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Indya launches jewellery brand Zyra, opens store in Ghatkopar

Published
today Nov 4, 2019
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High Street Essentials’ ethnic wear brand Indya has launched a new jewellery line named Zyra and recently opened a brick-and-mortar store in Mumbai’s Ghatkopar district. 

Indya’s new jewellery brand Zyra - Indya- Facebook


Indya’s new jewellery brand is “crafted for the ever-evolving Indian woman,” Indya posted on Facebook as it launched the line. The jewellery line features rings, necklaces, and bangles among other pieces and, like Indya’s clothing options, mixes traditional heritage design with modern influences. The range is priced between Rs 600 ($8.49) and Rs 3,000 and has launched from the brand’s e-commerce store and in its Indya brand stores. 

“The market is worth Rs 50,000 crore in just fashion jewellery and is highly under-serviced, which is where we always see ourselves in that mass premium space, where there is a supply gap,” High Street Essentials’ co-founder Tanvi Malik told Your Story in an interview. “There are very few organised fashion accessories and jewellery brands. We wanted to do what we did with Indya, which is to have a lot of sharp aesthetics at strong price points. We want, with Zyra, to be the market leaders of Indian contemporary fashion accessories.”

Indya’s most recent store opening took place on October 29. The brand opened a new store in Ghatkopar’s City Mall, its fifth in the Mumbai area. The store houses the brand’s full winter/ festive collection of casual and occasion wear and also has an accessories section.

In the coming 12 to 18 months, High Street Essentials plans to increase its exclusive brand outlet store count to 50 for its brands Indya and FabAlley and double its presence in shop-in-hops to over 600. High Street Essentials was launched by Tanvi Malik and Shivani Poddar in 2012 and reported gross sales of Rs 125.5 crore in the 2019 financial year. 

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