Sami Jewels

Sami Jewels retails bridal and fashion jewellery in 18-22 kt gold, diamond, polki and precious-stone categories, plus a small silver line. Pieces run ₹25k–₹8 lakh, placing the brand in the mid-to-premium tier. Sales are currently 100 % e-commerce through samijewels.com with domestic shipping across India. The company positions itself as “heritage re-imagined,” translating classic Mughal and Rajput motifs into lightweight, wearable forms. Signature collections—Nazm, Rivaah and Siyaahi—use open-back kundan and micro-pave to cut weight 15-20 % versus traditional sets, a feature heavily promoted in product videos. All designs are CAD-rendered, letting buyers rotate pieces 360° before checkout. Core buyers are 24-35-year-old urban brides and wedding-party shoppers who want regional authenticity without bulk. They value documented BIS-hallmarked gold, IGI-certified solitaires and EMI checkout options; Instagram reels showing styling versatility reinforce the brand’s modern-dowry appeal. Sami competes against family-owned heritage jewellers and venture-backed D2C bridal sites. It differentiates by offering museum-grade craft at internet margins (mark-up ~1.4x making charge versus 1.8-2x in stores), a 15-day return window and lifetime repolish/re-plating—services rarely bundled online in its price bracket.