SHYLE PRESENTS STYLISH SILVER JEWELLERY AT THE CLICK OF A BUTTON - The Daily Guardian
Connect with us

Lifestyle & Entertainment

SHYLE PRESENTS STYLISH SILVER JEWELLERY AT THE CLICK OF A BUTTON

Founders Astha Katta Sirohiya and Radhesh Sirohiya talk about the journey of their brand and what makes Shyle stand out from the rest.

Noor Anand Chawla

Published

on

It is no secret that Indian women love silver jewellery, having styled it with pride and elegance for centuries. In the 21st century, Instagram stores and websites dedicated to the sale of silver jewellery, offer the most innovative pieces at the most competitive prices. Shyle, better known as @shylebyastha on Instagram, is one such brand that is carrying the mantle forward in designing and displaying a variety of silver ornaments.

Founded by couple-preneurs (couple entrepreneurs) Astha Katta Sirohiya, who is also the Creative Head, and Radhesh Sirohiya, who also heads Growth and Operations, this brand began by showcasing its first collection at an exhibition in Jaipur in October 2017, before moving to being an exclusive Instagram shop.

Astha Katta Sirohiya, and Radhesh Sirohiya, founders of Shyle

“I would style and shoot our designs early morning as Radhesh would photograph me before leaving for office. I made sure that my Instagram content was never compromised and tried to showcase the collection in the best possible way within our limited resources. I travelled frequently to Jaipur to understand the market, work on designs, and pick karigars. Fortunately, within 4-5 months, we could see the numbers coming in. That’s when Radhesh quit his job to join Shyle full time, and we moved back to our home town of Jaipur,” Astha shares.

Both founders have a background in Business—Astha has an MBA degree in Marketing and Radhesh has a B.Tech from IIT Roorkee. Before Shyle, he worked at Reliance, Flipkart, and startup ventures like LazyLad and Crownit.

Having become a leading silver jewellery brand in the four years since its launch, the founders believe there is a lot that sets Shyle apart from others in this field. Their products are made with pure 925 silver, which is free of nickel and cadmium eliminating any potential health hazard. Further, every product is designed and manufactured in house, and the weight is kept light while keeping the piece’s robustness intact.

Radhesh says, “Every single product is handcrafted and not machine made at Shyle, our designs are absolutely unique to our brand. We hope that when people see our designs anywhere across the globe, they will know it’s a Shyle product.” To supplement this belief, he gives the example of the Retro Ketli Chai Ring, which is an intricately carved ring with a lid and handle to signify tea being poured in a cup. This landmark launch for Shyle led to their overall top-line shooting up by 250 percent within two months. Other unique designs include the Mizoya Telephone Earcuff, Qurbat Uncaged Bird Earcuff, and Anvaya HorseRath Statement Jhumkas, among others.

“We try to create designs that connect with our audience emotionally. Plus, I have always done the shoots for Shyle myself. As the owner and designer is also the face of Shyle, we feel the audience connects to the brand even more,” explains Astha. Their photography certainly gives them an edge over others, as they ideate and set up mood boards to highlight the best characteristics of their products through digital media. The popularity of their designs is evident from the fact that a number of celebrities have styled and worn them. These include the likes of Gauhar Khan in the TV series Kaali Peeli Tales, Shraddha Kapoor for an apparel shoot, Madhuri Dixit in an upcoming movie, and Shweta Tripathi Sharma in an upcoming South Indian film.

Radhesh points out that though Covid was a testing time due to operational delays and production halts, it also gave them time to improve their website, ideate on new designs and teach themselves digital marketing. Hence, after lockdown, they witnessed a growth of over 200 percent. He explains, “There was an overall increase in demand for silver jewellery and people preferred online over offline. Further, our clientele was earlier concentrated in metro cities but has since grown to include customers from Tier II and Tier III cities as well.”

Astha says there was a paradigm shift in buying trends post-Covid. Silver jewellery witnessed an unprecedented growth and mass acceptability among the working class and women from higher age groups, due to its affordability and premium quality. Also, though buying was earlier limited to festive times, it has now spread throughout the year.

