Trisu, India’s First Vermeil Jewellery Brand, Secures Pre-Seed Funding Led by All In Capital and JK Tyres

• ByStartupStory     |    September 12, 2024

Trisu, India’s first all-gold vermeil jewellery brand, has successfully raised pre-seed funding in a round led by early-stage venture capital firm All In Capital. JK Tyres, Amaanta Group, along with angel investors Himanshu Aggarwal and Sumer Sethi, also participated in the funding round.

Founded by Saloni Chopra in 2023, Trisu offers high-quality gold vermeil jewellery, featuring 18-karat gold plating that is five times thicker than standard gold plating, with silver as the base metal. The company plans to use the funds to scale up customer acquisition efforts, enhance product innovation, and drive market expansion.

The brand’s name, Trisu, is a tribute to Saloni’s parents, Trilok and Sushma Chopra. Sushma, who passed away in August 2023, was the driving inspiration behind the brand. Her love for durable jewellery and her quest for better gold alternatives continues to guide the Trisu team’s mission. The company is focused on providing long-lasting, affordable alternatives to solid gold jewellery for people aged 30-60.

“Our mission is to disrupt India’s $80 billion jewellery market with unique vermeil pieces that look like solid gold but cost a fraction,” said Saloni Chopra, Founder of Trisu. “Our goal is to become the top gold alternative and capture 10% of the everyday gold jewellery market by 2034.”

Trisu’s growth has been remarkable, achieving 24x expansion within just eight months of operations. With a head office in Gurgaon and a manufacturing unit in Jaipur, the brand is on track to achieve its ambitious goals, including generating $1 million (Rs 8 crore) in monthly recurring revenue by 2025 and opening ten shop-in-shops and five exclusive outlets by December 2026.

“With this funding, we aim to provide high-quality jewellery that closely resembles solid gold without the high cost or risk of loss,” Saloni added. “Trisu is committed to delivering an unmatched customer experience with our superior plating style, which lasts much longer than typical gold-plated jewellery.”

Aditya Singh, Co-Founder at All In Capital, expressed confidence in Trisu’s potential and the founder’s leadership. “Saloni makes for a great Founder-Market-fit for this category, given her earlier stints. Building a brand for the female TG needs customer centricity flowing top-down in an organisation and Saloni fulfills that perfectly.”

Trisu’s superior plating style, which involves using silver as a base instead of steel, ensures a finish that lasts for years, often a lifetime. In just eight months, the brand has attracted over 5,000 active users, with its chains segment leading as the highest revenue driver, followed by neckpieces and bracelets.

The founding team also includes Shrey Bansiwal, who brings experience from companies like Oyo, Urban Company, and Blissclub, and Mahak Chopra, with over a decade of brand-building experience in Singapore.

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