In a nation where jewelry is virtually a second language, and each wedding visitor is a moving fashion show, two entrepreneurs chose to rock the bling bling. Meet Nuyug, a jewelry start-up that isn’t necessarily the place to buy accessories, but to rethink the rules of celebration-ready bling. And they raised 2.5 crore in pre-seed funds within a month, you can say it is the shaadi season!!
This is how the gleaming thought became a mass-premium jewelry brand that glamours up the cart on Myntra, Nykaa Fashion, and Amazon at present.
The Idea That Sparkled
The whole idea began as a mere observation that the majority of fashion jewelry in India was either cheap enough to look cheap or expensive enough to be worn without a security guard. The middle ground? Basically non-existent. So, question Ankur and Manali put to the maker of every intelligent founder: Why not both?
Their vision was to have a brand that would fill the gap between faux jewelry and fine jewellery. Something that was luxe, that was safe on the skin, and something he could not feel guilty about spending a loan on. Nuyug was born in this way; therefore, in August 2024, just in time to not miss the festal wave.
What Makes Nuyug Different (Besides the Name That Sounds Like a Netflix Sci-Fi Series)
- Skin-safe, gold-toned jewelry that doesn’t leave you itchy or green
- Event-ready designs for weddings, parties, and “I just felt cute” moments
- Affordable pricing that won’t make your wallet cry
- Over 400 unique designs launched in just eight months
Basically, it’s the kind of jewelry your mom approves of, your bestie borrows, and your Instagram followers ask about.
The Founders Behind the Flash
Ankur Dua and Manali Thareja are not the kind of jewelry tycoons. They were not born to a diamond crown and did not grow up in the gold vaults. They are simply two individuals who perceived an issue and chose to resolve it, fashionably.
Ankur, not shy to speak of the originality and quality shortcomings of the Indian jewelry market, wants to make jewelry that women could wear with dignity and comfort. Manali introduced the design touch and cultural understanding that assisted Nuyug to sound across geographical areas.
They have created a brand together, not only sparkle, but also substance.
The ₹1 Crore Run Rate Glow-Up
Within eight months, Nuyug reached a run rate of Rs 1 crore of revenue per year. That’s not merely impressive, but it is almost iconic. Particularly concerning a brand that began with zero celebrity endorsements and 100 percent hustle.
Their strategy? Go where the shoppers are. Nuyug opened its own D2C channel and soon took advantage of the big online market, such as Myntra, Nykaa Fashion, and Amazon. The result? A fanbase that’s rising like the number of guests at your cousin’s wedding.
The ₹2.5 Crore Funding Moment
In 2025, Nuyug is expected to raise 2.5 crore in a pre-seed round, in which early-stage venture firm AJVC led with assisted efforts by strategic angel investors. And no, they did not pitch with PowerPoint slides that were jargon heavy. They pitched with purpose.
The funds will be used to:
- Expand online and offline sales channels
- Expand the product catalogue to suit the tastes of the Indian culture.
- Invest in R&D to enhance the quality and durability of materials.
Translation: more sparkle, more reach, and fewer earrings that snap mid-sangeet.
Innovation Meets Tradition
Nuyug is not the act of wearing pretty, it is the act of feeling pretty. Their jewelry is to be skin-safe, although any bizarre rashes or allergic reactions to metals. Their finishes are gold-colored, without the gold cost.
And though the designs have a traditional background, they are not dull at all. Imagine jhumkas with a twist, chokers that kill, and bangles that say I am here to party.
Why Gen Z and Aunties Are Equally Obsessed
Being honest, it is a miracle to get Gen Z and aunties to see eye-to-eye. But somehow Nuyug broke the code.
Gen Z is into the aesthetics, the price, and the Instagrammable packaging. The quality, the cultural relatability, and the fact that it is not as expensive as a gold biscuit all make auntsies love it.
It’s giving: multi-generational slayage.
The Shopping Experience That Doesn’t Feel Like a Treasure Hunt
Have you ever purchased jewelry online and gotten lost in the wrongness of filters, counterfeit reviews, and dodgy photographs? Nuyug said “nah” to all that.
Their site is tidy, their customer support is really supportive, and the description of their products does not read like it was composed by a robot. It is a shopping experience that gives you a glow like a warm hug, glittery.
What’s Next for Nuyug?
- After new investments and an increasing number of fans, Nuyug is preparing to enter its second stage. The brand plans to:
- Introduce local collections based on the local customs.
- Introduce new categories like bridal sets and festive bundles
- Expand into offline retail with pop-ups and flagship stores
- Keep on investing in design innovation and material research.
Basically, they’re going from “cute startup” to “national jewelry crush.”
Final Thoughts: More Than Just Bling
Nuyug isn’t just selling jewellery, it’s selling confidence, culture, and celebration. It’s for the bride who wants to shine without stress, the partygoer who wants to slay without splurging, and the everyday woman who just wants to feel fabulous.
In a market flooded with copy-paste designs and overpriced sparkle, Nuyug is carving out a space that’s fresh, fun, and fiercely Indian.
So if you’re looking for jewelry that makes you feel like the main character, without the main character budget, Nuyug might just be your new best friend.
