The company claims to have a concentrated retail presence across Tier-1, Tier-2, and Tier-3 cities in Maharashtra, Gujarat, and Karnataka, providing it with regional depth in western India. It states that this geographic focus enables it to understand local demand patterns linked to weddings, festivals, and seasonal occasions, and to align inventory accordingly. The company further claims that its defined regional corridor, supported by centralised inventory and quality control at its registered and corporate office, allows for streamlined logistics, faster replenishment cycles, and closer operational oversight.
The company claims to have a diversified product portfolio across categories and price points, with jewellery designs starting from approximately Rs 20,000 as of September 30, 2025. Its offerings include rings, earrings, necklaces, bracelets, pendants, mangalsutras, and bangles made using diamonds and other precious and semi-precious stones set in gold and platinum, catering to both high-value purchases and everyday wear. It states that it launched 3, 6, and 4 new collections in FY23, FY24, and FY25, respectively, supported by an in-house design team of two designers working with third-party manufacturers and karigars, and that it provides customisation options such as metal selection, gemstone preferences, and engravings.
The company claims to have expertise in customised jewellery and high-value pieces, enabling it to operate across both entry-level and premium segments. It states that customers can personalise elements such as metal selection, diamond and gemstone preferences, and engravings. Its portfolio includes handmade jewellery sets designed for weddings and milestone occasions, which typically involve higher average order values.
The company claims to have established internal control, inventory management, and quality assurance systems to support its operations. It states that it follows a centralised procurement strategy and uses an ERP system that tracks each product from procurement to retail sale through unique barcode identifiers, with scheduled internal and third-party audits conducted across stores and its registered and corporate office. The company further claims that its stores and offices are equipped with vaults, covered by jeweller’s block insurance, and supported by transit insurance and round-the-clock security arrangements.
Maharashtra accounted for Rs 152.87 crore (97.54 percent) of the company’s total revenue for the period ended September 30, 2025; Rs 250.38 crore (96.97 percent) in FY25; Rs 189.26 crore (96.75 percent) in FY24; and Rs 192.34 crore (96.73 percent) in FY23. Any adverse developments in this region, including economic slowdown, regulatory changes, social unrest, or real estate cost fluctuations, could adversely affect the company’s business, financial condition, and results of operations.
The company retails only natural diamond jewellery, while lab-grown diamonds (LGDs) are gaining acceptance as a lower-cost alternative. The LGD jewellery market in India increased from Rs 2,158.80 crore in CY22 to Rs 2,855.80 crore in CY24, reflecting changing consumer preferences. Sustained shift in demand towards synthetic diamonds, downward pressure on natural diamond prices, or the inability to compete effectively with lower-cost alternatives, could adversely affect the company’s business, financial condition, and results of operations.
The company’s revenue is influenced by seasonal trends, with higher sales during festivals such as Akshay Tritiya, Dhanteras, and Diwali, as well as occasions like Valentine’s Day and the wedding season. Any decline in demand during these key periods or inability to manage seasonal inventory and cash flow requirements could adversely affect the company’s business, financial condition, and results of operations.
The company’s operations are directly affected by fluctuations in the prices of gold, diamonds, and other precious and semi-precious stones. Volatility in gold prices, in particular, can influence both consumer demand and the valuation of inventory held for sale. Any significant increase or decline in the prices of these commodities, or an adverse outlook on future prices, could adversely affect the company’s revenue from operations, profitability, and overall financial condition.
The company’s promoters and directors are involved in certain ongoing legal proceedings. The company’s business prospects could be hit in case of adverse judgments in any of these cases.
As of September 30, 2025, the company had outstanding financial indebtedness of Rs 130.25 crore. Failure to service or repay these loans could harm the company’s operations and financial position.