Ruban's Jewelry Marketing Strategy for Crafting Timeless Success in the Luxury Market

Brand Overview

As a fellow woman entrepreneur (Import Export Business) stepping into the world of digital marketing, I’ve always been drawn to stories where hustle meets vision. And few brands encapsulate that like Rubans. Imagine a 22-year-old Chinu Kala, a Miss India finalist, setting up a tiny kiosk in a Bengaluru mall.

That kiosk was Rubans’ humble beginning in 2014. Today, it is an omnichannel force, own D2C (Direct-to-Consumer) website, flagship stores in Bengaluru, Kochi, and Hyderabad, and a presence on Myntra, Flipkart, and Amazon.

Each piece, kundan earrings, statement necklaces, bridal bangles is designed in-house, boasting over 80% original patterns. Prices feel premium but stay under ₹1,500.

Chinu’s journey; from pageant stages to Shark Tank India to Cannes red carpets, became the brand’s heartbeat. Her Cannes appearance wasn’t a photo op; it was a strategic move to position Rubans as an international aspirational label.

The Myntra Style Icon Award then validated that story at home, solidifying Rubans’ status among India’s top fashion accessories. we’re looking at a homegrown brand that’s knocking on international doors.

Rubans also expanded its product line to include silver jewelry (Rubans 925) and an economical accessory line (Atara).

Rubans’ mission: democratize luxury, merge digital convenience with tactile discovery, and keep the brand’s soul intact while scaling rapidly.

Reinventing Fashion Jewellery for the Modern Indian Woman

Rubans set out to change how India sees fashion jewellery. In a market split between traditional gold and low-quality imitation, they introduced a new category: high-quality, trend-led accessories that look premium but stay affordable.

Their biggest hurdle was perception. Competing on crowded platforms like Myntra, where price wars and low loyalty rule, Rubans had to prove their products weren’t just “jewellery”, they were expressions of personal style. Winning trust became as important as driving sales.

They also faced platform dependency. Selling mostly through marketplaces meant limited control over branding and customer data. That’s why Rubans is now shifting strategically toward a D2C (Direct-to-Consumer) model, to own the full customer journey and build lasting loyalty.

Foot traffic at their physical kiosks decreased as mobile commerce grew. The difficulty? The sensory delight of trying on jewelry, sparkle, weight, fit, and online can be preserved. Rubans is addressing this by creating an omnichannel ecosystem that combines offline experiences, such as app browsing and in-store trials, with online convenience.

Additionally, they are turning PR stunts, Cannes honors, Myntra Awards, and Shark Tank deals into enduring brand equity. These headlines aren't unique. They serve as trust signals that support Rubans' status as a contemporary fashion movement as well as a jewelry brand.

Marketing Channels & Performance

Rubans’ ecosystem spans digital and physical:

• SEO (Search Engine Optimization): The site ranks for “statement earrings” and “bridal jewelry online,” but it lacks a content hub. Without a regular blog or backlinks, it misses out on long-tail search opportunities like “how to style kundan earrings” 
• SEM (Search Engine Marketing): Strategic Google Shopping and Search ads during Diwali, wedding seasons, and Eid attract high-intent shoppers. However, the pages users land on need stronger brand storytelling to lower bounce rates
• Social Media: The brand has 222K followers on Instagram, but inconsistent posting and average visuals hinder engagement. Even with Chinu’s Cannes moment and Myntra win, there are no multi-week campaigns or themed series to capitalize on these achievements
• Email & SMS Marketing: Current promotional blasts lack personalization. There is no lifecycle automation, such as welcome series, abandoned cart reminders, or exclusive birthday offers, which means potential retention is being overlooked
• Influencer Marketing: Trials with effective micro-influencers generate authentic reviews, but there is no unified ambassador program, consistent hashtags, or user-generated content amplification
• Offline Retail: Mall kiosks and pop-ups in key cities align inventory with online platforms, providing QR-code cross-sell opportunities. These spaces are underused for styling workshops or local influencer events

