Launch Your Dream: 8 Essential Steps to Start an AI Jewelry Business!

When the pandemic struck in 2020, it dealt a heavy blow to countless businesses, including the artificial jewellery venture of Deepika Jain and Anup N. Mehta. But rather than surrender, this dynamic duo from Bengaluru turned adversity into opportunity. In 2021, they took their passion online, launching ‘Just Lil Things,’ a name that has since become synonymous with creativity and resilience. What began as a modest investment of Rs. 1.5 lakh has blossomed into an impressive eight-figure annual revenue, fueled by innovative designs and a smart operational strategy.

The seeds of this entrepreneurial journey were sown when Mehta decided to surprise his wife with exquisite jewellery from his international business trips. As friends and family marveled at these unique pieces, the couple saw a golden opportunity and decided to take the plunge into the pop-up market. “In Bengaluru, there’s this vibrant exhibition called ‘Sunday Soul Sante,’ attracting 10,000 to 15,000 shoppers, mostly Gen Z. The rent was manageable, around Rs. 15,000-25,000. We thought, why not showcase modern jewellery here?” Jain recalls, a spark of determination in her voice.

And she was onto something big! Their debut pop-up was a smashing success, selling out within just 4-5 hours and bringing in Rs. 1.5 lakh. But then, the pandemic hit hard, threatening their newfound success. Undeterred, they launched a website in August 2021, a pivot that would change the game for them. By March 2022, they boasted around Rs. 5 lakh in revenue, racking up over 6,000 orders. They initially used their home and Mehta’s warehouse for storage, scaling as the demand surged. “Surprisingly, Covid turned out to be a blessing in disguise for us. We’re now handling over 1,200 orders daily and have achieved an impressive eight-figure yearly revenue,” Jain says with pride.

Their past ventures—a failed event management company and a clothing brand—provided invaluable lessons. “Honestly, I’ve always wanted to dive into fashion because that’s where my passion lies,” Jain shares. However, the road was not without its bumps.

The challenges

At the start, this husband-and-wife team primarily sourced their jewellery from Korea, China, and Thailand. To set themselves apart in a saturated market, they began collaborating with designers from the fashion hubs of Milan and Paris. “We select the trendiest designs, pay these talented designers a 15% royalty on gross sales, and have the products manufactured in China,” Mehta explains.

Yet, there was a significant hurdle: inventory management. “With such a variety of products, keeping track has been a constant challenge,” Jain admits. To tackle this, they are now leveraging artificial intelligence and machine learning. “With Omega Commerce, we can plan our inventory effectively. For instance, if we sell 100 units this month, the planner can project how much we’ll need in the coming months. This way, we can ensure we have stock on hand and avoid running out,” Mehta elaborates.

A Snapshot of Just Lil Things’ Journey

Initial Investment: Rs. 1.5 lakh
First-Year Revenue: Rs. 4-5 lakh
Monthly Marketing Budget: Rs. 15,000-20,000
Current Daily Orders: 1,200
Available Designs: 300+

Navigating the logistics of artificial jewellery involves a maze of documentation and regulatory requirements. When Mehta made his first import of 1,500 kg of goods, it got stuck in customs for nearly two months. That experience taught him the importance of having the right certifications, including Legal Metrology Packaged Commodities (LMPC), Pre-Shipment Export Registration (PER), and Importer Exporter Code (IEC).

Marketing & Expansion
One thing that never posed a challenge for this couple was acquiring customers. From the moment their website launched, they invested in targeted advertising. “We kicked off with Meta Ads and Google Ads to drive traffic to our site,” Jain recalls. “Instagram became our primary platform, where we showcased products that gained traction organically before launching dedicated campaigns.”

They also embraced influencer marketing through barter collaborations. “When choosing influencers, we prioritize the quality of their content over their follower count,” Jain explains. These days, they are expanding their reach through WhatsApp marketing and listing products on quick commerce platforms like Blinkit, Zepto, and Swiggy Instamart.

Just Lil Things is currently navigating the funding waters with plans to explore offline stores through shop-in-shop and kiosk models. The shop-in-shop model allows them to operate within larger retail spaces, while kiosks offer a standalone retail outlet in bustling malls or high-traffic areas for focused sales. They also aim to branch into new categories, including bags, makeup accessories, and more.

Kickstart Your Own Artificial Jewellery Business

STEP 1
Find Your Niche
Just Lil Things started with affordable yet premium jewellery targeted at Gen Z. Conduct market research to spot trends and gaps in the jewellery or fashion sector. Choose a niche—perhaps statement earrings or regional styles that resonate.

STEP 2
Set Your Budget
Startups have kicked off with as little as Rs. 10,000, but an investment of Rs. 1 lakh is a solid base. Just Lil Things allocated Rs. 15,000 for rent, Rs. 65,000 for their website, Rs. 50,000 for initial inventory, and Rs. 20,000 for marketing from their total Rs. 1.5 lakh investment.

STEP 3
Obtain Licenses
Although Just Lil Things secured LMPC, IEC, and PER licenses, it’s wise to consult an expert, as not all businesses require these certifications. The total cost for these three certificates was Rs. 25,000.

STEP 4
Sourcing
Find jewellery suppliers in wholesale markets in China, Korea, Thailand, or India (think Jaipur, Mumbai). Platforms like Alibaba can help you import trending jewelry from popular markets like Yiwu, China. Local markets like Sadar Bazar in Delhi also showcase fantastic designs.

STEP 5
Set Your Prices
Industry experts recommend pricing your items for a gross margin of 60-70%. If you’re just starting, aim for a minimum of 50%, then gradually adjust as you grow.

STEP 6
Invest in Advertising
Don’t wait—start with paid ads early on! A monthly budget of Rs. 20,000 is a great starting point to build your brand’s visibility.

STEP 7
Streamline Your Operations
Utilize effective tools for inventory management and partner with reliable logistics providers. Just Lil Things primarily works with delivery services like Delhivery, DTDC, and Blue Dart, alongside using Omega Commerce for inventory management.

STEP 8
Build Your Team
Employee retention is crucial in this market. Hiring can be tricky, as it often takes a year to train new hires, only for them to move on. Prioritize team culture to keep talent invested.