What began as a small kiosk in a bustling Bengaluru mall has transformed into a thriving jewellery brand generating ₹7.5 crore in revenue. Rubans Accessories, founded in 2015 by Shraddha Singh, demonstrates how creativity, persistence, and a focus on niche markets can turn modest beginnings into remarkable entrepreneurial success.
Humble Beginnings
At 28, Shraddha Singh invested ₹3 lakh of her own savings to set up a 70 sq ft kiosk in Phoenix Mall, Bengaluru. Inspired by a lack of hygienic and affordable ethnic jewellery, she aimed to provide young professionals with trendy, high-quality options at accessible prices.
The initial operation was modest — a tiny home setup where Singh sourced materials from Mumbai artisans, designed prototypes, and tested products ranging from maang tikkas to jhumkas. Personal networks and social media platforms, especially Instagram, became the early channels for sales.
Overcoming Early Challenges
Inventory management and scaling production were the first hurdles. Singh managed the entire process herself — sourcing, designing, quality control, and packaging — until consistent systems could be established. Despite these constraints, she maintained a commitment to quality, hygiene, and aesthetic appeal.
Within six months, Rubans Accessories recorded 100 daily sales, primarily through the kiosk and direct referrals. Customers appreciated the combination of affordability, uniqueness, and hygienic preparation — factors often overlooked in the ethnic jewellery segment.
Digital Expansion and Growth
Recognizing the power of online platforms, Singh expanded Rubans Accessories to e-commerce websites and Instagram storefronts. The brand’s social media presence helped build a loyal customer base, with visually appealing posts showcasing trending SKUs and seasonal collections. Pop-up stores in strategic locations further reinforced the brand’s visibility.
By 2020, the business had outgrown the original kiosk model. Singh established a manufacturing unit in Mumbai to scale production while maintaining quality standards. Today, Rubans Accessories offers 500+ SKUs, ranging from bridal jewellery to daily wear, catering to diverse tastes and occasions.
International Reach
Rubans Accessories’ emphasis on trendy designs and ethical sourcing enabled it to reach international markets, particularly in the Middle East. Exporting high-quality ethnic jewellery has not only expanded revenue streams but also enhanced the brand’s global recognition.
A Model of Niche Fashion Innovation
The success of Rubans Accessories lies in identifying a gap — affordable, hygienic, and stylish ethnic jewellery — and addressing it with precision. Singh’s approach combines traditional craftsmanship from artisans with modern design sensibilities and digital marketing strategies.
Moreover, her bootstrapped journey highlights how sustainable growth can be achieved without external funding, relying on reinvested profits and careful scaling.
Looking Ahead
With an established manufacturing base, strong digital presence, and expanding product line, Rubans Accessories is well-positioned to continue its growth trajectory. Plans include further international expansion, new jewellery collections tailored to evolving fashion trends, and deeper engagement with artisan communities for ethical sourcing.
Shraddha Singh’s story is a testament to how small beginnings — a 70 sq ft kiosk and ₹3 lakh investment — can evolve into a multi-crore brand. By combining niche market focus, innovation, and a commitment to quality, Rubans Accessories has become a trusted name in India’s ethnic jewellery segment.
Last Updated on Wednesday, October 15, 2025 9:39 am by The Entrepreneur India Team
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