Springstar GmbH incubated Juvalia & You: Fashion Jewellery From Across the Globe

India has a $1.5 billion fashion accessories market and a highly developed one given the 5000+ years of history that we have with jewellery creating a huge potential to startup in the fashion jewellery and accessories industry. Cashing on this opportunity Chaitanya Agarwal decided to startup with Juvalia & You, an innovative online social selling company for exquisite fashion jewellery that brings home jewellery from around the globe to the market in India. The brand has been incubated by Springstar GmbH in collaboration with the Smile Group which is known for parenting e-commerce portals such as,, etc.

Beginning his career during his Engineering under-graduation course, Chaitanya Agarwal started off on his own with a home furnishing business that is now exporting to nearly 50+ countries and has some of the leading retailers in the world as its clients. Chaitanya Agarwal then founded Juvalia & You in February 2012 based on an online social selling business model. The team comprises of nearly 100 members with professional and experienced team members taking care of the area of their expertise.

“Juvalia & You offers a catalogue with a range of accessories across various categories. We are looking to solve the unfulfilled consumer need in the market to purchase fashion accessories of international quality at affordable prices through Juvalia & You,” says Chaitanya Agarwal, Founder, Juvalia & You.  Their business model offers consumers with the opportunity to buy the latest international designs online and also enables them to be financially independent by joining the company as stylists. For the direct selling business, their stylists are essentially housewives, working women who want to earn more simultaneously with the job and people looking for a start-up with less investment. As for their products, they are targeted to any person interested in purchasing the latest fashion jewellery and accessories.

The direct selling model is designed to offer customers to touch and feel the product and then place their orders online. The offline medium allows prospective buyers to research extensively before making a purchase decision online and vice versa since social shopping is relatively new concept in India. Like most initial stage startups, word of mouth and network sales have proven to be useful tools of marketing for Juvalia & You as well.

There are two business models running in parallel for Juvalia & You with B2C e-commerce sales (with online display, search and social activities) and B2B/MLM sales that has been activated across Malls, RWA’s and Corporates. “During our first mall activation, we got more than 500+ visitors on the first day so on the next day, the entire team wore the Juvalia & you t-shirts and had to double up as the sales force. Some of the guys were totally clueless about jewelry, and watching them deal with customers had us in splits,” shares Chaitanya.

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With the process of expanding operations globally in progress, this company is looking to raise funds for the same. In India, they are in the process of doing a pan-India rollout of their direct selling business and are setting up satellite offices across the country. The company will also be shortly investing in print and ATL advertising as well.  “Juvalia & You intends to be India’s largest fashion accessories brand and direct selling business in the near future. We will be expanding our direct selling business pan-India and are already in the   process of setting up satellite offices across the country,” concludes Chaitanya Agarwal.

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About the author

Brindaalakshmi. K heads Marketing and Communications at Having been a technology journalist in her previous avatar, she takes keen interest in technology and startups. As a writer, she writes poetry, journalistic pieces, screenplay, brand copy, fiction and anything else with a promise of an exciting challenge.

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