From Exhibition Tables to a Recognized Silver Jewellry Brand

When Risheika Jaini first came across Unhu, her brand Noorish was only six months old. It was not struggling, but it was not yet a brand either. It was a promising idea backed by exceptional design skills, heartfelt intention, and early traction through exhibitions and referrals.

What she needed was structure, positioning, clarity, and scale.

This is the story of how Noorish evolved from a small, exhibition-driven jewellery label into a high-credibility silver jewellery brand with repeat customers, national orders, and recognition across the founder ecosystem.

The Beginning: A Designer’s Vision

Noorish was not just another jewellery brand.It was deeply personal.

The name itself was an amalgamation of Noopur, Risheika’s mother, and Risheika, the founder. It represented both legacy and individuality.

With a strong background from NIFT, Risheika had already developed a distinct aesthetic language. Her collections focused on:

• 925 silver jewellery

• Moissanite diamonds

• 22-karat gold plating

• Elegant, camera-friendly designs

Her products were appreciated.But appreciation is not the same as brand recall.

At that stage:

• Sales were largely coming from exhibitions

• Orders were driven by family and personal referrals

• There was no strong positioning in the market

• Growth depended on the next exhibition, not a system

She did not just want sales.She wanted Noorish to become a recognizable brand.

The First Interaction with Unhu

Before the accelerator or the Emporium even existed, Risheika met Kshitij Doval, founder of Unhu. It was a simple interaction, but it set the direction for what came next.

It was not a pitch.It was not a sales meeting.It was a conversation about brands, positioning, and growth.

That interaction planted the seed.

Soon after, she became a part of the Unhu ecosystem, and her real journey began.

The Turning Point: Unhu Startup Emporium Launch

On 5 August 2025, the Unhu Startup Emporium was launched at Address One, one of the most premium locations on the way to Mussoorie, near Taj Hyatt.

It was a bold concept:

• A curated space of early-stage brands

• No centralized billing

• No founders present at the stalls

• A feedback-driven environment, not just a sales outlet

The goal was not only revenue.The goal was product-market fit, positioning, and customer insight.

Risheika understood this concept deeply.

She did not treat the Emporium as a retail counter.She treated it as a live customer research lab.

Day One: Immediate Validation

On the very first day of the Emporium opening:

• Noorish was placed among 15 other brands

• Footfall was still being tested

• The concept was new to the city

Yet, Noorish did over ₹50,000 in sales on Day 1.

This was not just revenue.It was validation.

It proved that the product had demand when placed in the right environment, with the right audience.

What Changed Inside the Accelerator

Once inside the Unhu ecosystem, Risheika went through:

• Structured workshops

• One-on-one sessions

• Thursday accountability calls

• Positioning and customer clarity exercises

The biggest shift was not in the jewellery.It was in the brand’s identity.

The Core Positioning That Emerged

Noorish became:

The ultimate silver jewellery brand for women who:

• Do not like imitation jewellery

• Cannot wear heavy gold all the time

• Are often in front of the camera

• Have refined, elegant taste

• Do not want to repeat the same jewellery constantly

This clarity changed everything:

• Product selection became sharper

• Collections became more intentional

• Visual merchandising improved

• Customer conversations became easier

• Repeat purchases increased

The brand finally had a clear voice.

Consistent Sales and Customer Love

From 5 August 2025 to early 2026, Noorish achieved:

• ₹4,00,000+ in sales from the Emporium alone

• High repeat purchase rates

• Regular customer referrals

• Women sharing photos and compliments received while wearing Noorish pieces

And this was only the Emporium performance.

Simultaneously:

• Exhibition sales improved

• Stall presentation became more premium

• Customer interaction became more confident and structured

• Brand storytelling became clearer

Founder Transformation: The Real Outcome

One of the most significant outcomes was not just the sales.

It was the transformation of Risheika as an entrepreneur.

Before Unhu:

• Designer-first mindset

• Sales through exhibitions

• Limited strategic clarity

After months inside the ecosystem:

• Clear brand positioning

• Better financial thinking

• Improved merchandising decisions

• Stronger customer understanding

• Long-term vision for scale

It is important to acknowledge that none of this would have happened without Risheika’s own seriousness and execution. Unhu provided the guidance, structure, and ecosystem, but the speed at which the brand evolved came from her discipline, decision-making, and willingness to implement.

Her business acumen developed rapidly, showing clear potential and promise to scale.

She evolved from a talented designer with a brand idea into a founder building a serious, scalable jewellery business.

Recognition at Unhu Founders Conclave 2025

At the Unhu Founders Conclave 2025 in December, in front of hundreds of founders from Dehradun:

• Noorish was awarded Brand of the Year

It was not just an award.It was public validation of her journey.

Within a year, Noorish had moved from a small exhibition-driven label to:

• A recognized brand inside the founder ecosystem

• A high-credibility silver jewellery label

• A brand receiving orders from across India

Where Noorish Stands Today

Today, Noorish is:

• A trusted silver jewellery brand

• Known for elegant, camera-friendly pieces

• Backed by strong repeat customers

• Growing beyond Dehradun into pan-India markets

• Still at an early stage, but with clear ambition and direction

The long-term vision is simple and powerful:

To become the go-to silver jewellery brand with strong market dominance.

More importantly, Noorish is a brand to watch closely.It carries the signs of a highly fundable and scalable brand in the making.

What This Case Study Really Shows

Noorish did not scale because of:

• Heavy discounts

• Aggressive ads

• Viral reels

• Random exhibitions

It scaled because of:

1. Clear brand positioning

2. Real customer feedback from the Emporium

3. Structured accountability inside the accelerator

4. Strong founder execution

5. Consistent, disciplined growth

A Note from Unhu

At Unhu, we do not just support brands.We back founders with intent.

Risheika represents everything we look for:

• Determination

• Design excellence

• Humility to learn

• Strong execution

• Long-term vision

We are proud to have been a part of Noorish’s journey and remain committed to helping the brand scale to even greater heights.

This is a brand most certainly worth watching in the coming years.