April 14: Nykaa Fashion has announced the acquisition of the online jewellery brand Pipa Bella aiming to expand their jewellery category by offering fashion accessories to Indian women.
However, Pipa Bella will be continuing to provide its services on its own website and will also expand this functionality as a consumer brand under the Nykaa Fashion portfolio. Pipa Bella has introduced a unique jewellery line that boosts 1500+ styles; trending and accessible.
Targeting the 22-35-year-old urban women, Pipa Bella offers to bestow a variety of custom-made and hand-made jewellery to them. With this acquisition, Nykaa Fashion aims to get the opportunity to in future organise the cluttered jewellery market in order to achieve quality assurance.
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Sharing their take over the strategic development, Adwaita Nayar, CEO, Nykaa Fashion and Founding Team Member, Nykaa said, “We have seen a rising trend of personalised minimalistic and premium fashion accessories in the Indian market. At Nykaa Fashion, we strive to bring the best quality and variety of such products to meet the demand of the audience. We are excited to have Pipa Bella on board as the brand reflects our vision to always stand for good quality and well-curated designs at accessible prices. Our aim is to extend the brand’s core signature design to a much larger landscape by becoming a full range accessories label. We believe that there is a strong opportunity to provide premium fashion jewellery with contemporary design and functionality at the core of the customer experience.”
Taking note of the development, Shuchi Pandya, Founder, Pipa Bella, said, “Pipa Bella has always been a customer-centric brand, focusing on premium design at reasonable prices. It has found strong synergies with Nykaa Fashion’s positioning within the e-commerce fashion landscape and its manner of engagement with its wide network of customers around the country. This association will allow Pipa Bella to reach a larger customer base and leverage the massive number of users visiting Nykaa Fashion every month.”