“Surprisingly, now that wedding and other parties are seeing a restricted attendance, people have started hobby shopping which was earlier skewed to need-based shopping only, for precious metal jewellery,” says Radhesh. Shyle ships internationally and has a large overseas market with USA enjoying the largest percentage share, followed by Australia, Singapore, UK, Canada, and UAE.

The founders sign off by sharing their thoughts on the future of jewellery retail. They say, “With an increase in the number of working women across the board, we feel that jewellery retail will be dominated by e-commerce rather than in-store shopping. The advancement in technology will also enable brands to offer a store-like experience while shopping online, bridging the gap further. Also, the concept of customised jewellery is sure to grow phenomenally in times to come.”

The interviewer pens lifestyle articles for various publications and her blog www.nooranandchawla.com. She can be reached on nooranand@gmail.com.

The Daily Guardian is now on Telegram. Click here to join our channel (@thedailyguardian) and stay updated with the latest headlines.

For the latest news Download The Daily Guardian App.

Lifestyle & Entertainment

TOM HOLLAND TO PLAY FRED ASTAIRE IN UPCOMING BIOPIC

Published

on

WASHINGTON: Actor Tom Holland has recently confirmed that he will portray the role of late legendary Hollywood icon Fred Astaire in an upcoming biopic by Sony Pictures. As per The Hollywood Reporter, the 25-year-old confirmed the news while promoting ‘Spider-Man: No Way Home’ at a London event. “The script came in a week ago. I haven’t read it yet; they haven’t given it to me,” he told the media. Further details like who is the writer of the project are not disclosed yet. Another Astaire project also is in the works of Amazon Studios and Automatik, with Bell starring as the legend and Margaret Qualley playing Ginger Rogers. Academy Honorary Award winner Fred Astaire was a dancer, singer, choreographer, and television presenter. He is widely considered the greatest dancer in film history. His stage and subsequent film and television careers spanned a total of 76 years. 

Continue Reading

Lifestyle & Entertainment

HEMSWORTH SHARES FOOTAGE FROM ‘EXTRACTION 2’ PRAGUE SETS

Published

on

WASHINGTON: Hollywood star Chris Hemsworth has teased his return as mercenary Tyler Rake in the upcoming installment of ‘Extraction’.

As per The Hollywood Reporter, Hemsworth shared a short video via the Russo Brothers Instagram account, with a caption declaring that the action sequel is “coming in hot…or actually, freezing cold.” In a snowy location, Hemsworth appeared, slightly bloodied, on a train with stuntman-turned-director Sam Hargrave, who helmed the 2020 hit. “First day shooting on Extraction 2,” Hemsworth said in the video, adding that they are in Prague. “Two things are different from the last film. One: very very cold. Two: I’m alive. How? You’ll have to find out. Watch the movie. Stay tuned,” he added. ‘Extraction’ told the story of Rake, an Australian black market mercenary who is enlisted to rescue the kidnapped son of an international crime lord. Upon its release, the film was viewed on Netflix by an estimated 90 million households. The upcoming sequel has been penned by ‘Avengers: Endgame’ filmmaker Joe Russo.

Continue Reading

Lifestyle & Entertainment

SAMANTHA PRABHU’S NEW FILM ‘YASHODA’ BEGINS SHOOTING

Published

on

MUMBAI: Samantha’s new movie has been titled ‘Yashoda.’ The shooting of the project commenced on Monday with a puja ceremony. Sivalenka Krishna Prasad, who has produced films such as Aditya 369 and Sammohanam, is making ‘Yashoda’ under his Sridevi Movies banner.

Touted to be a new-age thriller, the film will be directed by director duo Hari and Harish. Samantha plays an author-backed role in ‘Yashoda.’ The film will release in Telugu, Tamil, Kannada, Malayalam, and Hindi.

Speaking at the shoot commencement event, Sivalenka Krishna Prasad said, “We all know that Samantha attained pan-India attention with ‘The Family Man 2.’ In accordance with her current image, we have conceived a thriller that caters to a wide section of the audience.”

