Total Retail Talks How DTC Jewelry Brand Angara's Vertically Integrated Model Delivers Speed and Customization
Mar 17, 2025
Ankur Daga, the Co-founder and CEO of Angara, shares his journey in the jewelry industry and the founding of his innovative brand specializing in lab-grown diamonds. He discusses how Angara's vertically integrated model allows for rapid customization, tapping into consumer demand for personalized jewelry. The conversation highlights the shift towards online shopping, the challenges faced by physical retailers, and growth strategies for international expansion by 2025. With a focus on technology like AI, Daga emphasizes the evolving landscape of jewelry in the digital age.
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Family History and Career Path
- Ankur Daga's family has a long history in the jewelry business, spanning wholesaling and supplying royalty.
- Despite initially pursuing different careers, Daga's experience turning around a jewelry retailer at McKinsey sparked his interest in the industry.
Expanding Customer Choice
- Angara aimed to address the limited choices offered by traditional jewelers like Tiffany by leveraging the internet's vast inventory potential.
- This approach allowed Angara to offer a wider selection of gemstones and price points, catering to diverse customer preferences.
Customization is Key
- Only 20% of Angara's customers purchase the initial design they view, highlighting the importance of customization.
- 80% of customers modify designs, adjusting gemstone size, quality, metal, and other features to match their vision and budget.