The City of Lakes and the capital of the erstwhile Kingdom of Mewar is synonymous with historical past, royalty, palaces, tradition, and traditions.
Inspired by the wealthy tradition of Udaipur, Jenny Chowdhary in 2019 launched Chokhahaar, a web based and offline market that gives a spread of silver jewellery.
Jenny Chowdhary, Founder of Chokhahaar
“Our silver jewellery collections personify royalty, opulence, and luxurious. Every beautiful piece is impressed by our heritage. We began this on-line silver jewellery retailer to resolve the difficulty of accessibility and attain, and to make it simple for folks to purchase from the consolation of their properties,” says Jenny, 27.
The silver jewellery startup has offered silver accessories for Indian celebrities and actors, together with Madhuri Dixit and Mouni Roy.
Connecting with the previous
An MBA graduate in finance from Ahmedabad, Jenny labored with S&P Global until November 2018. But her love for trend and jewellery led to the thought of Chokhahaar, which pulls its identify from the phrases ‘Chokha’, which suggests ‘the best’ in Marwari, and ‘Haar’, which signifies jewellery.
Jenny hails from a household that has handled silver jewellery for lengthy. Her father and uncle have been manufacturing and promoting jewellery since 1980 at Silver Art Palace, a reputed retailer in Udaipur.
Chokhahaar, an offshoot of Silver Art Palace, started its journey with “the aim of reconnecting fashionable ladies with the wealthy Indian traditions and tradition.” The jewellery startup started with an funding of Rs 20 lakh.
“We all have grown up listening to the sagas of erstwhile maharajas and their wealthy way of life within the iconic palaces. The profound historical past and numerous cultures of India intrigued us. And, we considered developing with a silver jewellery retailer that’s vastly impressed and influenced by Indian traditions,” Jenny says.
Chokhahaar presents a spread of silver accessories, together with earrings, necklaces, rings, bracelets, bangles, hand cuffs, foot kadas, and clutches. The 925 sterling silver accessories goal to “bring the stories of bygone eras to this generation”.
Madhuri Dixit-Nene sporting Chokhahaar jewellery
The startup additionally presents dwelling décor gadgets like inlay work mirrors, silver frames, wall panels, trays, prayer gadgets, and extra. Prices rely upon the quantity of silver used and the karigari.
Elaborating on the manufacturing course of, Jenny says, “Our assortment is the right amalgamation of manufacturing articles and curating pure silver accessories from expert native craftsmen stationed in Udaipur. The second a buyer locations an order, we settle for and ship in about 15 days throughout India, relying on the logistics.”
If a buyer has particular necessities and desires a jewellery piece or product customised, the startup delivers in a one month.
The jewellery market and differentiator
India’s gems and jewellery sector is among the largest on the earth, contributing round 29 p.c to the worldwide jewellery consumption. The market dimension is prone to attain $100 billion by 2025, as per a report by India Brand Equity Foundation (IBEF).
When Mouni Roy visited the Chokhahaar retailer
The silver jewellery market has many gamers together with Jaypore, Silverline Jewellery, Ahilya Jewels, and quite a few small social commerce startups.
Competing with the various gamers and making a mark is a problem for Chokhahaar.
“Staying afloat amidst the stiff competitors isn’t simple. We proceed to place in additional efforts and supply uncommon silver jewellery designs at truthful costs. We attempt to keep on prime of ever-evolving developments and calls for to create designs that can enchantment to fashionable ladies,” Jenny says.
Chokhahaar continues to refine itself when it comes to handy procuring expertise and unique silver ornaments.
Jenny believes the startup’s handpicked assortment of pure silver jewellery helps it stand out out there.
“Our knowledgeable craftsmanship, advantageous detailing, and delightful intricate work impressed by the grandiosity of the palaces of the bygone period makes us distinctive.”
“Moreover, we curate accessories in pure silver from shops which have been working on this trade for greater than 30 years. They have in depth expertise in creating advantageous silver ornaments. Our potential to infuse conventional patterns into fashionable designs differentiates us from others,” she says.
Customer traction
Typically, a Chokhahaar product is focused on the age group of 25 onwards, with majority of its buyer base situated in Tier I and Tier II cities throughout India.
“Initially, we had centered on social media, particularly Instagram, after which we labored our option to web site search engine marketing and natural development. We have witnessed appreciable development since January 2020,” Jenny says.
The startup has acquired 100 orders since then, with a median order dimension of Rs 5,000 to Rs 6,000.
Chokhahaar sources its silver accessories from its personal manufacturing unit in addition to from different craftsmen. Thus, its income mannequin is a mix – manufacturing customised items and the mark-up mannequin. It claims to have seen a development of 30 p.c in income for the reason that yr of inception.
Jenny admits that amidst the COVID-19 pandemic, the give attention to important merchandise has elevated and demand for luxurious merchandise has decreased.
However, the staff, which is reinvesting the capital and income again into the enterprise, believes the tide will flip and is eyeing additional development. Chokhahaar can also be planning to increase its attain internationally.
“We are planning to aggressively work in the direction of natural attain and influencer advertising and marketing within the close to future. Our goal is to enhance the model worth and attain a broader viewers. We will go the additional mile overseas to make folks conscious of our craftsmanship and advantageous detailing,” Jenny says.
(Edited by Teja Lele Desai)
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