Rubans Marketing Strategy: A Sharp Mix of Integration, Storytelling, and Smart Targeting

• Rubans has created a well-connected omnichannel system where inventory syncs across its D2C website, Myntra store, and physical kiosks
• This setup ensures that a popular jhumka sold online won’t accidentally run out in-store. Pricing remains steady, no matter where customers shop
• They have cleverly incorporated brand moments, like founder Chinu Kala’s Cannes red carpet appearance and their Myntra Style Icon award, into strong content themes
• Blog posts and LinkedIn updates tell Chinu’s Cannes story. Social ads highlight the “award-winning” label to quickly build credibility
• However, not everything works well. Instagram posts are often inconsistent, with some lacking calls to action
• Pinterest looks appealing but doesn’t drive conversions. To address this, the team has timed seasonal launches with festivals, sharing engaging reels, polls, and product drops
• Rubans allocates 60% of its marketing budget to paid ads, primarily on Instagram and Facebook, and 40% to organic efforts
• A/B testing evaluates close-up product shots against lifestyle visuals, while Google Analytics 4 helps track ROAS and LTV:CAC to adjust targeting each week
• CRM automations, such as birthday offers and cart reminders, have raised email open rates by 25%. The messaging remains clear: 80% original designs, artisan-crafted, made for every story

Results & Impact

Rubans' strategy is effective, and the results show it. In just one year, revenue increased from ₹35 crore in FY2022 to ₹65 crore in FY2023, a 114% rise. They have sold over 2 million pieces of jewelry across platforms and built a loyal customer base. Repeat orders are up, especially after they launched 4-hour delivery in Bengaluru, which boosted reorders by 32%.

Their feature on Shark Tank India attracted significant attention. Rubans secured ₹1.5 crore in funding at a ₹100 crore valuation. More than just the money, the episode made the brand more relatable. Founder Chinu Kala’s story resonated with viewers, leading to increased search trends, brand mentions, and website traffic.

Recognition came soon after. The Myntra Style Icon Award caused a 40% sales spike in just one week. Social media impressions surpassed 1.5 million in 2024. Average customer ratings across marketplaces remain strong at over 4.5.

Internationally, Chinu’s debut at Cannes opened new opportunities. Media coverage in Southeast Asia and the Middle East introduced Rubans to new audiences and set the stage for global growth.

What makes this all work? A combination of effective storytelling, strong operations, and a founder-led brand that feels both aspirational and genuine.

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What Worked And Why 

Rubans didn’t just create a brand; it built belief. At the center of it is Chinu Kala’s story. From a mall kiosk to the Cannes red carpet, her journey gave Rubans a genuine face. It wasn’t just jewellery; it showed that ambition could shine through every piece.

Rubans also excelled in speed. Fast-fashion thrives on novelty, and Rubans delivered by releasing new designs regularly to keep up with trends. Their omnichannel model ensured customers never saw "out of stock" across platforms, and prices stayed the same whether shopping online or at a kiosk.

Instead of spending heavily on celebrity endorsements, Rubans focused on grassroots efforts. Micro-influencers showcased real product trials, adding authenticity while keeping costs low and conversions high.

One standout move was the 4-hour delivery promise in Bengaluru. This went beyond speed; it showed commitment and turned impulse shoppers into loyal customers.

Add in the Cannes spotlight, the Myntra Award, and a Shark Tank feature, and suddenly Rubans became more than just a direct-to-consumer brand - it became a cultural moment.

What really worked? A founder-led story, quick design cycles, authentic promotion, and operational excellence, all woven into a premium yet relatable brand experience.

What Didn’t Work And Why

Rubans has the momentum, but there are clear blind spots hindering the brand's growth.

On Instagram, while the visuals are solid, the feed lacks a distinct voice. It feels like a product catalog instead of a community. There's no narrative to convey the emotion behind the collections, and no storytelling to deepen connection. A strong editorial voice could link posts to the brand’s identity, making it more than just “nice jewelry.”

