Upstox

Aulerth is a pioneering sustainable luxury jewelry brand. Positioned at the intersection of high fashion and environmental responsibility, Aulerth collaborates with India’s leading designers—including JJ Valaya, Suneet Varma, Shivan & Narresh, Tribe Amrapali and Ekaya Banaras—to create couture-inspired, semi-precious jewelry that redefines the concept of preciousness. The brand’s mission is to shift the jewelry industry away from environmentally destructive materials like gold and diamonds, focusing instead on recycled base metals, lab-created and ethically sourced stones, and low-footprint manufacturing.

Business Model & Revenue Streams

• Direct Sales (Own): Customers purchase jewelry online or in-store, with the option to exchange any piece at any time for 50% credit towards a new purchase (“lifetime exchange”).

• Rental Model (Aulerth Loop): Jewelry can be rented for two weeks at an affordable price, allowing customers to enjoy couture pieces for special occasions without ownership, supporting a circular and sustainable usage model.

• Physical & Digital Retail: Revenue is generated through standalone stores in Delhi, Mumbai, Hyderabad and Bengaluru, as well as through their e-commerce platform and third-party luxury retailers.

• Designer Collaborations: Long-term partnerships with leading designers drive exclusive, limited-edition collections, boosting both sales and brand equity.

• Restoration & Renew Services: Customers can return used Aulerth jewelry for restoration or receive credits for future purchases, promoting product longevity and circularity.

Customer Segmentation

• B2C (Primary): Urban, design-conscious women and men seeking sustainable luxury, including NRIs and globally aware consumers.

• B2B: Multi-brand luxury retailers, hotels and designer boutiques seeking exclusive, eco-conscious jewelry collections.

• Event & Occasion Shoppers: Customers renting jewelry for weddings, festivals, and special events.

Growth Strategy

• Retail Expansion: Opening new stores in key metros and luxury hotels and expanding presence in multi-brand designer outlets.

• Digital & International Growth: Strengthening e-commerce and exploring international markets for global reach.

• Designer Partnerships: Deepening collaborations with leading designers and launching new, limited-edition collections.

• Sustainability Leadership: Investing in low-footprint materials, ethical sourcing and circular business practices to set industry standards.

• Brand Advocacy: Educating consumers about the environmental impact of traditional jewelry and promoting a new definition of preciousness.