Jewellery in India has long been steeped in tradition—a marker of wealth, a secure investment, and a piece reserved for special occasions. But for a new generation of consumers, particularly younger audiences, the market lacked options for jewellery that resonated with their everyday lives. It’s this gap that inspired Vivek Soni to create Sterlyn, a D2C silver jewellery brand launched in 2022.
“Jewellery isn’t just a product for us—it’s a way to sell emotions. The jewellery itself is secondary,” says Vivek.
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Sterlyn: Redefining Jewellery as Everyday Emotion
Despite hailing from a family with nearly four decades in the jewellery industry, Vivek’s journey into the business wasn’t straightforward. Armed with an MBA in Finance and years of experience in credit and risk management, his career initially took a completely different route. But his ability to analyse markets and identify gaps, combined with his family’s legacy of craftsmanship, eventually led to the birth of Sterlyn.
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The vision for Sterlyn was clear: to make jewellery meaningful, affordable, and accessible for everyday gifting. But getting there wasn’t without challenges. Vivek had to rethink not only the traditional perception of jewellery as a luxury or an investment but also convince his family of the brand’s modern, D2C approach.
“Breaking away from the conventional mindset was tough. Jewellery in India is often seen as something you save for big occasions, but I wanted Sterlyn to focus on pieces that people could gift and wear daily,” Vivek explains.
