Mirari

What Mirari does

Mirari is a privately held Indian luxury fine jewellery house founded in 2006 by Mira Gulati and operated under the corporate entity MODINDIA EXIM PRIVATE LIMITED. The brand designs and sells handcrafted fine and high jewellery using natural diamonds and responsibly sourced gemstones — including Zambian and Colombian emeralds, Mozambique rubies, Ceylon blue sapphires, Tanzanites, South Sea pearls and fresh seed pearls — set in 14KT and 18KT yellow, white and rose gold. Its portfolio spans 19 themed collections (Empire State, Mogra, Mughalnama, Machu Picchu, Nirvana, National Treasures, Nizam, Ophrys, Iris, Love Knots, Beads and Berries, Aegus, Insignia, Aura, Labyrinth, Mojo, To bee or not bee, Personalised Perfection, and Tods and Teens) covering women's, men's and children's jewellery, solitaires, and bridal/trousseau pieces.

The company operates a dual-channel distribution model: a flagship boutique at Emporio mall, New Delhi, offering personalisation, customisation, engraving, re-sizing, repair and annual cleaning, alongside a direct-to-consumer e-boutique at mirari.com with multi-currency checkout (INR, USD, AED, GBP, EUR, SAR, BHD) and international shipping to the US, UAE, UK, EU, Saudi Arabia and Bahrain. Revenue is generated primarily through one-time purchases of jewellery pieces, with bespoke commissions and high-jewellery sales handled via dedicated client advisors and viewings by appointment. Pricing is publicly listed on the website, with far-future-dated product image URLs (e.g., 2026/05) suggesting a forward-looking inventory pipeline. The primary customer cohorts are affluent women purchasing for personal occasion wear and investment-grade pieces, and Indian bridal/trousseau shoppers purchasing complete wedding sets, with secondary segments in men's jewellery and children's pieces.

Name

Mirari

Legal name

MODINDIA EXIM PRIVATE LIMITED

Website

https://mirari.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Mirari is a privately held Indian luxury fine jewellery house founded in 2006, designing handcrafted diamond and gemstone pieces in 14KT and 18KT gold across 19 themed collections. It sells directly to affluent women and bridal shoppers via a New Delhi boutique and a global DTC e-boutique.

Ownership category

akta.pro rank

Product category

Luxury Fine Jewellery

NAICS

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

SIC

Retail-Jewelry Stores (5944), Jewelry, Precious Metal (3911)

akta.pro primary industry

Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD)

akta.pro secondary industries

Religious & Cultural Fine Jewelry (CRAKAAAH), Custom Religious, Cultural & Ceremonial Jewelry (CRAKAHAK), Fashion Jewelry Sets & Giftable Collections (CRAKABAL)

Keywords

• Fine diamond jewellery
• Handcrafted luxury jewellery
• Natural gemstone jewellery
• Bridal jewellery collections
• High jewellery pieces

Headquarters

HQ city

New Delhi

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Mirari sells directly to consumers through their e-commerce platform (mirari.com), offering products across various price points from fine jewellery to high jewellery pieces. Online transactions are processed through their shopping cart and checkout system with multiple currency options (INR, USD, AED, GBP, EUR, SAR, BHD).
2. Boutique Retail Sales: Physical retail sales through their boutique at Emporio mall, New Delhi, offering personalized consultation, customisation services, and in-person purchasing experience for fine jewellery.
3. Custom Order Services: Bespoke and made-to-order jewellery creation services, including personalised engravings, custom wedding chooras in precious gemstone hues, and tailored high jewellery pieces.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Mirari designs, handcrafts, and sells luxury fine jewellery across 19 named collections spanning earrings, necklaces, pendants, bracelets, bangles, rings, solitaires, and bridal pieces, using natural diamonds and responsibly sourced gemstones set in 18KT and 14KT gold in yellow, white, and rose variants. Distribution is direct-to-consumer via the brand's e-boutique at mirari.com and a flagship boutique at Emporio mall in New Delhi, complemented by in-house customisation, engraving, re-sizing, cleaning/polishing, and repair services.

Product overview

Mirari is a luxury fine jewellery brand offering a unified portfolio of handcrafted diamond and gemstone jewelry. The core product line includes High Jewelry pieces featuring natural diamonds and colored gemstones set in 18KT and 14KT gold. Their collection portfolio spans 19 distinct lines including Empire State, Mogra, Mughalnama, Macchu Picchu, Nirvana, National Treasures, and more—each inspired by global cultural influences, historical periods, and natural elements. Product categories cover women, men, and kids jewelry across types including earrings, necklaces, bracelets, rings, and pendants. The brand also offers solitaires and bridal/trousseau jewelry. After-sale services include cleaning, polishing, engraving, re-sizing, and repair. Collections are available through their e-boutique and physical boutique at Emporio mall, New Delhi, with personalization and customisation services offered in-store.

Differentiator

Problem solved

Functional benefit

Brands

• Mirari Fine Jewellery: The primary brand identity under which luxury diamond and pearl jewellery is created and sold.

