Ahmedabad : Satva Gold, a jewellery manufacturer and supplier, has entered the direct-to-consumer (D2C) jewellery market with the launch of Jewelchic, a new label focused on everyday 9KT real gold jewellery. The brand inaugurated its flagship store on Science City Road in Ahmedabad, marking the first step in its ambition to establish a consumer-facing brand across India and international markets.
Built around the concept of “Everyday Chic”, Jewelchic aims to position gold jewellery as an everyday fashion accessory rather than an adornment reserved for weddings and special occasions. Its collections feature contemporary designs intended to complement different styles, occasions and personal preferences.
The launch represents a strategic expansion for Satva Gold, moving beyond its manufacturing and supply operations into direct consumer engagement. Through Jewelchic, the company aims to tap into demand for accessible, contemporary gold jewellery while building a distinct retail identity.
The flagship store was inaugurated in the presence of nine women entrepreneurs from diverse professional backgrounds, recognising their achievements and entrepreneurial journeys. Actor Radhika Madan has been appointed as the brand ambassador, adding to the brand’s consumer outreach strategy.
Dhruv Shah, Founder of Jewelchic, said the brand seeks to make real gold jewellery more relevant to everyday lifestyles by combining contemporary designs with 9KT gold. He identified Ahmedabad as the starting point for the brand’s planned expansion across India and, eventually, international markets.
Suhani Shah, Co-founder of Jewelchic, said the brand aims to make jewellery shopping more personal and engaging, allowing customers to choose pieces that reflect their individuality and suit occasions ranging from workdays to social gatherings.
As part of its launch celebrations, Jewelchic will host interactive customer experiences on October 25, including live sketches and caricatures by Al Art Gallery and a personalised perfume bar by Live Perfume Bar. These activities are intended to create an experiential retail environment beyond conventional jewellery shopping.
With its focus on everyday 9KT real gold jewellery, Jewelchic is positioning itself at the intersection of fashion, personal expression and traditional gold ownership. Its Ahmedabad flagship store marks the beginning of the brand’s planned retail expansion.