In today’s hyper-personalised, convenience-driven world, customer experience (CX) defines brand loyalty. It no longer depends on product quality alone. Rather, it hinges on how a brand makes consumers feel from discovery to delivery.
With this in mind, global fine jewellery powerhouse Angara is stepping into the Indian market. Backed by over 300 years of gemstone legacy, Angara plans to disrupt India’s Direct-to-Consumer (D2C) fine jewellery space. The brand’s approach? Prioritising customer experience at every touchpoint.
Founded in 2005 by Indian-origin entrepreneurs Ankur and Aditi Daga, Angara has built a $100M+ global enterprise without raising external funding. Their strategy? A vertically integrated, digital-first model with CX at its core.
From Legacy to Innovation
Angara’s story began centuries ago in the gemstone trade. However, the brand was officially launched in 2005 with a modern mission: to make high-quality gemstone jewellery accessible, customisable, and personal.
Over the years, Angara has served over 1 million customers across the US, UK, and Australia. Importantly, each piece is made-to-order, allowing customers to personalise their jewellery based on gemstone, cut, carat, metal, and setting.
This personalisation-first approach has not only helped Angara scale globally but also created a gold standard in digital CX for jewellery.
Why India? Why Now?
India’s jewellery market is huge—valued at $100 billion and growing. Yet, most players still focus on traditional gold jewellery or high-end luxury segments. As a result, there’s a gap in the market for modern, investment-worthy, and meaningful jewellery.
Angara steps in to bridge this gap. The brand offers elegant, customisable jewellery that speaks to today’s discerning, digital-native Indian consumers.
These consumers want more than just aesthetics. They seek personal narratives, ethical sourcing, and transparent pricing. Angara delivers on all fronts.
Digital-First, Always
Unlike traditional jewellers, Angara didn’t evolve into digital. It was born digital. This matters. Because digital-first brands often design CX from the ground up—deliberately and dynamically.
For instance, Angara’s platform uses AI-powered recommendations to help shoppers find the perfect piece. Customers can visualise modifications in real time. This adds clarity and builds confidence.
Additionally, Angara offers educational resources, style guides, and chat support. These tools guide the buyer and simplify decision-making.
Through this, Angara eliminates friction from the jewellery shopping process—something long overdue in India.
Personalisation at the Core
Every Angara product is made-to-order. But it’s more than a manufacturing model—it’s a CX strategy.
Today’s customers want to feel involved in creation. Angara empowers them to choose every detail. Whether it’s a sapphire pendant in rose gold or an emerald ring in platinum, each order becomes an expression of identity.
This emotional connection significantly boosts satisfaction. It turns one-time buyers into brand advocates.
Ethical, Transparent, and Trustworthy
CX isn’t just about speed or ease. It’s also about trust.
Angara takes this seriously. The brand offers ethically sourced gemstones, complete with certification and transparent pricing. By controlling its supply chain end-to-end—from sourcing and cutting to setting and fulfilment—Angara ensures both quality and accountability.
Such transparency reassures customers, especially in high-value transactions like jewellery.
Omnichannel Vision
Although Angara begins with a digital-first model, it plans to launch physical experience centres across India. These touchpoints will let customers touch, try, and talk—bridging the online-offline divide.
In a market like India, where jewellery often carries emotional and cultural weight, this omnichannel model adds significant CX value.
Customers can research and personalise online. Then, they can finalise and purchase in-store. Or vice versa. This flexibility improves convenience without compromising trust.
Customer-Centric Leadership
Ankur and Aditi Daga have a simple belief: every customer interaction must reflect excellence. From product design to post-sale support, their leadership ensures CX is not a department—it’s the business model.
Ankur Daga shares, “India’s jewellery market is evolving fast. Consumers are demanding more personalisation, more clarity, and better value. We’ve spent two decades perfecting the online experience globally. Now, we’re bringing it home to India.”
Aditi adds, “Too often, Indian buyers must choose between unaffordable luxury and generic traditional pieces. We eliminate that trade-off. Our jewellery is beautiful, customisable, and accessible—just like it should be.”
Building Loyalty Through Experience
In luxury categories, repeat purchases rely heavily on experience. Angara’s customer retention strategy reflects this truth.
For instance, each order comes with lifetime warranty, free resizing, and insured global shipping. These small details build long-term trust. Moreover, the brand’s loyalty program rewards returning buyers with exclusive offers, previews, and upgrades.
Combined, these elements create a full-circle, delightful experience—before, during, and after purchase.
Tapping Into Emotional CX
Jewellery is emotional. It celebrates love, memory, success, and self-expression. Therefore, the jewellery buying journey must feel personal and emotional, too.
Angara taps into this by offering bespoke gifting options, storytelling-focused collections, and even anniversary calculators. These CX elements move beyond transactional. They connect to sentiment and meaning.
Because when customers feel emotionally seen, they return—not just to buy, but to belong.
The Road Ahead
Angara has ambitious plans. From a $100M enterprise, the brand now aims to become a $1 billion brand within five years. This goal will rely heavily on keeping CX central.
In the coming months, expect Angara to launch more India-focused designs, multilingual platform options, and interactive virtual try-ons. Each feature will further enhance digital CX.
And as consumer expectations evolve, Angara’s agility and vertical integration will allow it to innovate faster than legacy players.
Final Thoughts
In a world where brands often promise more than they deliver, Angara stands out. Not just for its exquisite pieces, but for its commitment to personalised, transparent, and emotionally resonant CX.
As India embraces new-age jewellery shopping, Angara is ready—not to compete, but to lead. Through experience, not just elegance. Through trust, not just tradition.
After all, in fine jewellery, as in CX, details make all the difference.
