From Celebration to Connection: How Nuyug Is Redefining Jewellery for Modern India

Founded in 2024 by Ankur Dua and Manali Thareja, Nuyug is redefining India’s jewellery market with premium-quality, skin-safe celebration wear at affordable prices.

By Jitendra swami08 Sep 2025

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From Celebration to Connection: How Nuyug Is Redefining Jewellery for Modern India

When Passion Meets Purpose — Founders Who Believed in Beauty Beyond Sparkle

In the glamorous field of jewellery, where fake often sells more than authentic, Nuyug was born in August 2024, founded by Ankur Dua and Manali Thareja.

Both founders had experience in retail and consumer spaces - but what was more critical, they possessed an understanding of the contemporary Indian buyer, the one who is aspirational, value-conscious, and seeking jewellery that offers an amalgam of affordability, originality, and comfort. They weren't chasing sparkle for sparkle's sake; they were chasing a new standard of trust. And thus Nuyug was born: a jewellery brand of firm integrity in which the lustre does not just shine, but shines through.

Crafting Celebratory Joy — More Than Just Trinkets

Most jewellery brands are either heavily positioned in the fine jewellery category (luxury, expensive, and usually unattainable) or mass-produced with imitation (affordable, but with poor durability and unlikely to be skin-friendly, meaning more often than not, you will break out in a rash). Nuyug lands somewhere in between premium-quality celebration jewellery at mass-market prices.

This is exemplified in their catalogue of 400+ SKUs. Each piece is conceived with an Indian ritual or occasion in mind such as weddings, Diwali, Eid, Navratri, or an anniversary as well as personal milestones like birthdays and promotions. But what distinguishes them is the promise of skin-safe, long-lasting material that customers can wear through long ceremonies comfortably without irritation.

This dedication is what makes Nuyug more than a provider of accessories; it makes them a curator of moments. In a society where jewellery is traditionally passed down generations, they are creating pieces that are instilled with meaning, memory, and cultural pride.

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Building Omnichannel Grace — Where Digital Meets Delight

Nuyug knows the power of presence; both in one’s hands and the other on your screen. They crossed ₹1 crore annual revenue run rate in just eight months despite being a raw brand.

More than 400 products can be sourced from their website and even found on platforms like myntra, nykaa Fashion and Amazon.
It’s not just access; it's access with dignity.

Competing in a Crowded Marketplace — With Trust as Their Sparkle

The Indian jewellery market is one of the largest in the world and is expected to continue for at least a decade. However, the segment in which Nuyug works, celebration wear, which straddles imitation and fine jewelry, is an exceptionally crowded one. In the space race, brands compete through discounts, influencer tie-ups, and aggressive marketing.

Instead of a competition on the same track, Nuyug differentiates through trust and cultural relevance. Their patterns are drawn from traditional Indian themes, but they interpret them in a contemporary way, adding a sprinkling of something distinctly European. Their use of hypoallergenic materials also adds a second layer of comfort—you can be fabulous without worrying about rashes or skin sensitivity.

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In this way, it repositioned itself not as a jewellery brand competing on price, but as a celebration brand competing on trust, design, and comfort.

₹2.5 Crore of Faith — Fueling Design, Reach & Innovation

Nayug raised a ₹2.5 crore pre-seed round led by AJVC with key angel backing in August 2025. This was not just capital; it was validation.

And the money is already having an impact:

Strengthening offline and online strength to meet demand.
Diversifying the product lines to represent the many cultural styles of India.
Re-invest in research and design innovation in conjunction with improving material quality and longevity.

The Legacy in the Making

Nuyug's journey is more significant than the value of earrings, bangles, or necklaces. It is attempting to redefine how India perceives party wear. Their legacy is that you can build design, safety, and cultural authenticity into accessibility.

For the contemporary Indian bride, the festive family or the young working professional buying her first celebratory jewellery, Nuyug stands for much more than shine; it's trust and meaning.

Decades later, when families pull out their wedding albums or other party photos, those pieces of jewelry will sparkle not just in the prints. They will be telling a story — of a brand that prioritized integrity over shortcuts, cultural pride over imitation, purpose over profits.

Because from generations, the most significant sparkle isn't gold or diamond. It comes from trust. And Nuyug is building that trust, party to party.

Author

Jitendra swami