Secondly, on YouTube a design-led brand, video is crucial. Think styling tutorials, behind-the-scenes footage from shoots, care tips, and founder stories. YouTube SEO can create steady, long-term traffic, but Rubans hasn’t utilized it.

Third, content marketing. There’s no educational blog or SEO-driven content on the D2C site. Topics like “How to Style Statement Earrings” or “Jewelry for Your Face Shape” could generate organic traffic and enhance brand authority.

Fourth, SMS and CRM. Current campaigns are broad and untargeted. Birthday discounts are great, but segmenting by style preference or purchase history could dramatically improve conversions.

Finally, regional content is missing. Without local-language ads or region-specific campaigns, Rubans risks stagnating in Tier 2 and Tier 3 cities, where real D2C growth is occurring.

These issues are not hard to fix, but they need attention.

IIDE Student Recommendations for Rubans

Rubans has momentum, but to maintain and grow it, the next steps require smarter content, deeper personalization, localized reach, and sharper execution.

1. Build a Content Engine Backed by SEO 

• A blog isn’t optional - it’s a traffic magnet. Rubans should create a content hub with helpful tutorials like “How to Style Kundan Earrings” and “Behind the Cannes Red Carpet Look"
• Include schema markup, internal links to bestsellers, and backlinks from fashion editors
• This will boost long-tail organic discovery and strengthen domain authority

2. Smarter CRM & Loyalty

• Automated, behavior-triggered email and SMS campaigns are essential now
• Welcome journeys, nudges for overlooked products, and personalized style tips should be the norm
• Rubans should categorize users by design preferences, order value, and frequency
• Add a tiered loyalty program with Silver, Gold, and Diamond levels, offering perks like early access and birthday specials to enhance engagement

3. Fix Instagram with Structure 

• Rubans’ feed needs a consistent voice
• A weekly calendar with themes like #RubansDesignDiary, #StyledByChinu, and #CustomerSpotlight will create rhythm
• Use Stories for polls, countdowns, and shoppable tags, and archive them into curated highlight reels for lasting impact

4. Go All-In on YouTube 

• Currently, Rubans is absent on a platform where jewelry thrives
• Three content streams should anchor the YouTube effort: Styling Tips, Artisan Stories, and Chinu’s Journey
• Optimize each video with relevant keywords for long-term discovery
• YouTube SEO builds over time; missing this opportunity limits growth

5. Localize to Win Tier 2 & 3 Cities 

• Expanding in Bharat requires storytelling that resonates locally
• Rubans must implement multilingual ads in Hindi, Tamil, Telugu, and Bengali
• Partner with regional micro-influencers and initiate geo-targeted pop-ups around festivals like Diwali or Pongal
• These not only drive sales but also build trust

6. Upgrade Tech Experience 

• Integrate AR-based virtual try-ons in the app and website to recreate the “touch and feel” of jewelry
• Add AI chatbots that suggest matching accessories, provide care tips, and even narrate the Cannes story, turning service into storytelling
• Speed up the site with lazy loading and optimized images to meet Google’s Core Web Vitals

7. Sharpen Conversion Funnels 

• Introduce one-click checkouts, social logins, and options for guest purchases to reduce cart abandonment
• Abandoned cart reminders should feature dynamic product suggestions and time-sensitive discounts to create urgency

8. Own the Narrative Through Interactive Video 

• Use behind-the-scenes reels to highlight artisans
• Host live shopping sessions on Instagram and Facebook with Chinu or stylists to encourage real-time impulse buys
• Let the brand’s craftsmanship and emotion shine in video

9. Refine Paid Media with Data 

• Rubans should adjust budgets weekly based on LTV:CAC ratios
• Focus on high-performing audience segments and broaden lookalike audiences using Meta AI
• A Customer Data Platform integrated with GA4 will help track the true impact of campaigns like Shark Tank or Cannes across channels and revenue

Bottom line

Rubans has laid a strong foundation. Now it’s time to advance. By combining valuable content, personalized experiences, regional outreach, and smart media strategies, Rubans can transition from a rising D2C brand to the leading name in Indian fashion jewelry, both online and offline, and globally.