Tsara - Destination Jewellery for Every Occassion

Tsara Highlights

Startup Name Tsara
Headquarter Mumbai
Founders Tarun Jagwani and Natasha Jagwani
Sector Gems & Jewellery
Founded 2012

Tsara - Introduction
Tsara - Industry Details
Tsara - Founders
Tsara - The Idea and starting up
Tsara - Product
Tsara - Business and Revenue Model
Tsara - Customer Acquisition
Tsara - Challenges
Tsara - Competitors
Tsara - Technology Used
Tsara - Advisors and Mentors
Tsara - Future Plans
Tsara - Founders' Advice

Tsara - Introduction

The shine of Gold and Diamond jewellery seems to deem gradually, as semi-precious jewellery is becoming more and more popular. There was a time when an Indian bride’s first preference was only gold jewellery. But these days bridesmaids and also brides are seen wearing stunning semi-precious jewellery. The main reasons behind the growing popularity of semi-precious jewellery are that - it is not expensive; it looks beautiful and elegant just like gold or diamond jewellery and it can be carried anywhere without any tension of it being stolen or lost. Keeping in view the many benefits of semi-precious jewellery, Natasha and Tarun Jagwani, launched Tsara - a destination jewellery brand in 2012. Destination jewellery is made of silver and semi-precious and synthetic stones making its price as less as one-tenth of gold or diamond jewellery.

Tsara is a quite popular name among women as a destination jewellery brand with a very luxury look and at the same time inexpensive. Tsara provides all type of designer jewellery and has extraordinary collections. The company focuses on bringing value to the customers by keeping their convenience in mind. Tsara’s long term vision is to become India’s leading destination jewellery brand.

Tsara - Industry Details

As recorded in 2017, the Indian gems and jewellery market size is about US $60 billion. It is expected to reach $100 -110 billion by 2021-2022. Gems and jewellery industry plays a very important role in Indian economy. Gems and jewellery industry makes for 7% of India’s GDP and 15.71 % of the country’s merchandise export. India earns a huge chunk of its total foreign exchange earnings by exporting gems and jewellery.

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Tsara - Founders

Tarun Jagwani and Natasha Jagwani are the founders of Tsara.

Tarun is the third generation of gold and diamond jewellery experts and has experienced the B2B space of manufacturing. He joined the family business after graduation from Gemological Institute of America, Carlsbad. Tarun is a graduate jeweler by profession and has been creating jewellery since 2004 when he set up the factory for the business.

Natasha also belongs to a family with jewellery business and her background helped her to start and survive in this business.

Currently, Tsara has a small team of 4 people. However, Tarun and Natasha collaborate with other people as and when required to grow the business.

Tsara - The Idea and Starting Up

In 2010, after Natasha and Tarun got married, the couple attended a close friend’s wedding in Udaipur. While reaching their hotel room after dancing all night, Natasha realized one of the gold bangles which she was wearing, was missing. They looked everywhere for it, including going back to the venues and trying to trace all their steps, but it was lost. She didn’t enjoy the remaining part of the wedding as this was always at the back of her mind. When she informed Tarun’s mother about it, they had a discussion and the idea of coming up with a line of jewellery which is premium and yet affordable came into being. Natasha started doing this on her own from home and Tarun joined her to help her expand the business in late 2016.

Tsara Logo

Tsara - Product

Tsara designs and manufactures beautiful destination jewellery (diamond imitation jewellery) to go with every occasion and everyday. It brings the expertise of manufacturing gold and diamond jewellery to the world of destination jewellery.

Manufacturing and aesthetics are what we focus a lot of our energy on.

Tsara jewelry is created by setting semi-precious stones in silver. Flawless cubic zirconias are used in Tsara jewellery.

Tsara Products

The company has four lines of jewellery to complement various occasions and events. Also, Tsara launches new collections every 2-3 months to keep up with the latest trends.

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Tsara - Business and Revenue Model

Tsara mainly focuses on B2C model. The company is working towards attaining B2B customers. In the last few months, Tsara acquired 4 B2B clients who regularly buy products from them because of their creative designing and manufacturing.

Tsara - Customer Acquisition

Tsara’s head office is in Mumbai. However, they are currently selling their products through partners in Delhi, Bangalore, Pune, Ahmedabad, Surat, and other tier 1 cities. Moreover, they are stocking on over 15 online portals which serve the clients all around the world. Tsara has multiple retail partners in different places, who help them to reach the customers across the country and the globe. Besides, Tsara also reaches out to its target audience by creating engaging content on social media.

The company does campaigns to attract customers whenever it launches new collections. Tsara is also working on giving special deals to their clients who have subscribed to their email and whatsapp lists.

Tsara - Challenges

Coming from a background of gold and diamond jewelry, understanding price points was something the founders struggled with initially.

We kept designing products thinking about buying the jewellery from gold and diamonds perspective. It took us a few collections to find the designing style best suited for the world of destination jewellery.

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Tsara - Competitors

Tsara faces competition from fashion jewellery brands like Swarovski, Bluestone, Ayesha etc. However, the company is all set to face the competition by launching new designer lines and keeping up with the trending fashion.

Tsara - Technology Used

Tsara is working towards ensuring that they use cloud based softwares. This gives them the flexibility to hire people from around the country and then eventually the globe.

The main idea behind the technology is the convenience for the team members and to build a company that can be operated from anywhere.

Tsara - Advisors and Mentors

Tarun’s father has been a great guide at a time when he faced certain issues. However, he also admires his digital mentors include Gary Vaynerchuk and Simon Sinek.

Tsara - Future Plans

Tsara's future plans are -

  • To grow a number of partners who sell their products online and offline.
  • To ensure that their website starts generating as many sales as the stores do to grow the business.

Tsara - Founders' Advice

Be clear on the end goal, and keep innovating and testing new ideas that align with that end result. You will be genuinely surprised what will get you closer to your goal.
Website - Tsara
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About Lakshya Singh

I am a visionary content creator and internet researcher.