Etchcraft Emporium offers everyday jewellery and accessories which exude one’s own personality
The Origin Story
Childhood friends Vidhan Jain and Raghav Bansal were passionate about creativity and wanted to craft lifestyle products that would feel unique and personal. Etchcraft Emporium was born as the duo created a niche for personalising everyday fashion jewellery, watches, sunglasses and other accessories with intricate etching/engraving.
The Differentiator
Etchcraft’s 22K gold-plated steel jewellery collection and other products can be customised within 10-15 minutes using state-of-the-art engraving machines. The idea is to create a lasting emotional bond between people and their possessions. To ensure superior craftsmanship, each ‘engraver’ is trained for at least 100-120 hours before taking up a project. The startup uses grade 316L stainless steel for durable plating, offers a six-month anti-fading warranty and claims that the colour can withstand brief immersion in water.
The Growth
Etchcraft is actively pursuing an omnichannel model, selling to individuals and corporate houses via its website, app and three offline stores in Delhi, Gurugram and Chandigarh. It also sells on Amazon for greater reach and ships its products globally.
What’s Next
Etchcraft Emporium aims to increase its online sales value by 1.5x in 2024 and open two more offline stores. It will strive to make its products available in most Tier I cities by 2025 and expand to Tier II locations. With its Amazon sales on the right track, the D2C brand expects to increase its marketplace sales by 5x in two years.