Products and services

• High Jewelry Luxury high-end jewellery tier from Mirari featuring natural diamonds and coloured gemstones, handcrafted with premium materials including 18KT and 14KT gold in yellow, white, and rose hues, sold to affluent consumers through the e-boutique and the New Delhi flagship.
• Empire State Collection Named fine-jewellery collection offering prêt and high-jewellery pieces inspired by the Art Deco era and the Empire State Building, featuring natural diamonds and carved coloured gemstones for women seeking statement luxury jewellery.
• Mogra Collection Named fine-jewellery collection themed around jasmine blossoms (mogra), featuring seed pearls and a broad palette of coloured gemstones set in 18KT and 14KT gold for women's fine-jewellery buyers.
• Mughalnama Collection Named collection reimagining Persian influences from the Mughal era through high-jewellery pieces with carved gemstones, uncut diamonds, and seed pearls for buyers interested in heritage Indian designs.
• Macchu Picchu Collection 10th-anniversary collection (2016) of handcrafted diamond jewellery inspired by the Machu Picchu ruins, including a signature 18-carat diamond cuff bracelet in 18K rose gold.
• Nirvana Collection Named fine-jewellery collection centred on the lotus-flower motif, representing spiritual promise and serene beauty for buyers seeking symbolic, design-led luxury jewellery.
• National Treasures Collection Named fine-jewellery collection celebrating India's jewellery-making heritage, with signature pieces such as sapphire and citrine-briolette peacock earrings for heritage-conscious buyers.
• Women Jewelry Full retail range of fine jewellery for women—including earrings, necklaces, pendants, bracelets, bangles, rings, and accessories—across price points and collections.
• Men's Jewelry Fine-jewellery category designed specifically for men, including rings, bracelets, cufflinks, and accessories for personal style and special occasions.
• Kids Jewelry (Tods and Teens Collection) Fine-jewellery collection for children and teenagers (Tods and Teens), offering delicate and age-appropriate pieces for gifting and special occasions.
• Solitaires Standalone assortment of diamond solitaire studs and pendants with outer diamond jackets for versatile styling from daywear to evening occasions.
• Gifts For Her Curated gift assortment for women, including divinity-themed pieces, silverware items, and selected fine-jewellery SKUs positioned for gifting occasions.
• Eternal Line Diamond Hoops Standalone diamond hoop earring from the new-arrivals line priced at INR 57,625, sold individually via the Mirari e-boutique.
• In Bloom Ruby Studs Standalone fine-jewellery stud earring from the Mogra collection featuring radiant round ruby beads and round brilliant cut diamonds set in 14KT yellow gold.
• Vivid Paisley Emerald Studs Standalone high-jewellery paisley-design stud earring from the Mogra collection with a central pear-shaped emerald, pink sapphire accents, and pearl beads set in 18KT yellow gold.
• Jewellery Cleaning and Polishing Service Annual after-sale service covering inspection, professional cleaning, and polishing of Mirari jewels to restore original lustre and remove scratches.
• Engraving Service After-sale personalisation service enabling engraving of names or messages on Mirari jewellery pieces.
• Re-sizing Service After-sale size-adjustment service for Mirari bracelets, necklaces, chains, and rings, executed within design constraints to preserve aesthetics and quality.
• Jewellery Repair Service After-sale expert examination and repair service for Mirari jewels damaged by shock or impact.
• Bespoke Personalisation and Customisation Service Bespoke made-to-order jewellery creation service—offered in-store—covering personalised engravings, custom wedding chooras in gemstone hues, and tailored high-jewellery commissions for individual customers.

Quantifiable outcome

• Over 19 years of operation in luxury jewellery market

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• CaratLane (Titan): India's largest online-first fine jewelry brand offering diamond, gold, and gemstone jewelry with broad price tiers and omni-channel retail. Comparable to Mirari on D2C e-commerce focus and fine jewelry category, though at much larger scale.
• Outhouse Jewellery: Indian contemporary fine jewelry brand offering handcrafted designs in gold, diamonds, and colored gemstones with a similar designer-led, story-driven collection model. Comparable on premium positioning and design-led differentiation.
• Hazoorilal Legacy: Heritage Indian luxury fine jeweler founded in 1952 with a single flagship boutique model and bridal/high-jewelry focus. Closely comparable to Mirari on boutique-led luxury positioning, bridal orientation, and heritage storytelling.
• Gem Palace (Jaipur): Heritage Indian fine jewelry house with multi-generational design lineage and bridal/jadau heritage collections. Comparable to Mirari on cultural storytelling, heritage positioning, and craft-led authenticity.
• BlueStone: Online-first Indian fine jewelry brand with a wide catalog of diamond and gemstone pieces at accessible price points. Comparable to Mirari on direct-to-consumer e-commerce channel and fine jewelry positioning.
• Isharya: India-origin luxury jewelry brand with international distribution, contemporary design language, and a focus on bold, statement fine jewelry pieces. Comparable to Mirari on D2C e-commerce plus boutique hybrid model.

Broad incumbents

• Tanishq (Titan Company): India's largest jewelry retailer by revenue and store count, offering gold and diamond fine jewelry across price tiers. Overlaps with Mirari on bridal and fine jewelry categories but operates at vastly larger scale and broader mass-premium positioning.
• Tiffany & Co. Global luxury jewelry house and aspirational benchmark for fine jewelry branding, gifting, and bridal positioning. Comparable to Mirari's high-end positioning and bridal emphasis but at global scale with vastly broader distribution.
• Harry Winston: Iconic global high-jewelry house known for natural diamonds, colored gemstones, and high-jewelry creations. Comparable to Mirari on natural-diamond and colored-gemstone high-jewelry positioning, though at the top end of the global luxury market.
• Malabar Gold & Diamonds: Major Indian jewelry chain with extensive retail presence across India, Middle East, and Asia. Overlaps with Mirari on fine gold and diamond jewelry assortment but at significantly larger scale and broader mass-premium positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/MirariJewels
• Facebookfacebook.com/MirariJewels
• LinkedInlinkedin.com/company/mirari-jewels

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Mirari