Indian women for everyday and occasion wear, with overlapping designer collaborations and celebrity-driven marketing.
• Mirraw: Online marketplace and DTC brand for Indian ethnic fashion including jewellery, sarees, and accessories. Comparable to SIA in serving NRI/diaspora customers, multi-currency checkout, and aggregating third-party designer labels alongside own inventory.
• Bluestone: Digital-first Indian jewellery retailer offering fashion and light-fine jewellery with strong online discovery and try-at-home model. Competes head-to-head with SIA in the online fashion-jewellery category serving millennial/Gen Z Indian buyers.
• Melano: India-based online fashion jewellery brand offering earrings, necklaces, and accessories across price points. Directly comparable to SIA in product mix, target customer (Indian women seeking affordable ethnic-modern jewellery), and Shopify-style DTC positioning.
• Pipa Bella: Acquired-by-Myntra fashion jewellery brand targeting Indian women with everyday wearable pieces at accessible prices. Directly comparable to SIA's e-commerce-led fashion-cos positioning, Gen Z/young millennial customer base, and trend-driven assortment.

Broad incumbents

• Tanishq: Titan's flagship fine-jewellery brand and India's largest jewellery retailer. Overlaps with SIA on bridal, festive, and silver/light-fine categories, with substantially larger offline footprint, brand trust, and capital base — competing for the same bridal customer wallet.
• PC Jeweller: Listed Indian jewellery retailer with multi-category offerings across bridal, gold, diamond, and silver. Overlaps with SIA's silver and sterling silver offerings and serves similar middle-income Indian consumers across occasions.
• Malabar Gold & Diamonds: One of India's largest jewellery retail chains with extensive physical footprint. Competes with SIA in bridal and festive jewellery demand pools, though positioned predominantly in fine gold/diamond rather than fashion-cos segment.

Emerging players

• Sukkhi: Online Indian fashion and imitation jewellery brand offering affordable Kundan, Polki, and American Diamond pieces. Directly competes with SIA's mid-range fashion-jewellery assortment and seasonal bridal collections at value price points.
• VelvetCase: Online Indian jewellery marketplace aggregating independent designers and offering customization. Closely comparable to SIA's marketplace-style aggregation of designer labels (Aarika, Bauble Bazaar, Hrisha Jewels) and personalized jewellery services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

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• Pinterestpinterest.com/siaartjewellery

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Sia Art Jewellery