International News
Angara Debuts in India, Set to Transform Fine Jewellery with Customisable D2C Experience
With over 300 years of gemstone legacy and a $100M global presence, Angara brings personalised, digital-first fine jewellery to Indian consumers.
US-based fine jewellery brand Angara has officially entered the Indian market, bringing a rich heritage in gemstone craftsmanship and a disruptive direct-to-consumer (D2C) model designed to reshape how Indians shop for fine jewellery.
Founded by Indian-origin entrepreneurs Ankur and Aditi Daga, Angara has grown into a $100 million+ enterprise across the US, UK, and Australia, renowned for its handcrafted pieces featuring gemstones, diamonds, and pearls. Now, the brand is bringing its unique approach to India’s dynamic jewellery landscape, offering bespoke, made-to-order creations that combine traditional artistry with modern technology.
“India’s jewellery market is at a pivotal moment,” said Ankur Daga, Founder & CEO. “People are moving away from generic, mass-produced designs and gravitating towards pieces that reflect their individuality. We’ve perfected this digital-first model globally, and now it’s time to bring that innovation home.”
Angara’s India strategy is anchored in its vertically integrated, digital-first model, which empowers customers to personalise every aspect of their jewellery—from gemstone and carat size to metal type and setting. The brand leverages an intuitive online platform enhanced with AI-driven recommendations, delivering both superior quality and transparent pricing by cutting out intermediaries.
“Indian buyers have traditionally faced a choice between conventional jewellers and expensive luxury brands,” added Aditi Daga, Co-founder. “Angara bridges that gap by offering elegant, meaningful, and affordable fine jewellery—tailored to each individual.”
The brand’s entry comes at a time when Indian consumers are shifting from heirloom pieces to more expressive, everyday elegance. As interest in coloured gemstones rises and the diamond market evolves with lab-grown alternatives, Angara’s expertise in rubies, emeralds, sapphires, and other precious stones positions it well to meet emerging demands.
With over 1 million customers globally and operations in Ireland, Canada, Thailand, and now India, Angara is also eyeing a future offline presence. Plans are underway to launch experiential retail spaces that will complement its digital platform, offering hands-on interaction without compromising the brand’s hallmark of customisation.
To support its Indian expansion, Angara has built an end-to-end supply chain that ensures ethical sourcing, exceptional craftsmanship, and consistent quality. Its made-to-order model aligns with the growing appetite for sustainable, conscious luxury in India.
Angara’s launch marks more than just the arrival of a new brand—it signals a bold reimagining of India’s fine jewellery market. With a legacy of craftsmanship, a passion for innovation, and a focus on personalisation, Angara is ready to redefine how Indian consumers experience jewellery.
Record-high gold prices and continued geopolitical uncertainty have strengthened gold’s appeal as a safe-haven asset. However, these same factors also create challenges for the jewellery industry, as rising prices increase the cost of entry for consumers. In response, the industry is exploring product innovation to sustain demand. In Greater China, Hard Pure Gold is emerging as a strategic initiative designed to balance high purity, design flexibility, and affordability.
Promoted by the World Gold Council, Hard Pure Gold combines traditional purity levels—typically above 99%—with advanced manufacturing technologies such as electroforming and lost-wax casting. These processes increase the hardness of pure gold, allowing jewellers to create more intricate designs, improve durability, and support gemstone settings. At the same time, hollow-forming techniques enable lighter pieces that maintain visual impact while reducing overall weight and price.
The category also benefits from the introduction of an industry-wide standard in 2025, which clarified production guidelines and unified marketing terminology across manufacturers. Standardisation has helped build consumer trust and strengthened the positioning of Hard Pure Gold as a distinct product segment.
A key driver of its growth is changing consumer demographics. Traditionally, pure gold jewellery in China appealed primarily to middle-aged buyers who valued gold for wealth preservation. Hard Pure Gold, however, is attracting younger consumers aged 20–35 by offering contemporary designs, lighter weight, and lower entry prices without sacrificing purity. Surveys conducted by the World Gold Council indicate that it is currently the fastest-growing category within the gold jewellery segment in Greater China.
In a high-price environment, the ability to produce jewellery that looks substantial yet weighs as little as 1.5 grams helps make gold more accessible to new buyers. At the same time, increasing trade-in activity—where consumers exchange older jewellery for newer designs—encourages repeat purchases and keeps demand active.
From a strategic perspective, Hard Pure Gold demonstrates how technological innovation and coordinated industry standards can reshape consumer perception. By merging investment-grade purity with modern design and affordability, it offers a compelling pathway for sustaining gold jewellery demand in Greater China
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