In an era where mass-produced jewellery dominates the market, Shyle has carved a niche for itself by offering meticulously handcrafted silver jewellery with a modern aesthetic. Founded by Vidhi Khandelwal, Shyle is redefining the jewellery industry by blending contemporary designs with traditional craftsmanship. With a strong commitment to authenticity, quality, and sustainability, the brand has quickly gained recognition and customer trust.
The Vision Behind Shyle
Shyle was founded with a vision to provide affordable yet premium-quality silver jewellery that resonates with today’s fashion-conscious consumers. Vidhi Khandelwal, the founder and creative mind behind the brand, noticed a gap in the market where customers sought pure silver jewellery with elegant, modern designs but struggled to find options that balanced aesthetic appeal, authenticity, and affordability. Shyle aims to bridge this gap by offering hallmarked, handcrafted pieces that are durable, timeless, and stylish.
Additionally, the brand is deeply committed to sustainability. Unlike mass-produced jewellery that often leads to excessive waste, Shyle follows an eco-conscious production process, ensuring minimal environmental impact while supporting traditional artisans.
The Handcrafted Appeal
What sets Shyle apart is its handcrafted production process, ensuring each piece is unique and has a touch of individuality. The jewellery is crafted by skilled artisans, keeping alive India’s rich tradition of silver craftsmanship while catering to modern design sensibilities. The company works closely with artisans from different regions, preserving age-old techniques while introducing innovative design trends to meet contemporary demands.
Some key aspects of Shyle’s product line include:
- 100% Sterling Silver Jewellery – Ensuring purity and quality in every piece.
- Modern & Minimalist Designs – Perfect for daily wear and special occasions.
- Customization Options – Customers can personalize their jewellery for a unique touch.
- Eco-Friendly & Sustainable Production – Focus on ethical sourcing and sustainability.
- Tarnish-Resistant Finishing – Ensuring long-lasting shine and durability.
With a customer-first approach, Shyle continuously refines its offerings based on feedback and market trends, ensuring that every piece resonates with its audience.
Shark Tank India Journey
Shyle’s impressive business model and growth potential earned them a spot on Shark Tank India Season 4. Vidhi Khandelwal entered the tank seeking an investment of ₹75 lakh for 2% equity, valuing the company at ₹37.5 crore. The pitch emphasized the brand’s unique positioning, strong customer loyalty, and growing online presence. The sharks were intrigued by the brand’s strong revenue figures, customer engagement, and craftsmanship-focused approach.
Investment Secured
After a round of negotiations, Shyle secured an investment from Namita Thapar and Aman Gupta, who together offered ₹75 lakh for 3% equity. Their strategic investment will help Shyle expand its operations, strengthen its supply chain, and increase brand visibility in both domestic and international markets.
The backing of Namita and Aman will also open doors to better distribution networks, advanced marketing strategies, and industry expertise, helping Shyle scale effectively.
Expanding the Market Reach
Shyle has been making waves in the direct-to-consumer (D2C) jewellery space, leveraging social media, influencer marketing, and e-commerce platforms to reach a broader audience. The brand sells through:
- Its official website for direct customer engagement.
- Popular online marketplaces like Amazon and Flipkart.
- Instagram & Social Media Marketing for brand storytelling and customer interaction.
- Luxury Pop-Up Events & Exhibitions to connect with high-end clientele.
The investment from Shark Tank India will enable Shyle to expand its retail presence, enhance digital marketing efforts, and introduce new collections catering to diverse tastes. Plans are already in motion to increase advertising efforts, partner with influencers, and enhance user experience on the website.
Shyle Challenges & Growth Strategy
Despite its early success, Shyle faces some challenges that the brand is strategically working to overcome:
- Scaling Production – Ensuring that handcrafted quality is maintained as demand grows.
- Competitive Market – Standing out in a crowded jewellery industry requires constant innovation.
- Customer Education – Educating buyers on the value of handcrafted, authentic silver jewellery over mass-produced alternatives.
- Pricing Sensitivity – Balancing affordability while maintaining high-quality standards.
With the guidance of Namita Thapar and Aman Gupta, Shyle is implementing scalable production methods, exclusive designs, and aggressive digital marketing strategies to maintain its competitive edge. The company is also investing in artisan training programs to ensure sustainable expansion while preserving traditional craftsmanship.
Shyle Future Plans
Shyle has ambitious plans for the coming years, including:
- Expanding Retail Footprint – Launching experience stores in metro cities.
- Introducing New Product Lines – Diversifying into men’s jewellery, luxury silver collections, and limited-edition handcrafted designs.
- Global Expansion – Targeting international markets with handcrafted Indian silver jewellery, leveraging platforms like Etsy and global e-commerce websites.
- Technology Integration – Enhancing the online shopping experience with AR-based virtual try-ons and AI-driven customization options.
- Strategic Collaborations – Partnering with fashion designers, influencers, and celebrities to strengthen brand visibility and appeal to wider audiences.
Additionally, Shyle is planning to enter the luxury gifting segment, offering exclusive, customizable silver pieces for weddings, anniversaries, and corporate gifting. This move is expected to drive premium sales and further establish Shyle as a leading silver jewellery brand.
Final Thoughts
Shyle’s journey from a budding jewellery startup to securing an investment in Shark Tank India is a testament to its unique craftsmanship, strong brand identity, and growing customer base. With the backing of industry leaders like Namita Thapar and Aman Gupta. Shyle is set to redefine the silver jewellery market and scale new heights.
By staying true to its handcrafted appeal, sustainable practices, and customer-centric approach. Shyle has the potential to emerge as a leading premium silver jewellery brand in India and beyond.
