GIVA, a prominent Indian direct-to-consumer (D2C) jewellery brand launched in 2019, began its journey as an online retailer of silver jewellery. The brand has since expanded its retail footprint to meet the increasing demand for its products.

Resha Jain, Chief Brand Officer at GIVA, reveals that the company now boasts 130 physical stores across India. She highlights that customers often prefer to shop for jewellery offline, as it is a tactile experience. Jain underscores the significance of allowing customers to interact with both the product and the brand in a tangible way, which motivated GIVA to heavily invest in exclusive brand outlets (EBOs). "We adopt a 360-degree approach, maintaining a strong online presence while also giving consumers the choice to shop through their preferred medium," says Jain.

Jain explains that while establishing EBOs requires substantial capital, the strategy aligns with the brand's growth ambitions. "Initially, a brand operates lean, but with adequate funding, scaling quickly becomes possible. Our goal is to eventually have over 500 stores across the country, which is why we've focused heavily on retail expansion," she adds.

GIVA targets a broad demographic, particularly women who wear jewellery daily, such as office-goers. Jain also notes that the brand caters to the gifting market, offering a variety of jewellery options suitable for gifts.