Shyle

Shyle is a silver jewelry brand redefining traditional Indian craftsmanship with contemporary design. Shyle operates at the intersection of heritage artistry and modern aesthetics, aiming to make Jaipur’s iconic silverwork globally relevant and accessible. The brand serves the Indian market, with a growing international presence in the US, Australia, Singapore, UK, Canada and the UAE.

Products & Services

• Pure 92.5 Sterling Silver Jewelry: Handcrafted rings, earrings, necklaces, pendants, bracelets, bangles, anklets, toe rings, maangtikas, and choker sets.

• Contemporary & Traditional Designs: Unique collections blending Jaipur’s artisanal techniques (thappa, rava, chitai) with modern aesthetics.

• Gemstone & Kundan Jewelry: Pieces featuring intricate gemstone and kundan work for festive and special occasions.

• Affordable Luxury: Premium quality at accessible prices, making silver jewelry available to a wider audience.

• Custom & Occasion Jewelry: Personalized items and curated gift sets for festivals, weddings and special occasions.

• Hair & Lifestyle Accessories: Includes juda pins, nazarbattus, brooches, nose rings and rakhis.

• Online & Global Shopping: Available through their website with shipping across India and to international markets.

Business Model & Revenue Streams

• Direct-to-Consumer (D2C) Sales: The majority of revenue comes from online sales via Shyle’s own website, offering exclusive collections and maintaining full control over customer experience.

• Marketplace Sales: Additional revenue from third-party e-commerce platforms like Amazon, Myntra, Eternz and Ajio, expanding reach beyond the brand’s own channels.

• International Exports: Ships to customers in 10+ countries, with exports contributing 8–10% of revenue, especially from the Indian diaspora seeking authentic, artisanal jewelry.

• Limited Offline Presence: Plans to open a boutique studio in Jaipur and selective shelf space in premium multi-brand outlets, complementing the digital-first approach.

• Custom & Occasion-Based Jewelry: Offers personalized pieces and curated collections for gifting, festivals and special occasions, increasing average order value and customer retention.

Customer Segmentation

• B2C: Urban, style-conscious women and men in India and abroad seeking authentic, handcrafted silver jewelry.

• Gifting & Special Occasions: Customers purchasing for festivals, weddings and personal milestones.

• International Customers: NRIs and global buyers interested in Indian heritage and craftsmanship.

Growth Strategy

• Product Line Expansion: Introducing new collections, including bridal jewelry and men’s accessories, to capture a broader market.

• Artisan Scaling: Aiming to support 400 artisans within three years, scaling production while maintaining quality.

• Selective Offline Expansion: Opening a boutique studio in Jaipur and exploring shelf space in premium outlets to enhance brand visibility.

• Global Reach: Expanding exports and targeting international markets, especially among the Indian diaspora.

• Brand Storytelling: Continuing to build an emotional connection through content, community engagement and celebrating Jaipur’s cultural heritage.