Etchcraft Emporium eyes international and product category expansion

Personalise-able jewellery brand Etchcraft Emporium plans to expand beyond India and enter the US market. The Indian brand also plans to broaden its product selection with 200 new designs. 

“We are thrilled to embark on this momentous journey of international expansion,” said Etchcraft Emporium’s co-founders Vidhan Jain and Raghav Bansal, Indian Retailer Bureau reported. “Our mission has always been to adorn every moment with brilliance, and with this expansion, we aim to illuminate the lives of connoisseurs worldwide with our exceptional artistry.”
 
Etchcraft Emporium offers instant customisation on its fashion jewellery at its brick-and-mortar stores and also its direct to customer e-commerce store. The brand is confident that the US market offers significant growth potential through connecting with non-resident Indians and other consumer demographics. 

The brand reported that it has processed approximately 80,000 orders so far in the ongoing 2024 financial year. Etchcraft Emporium expects its international expansion to increase its order volume and the label aims to set up a retail presence in some of the world’s major cities this year. The brand also recently passed the 3 lakh customer milestone, it announced on Facebook. 
 
Etchcraft Emporium’s latest designs include bangles which can be engraved with names, sparkling butterfly pendants, and watches where the face can be customised. The brand has a mainly western style and also creates some fusion style products.