Vermeil jewellery brand Trisu raises funding led by All In Capital, others

Gurugram-based vermeil jewellery brand Trisu has raised funding in a pre-seed funding round led by early-stage venture capital firm All In Capital, with participation from JK Tyres, Amaanta Group, and angel investors such as Himanshu Aggarwal and Sumer Sethi. 

While the exact amount of the investment remains undisclosed, the startup plans to use the raised capital to enhance customer acquisition, drive product innovation, and support market expansion.

What does Trisu do?

Founded in 2023 by Saloni Chopra, Trisu specializes in vermeil jewelry, featuring 18-karat gold plating that is five times thicker than standard gold plating and uses silver as its base metal.

The startup, which has a manufacturing unit in Jaipur, aims to offer high-quality, long-lasting, and affordable alternatives to traditional gold jewellery in India. It particularly targets customers aged 30-60 who seek premium jewellery at a more accessible price point. 

“Our goal is to become the top gold alternative and capture 10% of the everyday gold jewellery market by 2034,” said Chopra.

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Product offering and growth

Trisu’s unique selling proposition is its vermeil jewelry, which offers the look and feel of solid gold at a fraction of the price. 

The startup said that its chains are currently its highest-selling product, followed by necklaces and bracelets. It claims to have achieved 24 times growth within the first eight months of its operations, gaining more than 5,000 active customers. 

Aiming to generate $1 million monthly revenue

Trisu plans to generate $1 million (over Rs 8 crore) in monthly recurring revenue by 2025. Additionally, the startup aims to open 10 shop-in-shops and five exclusive outlets by December 2026.

Trisu’s expansion strategy also includes increasing its presence across various online marketplaces, including quick commerce platforms, by the end of this year. 

"Saloni makes for a great Founder-Market-fit for this category, given her earlier stints. Building a brand for the female TG (target group) needs customer centricity flowing top down in an organization, and Saloni fulfills that perfectly," said Aditya Singh, Co-founder of All In Capital.