As direct-to-consumer (D2C) brands continue to flourish amid new surges of Covid-19, a new set of startups are quietly making a foray into the digital space. Traditionally speaking, fashion jewellery has mostly remained a part of local store marketing. Almost everyone has a favourite vendor or store where she finds just the right kind of costume jewellery to meet her style needs. Then there are markets like Sarojini Nagar (Delhi), Gariahat (Kolkata) and Colaba (Mumbai), which are already famous for their superb quality but affordable merchandise.
