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She Isn't Selling Jewellery. She's Selling the Whole Look, and Women Come Back for It.
- Jul 1
- 3 min read
In a category where people buy once and forget the brand, Amita Roy spent Q2 proving that INHANSS is becoming a brand women choose again.
The metric most jewellery brands struggle to build
Jewellery is often treated as an impulse-led category. Someone sees a piece, buys it, and may not immediately remember the brand behind it. Repeat purchase, the quiet engine of every durable consumer business, is notoriously hard to build when the product itself invites a one-time buy. Amita Roy, founder of the Noida-based looks-first jewellery and fashion brand INHANSS, understands what it takes to be returned to, having rebuilt herself once through this brand before asking customers to keep coming back to it. Her case for recognition this quarter is not simply that INHANSS sold more. It is that people chose it again, and then again.
INHANSS is not built around jewellery as isolated accessories. Its product language is centred on complete looks, colour variants, coordinated sets, saree-led styling, and repeat-wear pieces that help women refresh an outfit without rebuilding their wardrobe.
A recognition journey, not a one-time moment
Over the last year, Roy's recognition journey has mirrored the brand's business journey, from Comeback Story of the Year in Dec 2025 , Market Leader in Market Capture in April 2026 & Omni Channel Brand Execution Award in May 2026. Each stage tracked a real shift in how INHANSS operated, not a one-time moment of visibility. Q2 is the next rung: the quarter execution turned into measurable, channel-led proof.
“INHANSS is not repeating the same story. It is compounding from market capture to omnichannel execution to omnichannel proof.”
The quarter in numbers
In Q2 to 24 June, the numbers show revenue growth of roughly 104% and order-volume growth of roughly 208% versus Q1. And it was not down to one large deal: even after excluding the B2B/offline invoice, operational revenue was still around 40% above Q1.
Presence became productivity
Of more than 12 listed channels, 7 or more actively generated revenue in Q2 across website, marketplaces, Unhu, WhatsApp, exhibitions, and offline retail. The channel story became clearest where it cost nothing: on Myntra, INHANSS scaled roughly 15x from March to late June, with zero external ad spend and a maintained 5.0 rating.
The proof that matters most: they came back
A repeat customer is not a data point. In jewellery, she is a woman who tried a brand once, kept the box, and came back on purpose. Holding a fifth to a third of buyers is the real brand-building signal in this category, and the returning-customer rate stayed in the 20 to 30% range, averaging about 24.5% over six months. The operational quality held as volume climbed: return-to-origin rates improved nearly 39% across Q2 checkpoints to 4.32%, website RTO fell below 1%, COD cancellations dropped about 27.6%, and average order value held steady even as volume climbed.
Offline, from invoice to storefront
Retail moved off the whiteboard too. An invoice-backed B2B/offline retail order anchored the push, and a Toscee outlet in Noida soft-launched in June and has begun selling. A third placement, at Forum Mall in Kolkata, is at an advanced stage for an expected August 2026 launch, turning offline from a single validation point into a repeatable path.
Mentorship, and the ecosystem she feeds
Roy credits mentorship as a consistent thread, citing Kshitij Doval's guidance in reframing distribution as a primary growth lever, the shift she connects to moving from one or two platforms to more than twelve. She contributes back as Captain of Media in Dehradun and Director of Growth in Delhi, with eight founder spotlights delivered in Q2 and referrals who joined Inner Circle and attended Founders Insider sessions. Beyond Unhu, she was chosen as one of six speakers from 90 applicants at the Fashion Business Summit in Goa, within a community of more than 18,000 women and before 550 attendees, and received the Falcon Warrior Award.
Key Takeaways
— Loyalty in a disloyal category: a 20 to 30% returning-customer rate in jewellery, where repeat buying is rare.
— Growth beyond one deal: excluding the B2B/offline invoice, Q2 operational revenue still ran about 40% above Q1.
— Presence became productivity: 7 or more of 12+ channels generated active revenue, with Myntra up roughly 15x on zero ad spend.
— Offline turned repeatable: an invoice-backed B2B order and a live Noida outlet, with Kolkata next.
— Growth with contribution: two Unhu roles, eight founder spotlights, and recognition in an 18,000-strong founder community.
Anyone can appear on every channel. Few can build something people return to on purpose. In a business made of single glances, Amita Roy is building a brand women remember, and the numbers say it is working. What they cannot fully capture is what it means to be chosen twice.
~Editor Shobhit Mehandiratta
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