How a Spiritual Practice Evolved into a Power Symbol Brand

When Ishita Arora first entered the Unhu ecosystem, she was not building a focused product brand. She was primarily known as a healer, deeply involved in numerology, astrology, and spiritual consultations. Her business revolved around her practice, and the products she offered were complementary to her sessions.

This is the story of how one focused decision, strong execution by the founder, and sharp market feedback transformed a scattered product lineup into Pyrel - a powerful, identity-driven jewellery brand built around pyrite.

The Starting Point: A Healer with Multiple Products

Ishita was introduced to the ecosystem through a referral from Kunal, a member of the Unhu community. She met Kshitij Doval, founder of Unhu, and shared what she had been working on.

At that time, her offerings included:

• Bathing salts

• Essential oils

• Spiritual beads

• Healing stones

• Multiple small product lines

The business was not product-focused.It was an extension of her healing practice.

But during discussions, one product stood out clearly.

Pyrite.

Spotting the Opportunity: The Rise of Pyrite

Across India, pyrite had slowly started gaining attention. People were increasingly associating it with:

• Wealth

• Prosperity

• Opportunity

• Success energy

The insight was simple but powerful:

Instead of managing multiple small products, Ishita was advised to focus entirely on pyrite and build a brand around it.

The second strategic suggestion was critical:

Combine pyrite with certified 925 silverto increase perceived value, credibility, and premium appeal.

This was the moment when a focused brand idea was born.

The First Version of the Brand: Mineral World

The initial name chosen was Mineral World.

The brand launched with:

• Pyrite-based jewellery

• A focus on spiritual significance

• Early collections, mostly for women

The reception was decent.Sales were happening, but they were average.

Much of the traction was driven by:

• Ishita’s personal relationships

• Her credibility as a healer

• Direct conversations with customers

The product had promise, but the brand had not yet found its strongest market.

The Key Shift: When Men Started Buying

As feedback from customers started coming in, an interesting pattern emerged.

Men were increasingly drawn to the product, not just for spiritual reasons, but for what it symbolized:

• Power

• Status

• Wealth

• Opportunity

This insight changed the direction of the brand.

Ishita took the feedback seriously and acted on it aggressively.

Despite not coming from a design background:

• She worked closely with vendors

• Built strong designer collaborations

• Improved product quality and finishes

• Focused on designs more suitable for men

The result was immediate.

Her bracelets and rings for men started outperforming other categories.

That was the turning point.

From Spiritual Product to Status Symbol

Initially, the communication around pyrite was heavily spiritual.

But as more customers started wearing it, a new narrative emerged organically.

Pyrel was no longer just:

• A spiritual stone

• A healing accessory

It became:

A jewellery piece backed by spiritual intelligence.

People started associating it with:

• Ambition

• Confidence

• Opportunity

• Success

Owning a Pyrel piece slowly became part of a person’s identity.

It started signaling:

“This is someone who does not miss opportunities.”

The Rebranding: From Mineral World to Pyrel

As the brand matured, another issue became clear.

The name “Mineral World” lacked emotional and premium appeal.

It sounded:

• Generic

• Industrial

• Like a bulk supplier

• Almost like something from a marketplace listing

To build a real brand, the identity had to evolve.

That is when the name Pyrel was born.

Along with the new name:

• A sleek, luxury-oriented logo was created

• The visual identity became more premium

• The brand started feeling aspirational, not just spiritual

The response was immediate.

Customers resonated with the new positioning.

Stories That Strengthened the Brand

As more people started wearing Pyrel, stories began to emerge.

One customer, while on a business trip to China, wore his Pyrel ring during meetings with international partners.

• His clients were fascinated by the ring

• They repeatedly asked about it

• It became a conversation starter

That engagement helped him build stronger rapport, and he eventually closed the deal.

Stories like these started spreading organically.

Customers didn’t just wear Pyrel.They talked about it.

Another strong signal of the brand’s impact came from within the ecosystem itself.Kshitij Doval, founder of Unhu, is often seen wearing a Pyrel bracelet on his wrist. Over time, that piece became more than jewellery. It became a personal symbol of growth, confidence, and opportunity, and it coincided with a phase where Unhu itself started scaling as an organisation.

Founder-Led Execution: The Real Reason Behind Growth

One of the biggest reasons Pyrel started gaining traction was Ishita’s execution.

She:

• Took feedback seriously

• Acted quickly on design insights

• Built better vendor relationships

• Improved product quality

• Started offering customized pieces

• Created designs aligned with customer identity

Unhu provided direction and positioning support, but the actual scale came from Ishita’s speed of implementation.

Without her consistent effort, the brand would not have evolved at this pace.

Sales Performance and Market Response

From the time Pyrel became part of the Unhu Startup Emporium:

• The brand clocked over ₹3,00,000 in sales from the Emporium alone

• Repeat orders increased steadily

• Referrals became a major growth driver

• Custom orders started coming in

And these numbers only reflect Emporium sales.

Outside the Emporium:

• Direct sales

• Referrals

• Personalized orders

…contributed even more to overall growth.

How Pyrel Is Perceived Today

Today, Pyrel is not just seen as jewellery.

It is seen as:

• A symbol of ambition

• A sign of prosperity

• A marker of personal growth

• A statement of identity

People who wear Pyrel are often perceived as:

• Driven

• Opportunity-focused

• Wealth-conscious

• Forward-looking individuals

In fact, the brand has grown so strongly that other players have started trying to replicate the concept.

But Pyrel holds a strong first-mover advantage:

It was the first brand to combine pyrite with certified 925 silver and turn it into a status symbol.

What This Case Study Really Shows

Pyrel did not grow because of:

• A large product catalogue

• Random spiritual merchandise

• Mass discounts

It grew because of:

1. A single, sharp product focus

2. Clear identity-driven positioning

3. Strong founder execution

4. Continuous customer feedback loops

5. Fast design iteration

A Note from Unhu

At Unhu, we believe guidance alone does not build brands.

Founders do.

Pyrel exists in its current form because Ishita:

• Listened to the market

• Adapted quickly

• Focused on a single opportunity

• Executed relentlessly

We are proud to be associated with Pyrel, a brand that has:

• A clear market

• Strong identity

• Organic storytelling

• High repeat potential

It is one of those rare brands that does not just sell a product.

It sells a belief, a signal, and a story.