The filming of ‘Yashoda’ is expected to be completed by March 2022. Still, more details about the cast, crew and the film’s release date will be announced soon by the makers.  On the work front, Samantha has ‘Shaakuntalam’ and ‘Kaathu Vaakula Rendu Kaadhal’ in her kitty.

Continue Reading

Lifestyle & Entertainment

WHAT’S A.R. RAHMAN’S ADVICE FOR HIS DAUGHTERS?

Published

on

NEW DELHI: There is no better feeling for parents to see their children growing up and working hard for their dreams. Music maestro A.R. Rahman could easily relate to this as his daughters Raheema Rahman and Khatija Rahman are proudly following his legacy.

Both Raheema and Khatija are musicians. They have even performed along with their father. Speaking about his talented daughters, A.R. Rahman told ANI, “They have the toughest mindsets. Anything they do, they feel like they have to be good enough…all these things come to their mind. So I keep telling them not to be worried about anything, just do it, just do the stuff and then you will have your own personality…God will bless you and nobody is going to compare them.” 

Continue Reading

Lifestyle & Entertainment

PADMINI’S RECREATION OF ‘YEH GALIYAN YEH CHAUBARA’ OUT NOW

Published

on

MUMBAI: Priyaank Sharma the brainchild of Dhamaka Records has released Padmini Kolhapure’s iconic song from Prem Rog, ‘Yeh Galiyan Yeh Chaubara’. The song is sung by the actress herself in her soulful voice and melodious tune. 

Earlier, Dhamaka Records had topped all the music charts and made headlines for their stellar song, Hum Hindustani, featuring 15 legendary artists including, Amitabh Bachchan, Lata Mangeshkar, Shraddha Kapoor, etc. Now Priyaank Sharma’s label has released the biggest heartwarming wedding anthem and it is sure they will yet again top all the music charts. 

Talking about the song Padmini Kolhapure says, “While working on this song, it took me back to the memories of shooting the song back in the day. It makes me so happy to feel that zest again and I’m elated to be able to recreate the iconic song once again!’ Priyaank Sharma on launch of the song said, “I wanted to recreate this song even before we started the label. This has been my mothers most special song for me and to get a chance to recreate it and release it on our label is more than special! A big big thank you to Saregama, we hope everyone gives as much love to it as they gave the original.”

Priyaank and Paras Mehta who launched their music label, Dhamaka Records say, “I wanted to recreate this song even before we started the label. This has been my mothers most special song for me and to get a chance to recreate it and release it on our label is more than special! A big big thank you to Saregama, we hope everyone gives as much love to it as they gave the original”, adding to this Paras says, “The iconic song and the legendary Padminiji is a win-win combo and makes it the perfect anthem for this wedding season. We are so thankful to Padmini ji for lending her soulful voice to the recreation.” The song features Aimee Misobbah and Amaira Bhatia and is out now on Dhamaka Records‘ YouTube channel.

Continue Reading

Lifestyle & Entertainment

SAIF BEGINS SHOOTING FOR 2ND SCHEDULE OF ‘VIKRAM VEDHA’

Published

on

NEW DELHI: After wrapping their first shoot schedule spanning 27 days in Abu Dhabi with Hrithik Roshan, the makers of ‘Vikram Vedha’ have begun the production of the film’s second shoot schedule with actor Saif Ali Khan in Lucknow. The news was confirmed by Indian film critic and trade analyst Taran Adarsh on his Instagram handle. “’VIKRAM VEDHA’: HRITHIK COMPLETES ABU DHABI SHOOT, SAIF BEGINS IN LUCKNOW… #VikramVedha concluded its first schedule spanning 27 days in #AbuDhabi with #HrithikRoshan… Second schedule has begun with #SaifAliKhan in #Lucknow… 30 Sept 2022 release.” The upcoming project is the Hindi remake of the 2017 Tamil film ‘Vikram Vedha’. The movie is being directed by the makers of the original film, Pushkar-Gayathri, and produced by Neeraj Pandey under his company Friday Filmworks in association with Reliance Entertainment and Y Not Studios.

Radhika Apte will also play a pivotal role in the movie slated to hit the screens on 30 September 2022. 

Continue Reading

Trending