Pipa + Bella is a private-label non-precious jewellery e-tailer founded in 2012 by Shuchi Pandya. It offers custom-made and ready-made jewellery priced between Rs 500 and Rs 3,000, selling through its website and an iOS app and claiming over 800 SKUs. The firm targets women in India and Southeast Asia and competes with Voylla, Juvalia & You, Bluestone, Caratlane and marketplaces such as Amazon and Flipkart. For FY 2016-17 its earnings were Rs 3.2 crore, up from Rs 1.5 crore the prior year according to RoC filings. The company will use the new capital to build its brand through marketing, scale operations via new distribution channels, and hire talent. Past fundraising includes a 2015 pre-Series A of $600,000 led by LionRock Capital. Pipa+Bella designs and sells fashion jewellery and accessories through its website and third-party marketplaces. Founded in 2013 by Shuchi Pandya and Komal Goel, the brand handles about 1,500 orders a month at an average ticket of Rs 1,200, with 20–30% of orders customised and roughly 80% of sales routed through its website. The company emphasizes a mobile-first, technology-driven approach to product customisation and customer loyalty. It plans to use new capital to build its mobile and technology platform for customisation and to develop a loyalty programme. Management is also setting up an office in Singapore and intends to start retailing via marketplaces there, with expansion to Indonesia and the Philippines planned over the next year.

Total raised

$1M

Funding rounds

2

Latest round

Equity

Latest activity

Apr 2018