Nykaa Fashion shakes hand over acquisition deal with jewellery retailer, Pipa Bella

Nykaa Fashion, Nykaa's fashion e-commerce website, confirmed the purchase of online jewellery company Pipa Bella on Monday.

Nykaa Fashion hopes to widen its jewellery segment with the acquirement of Pipa Bella by offering more options for fashion jewellery and accessories and increasing its capability to cater to the high rise in demand for jewellery.

Adwaita Nayar the Chief Executive of Nykaa Fashion said, "We have seen a rising trend of personalised minimalistic and premium fashion accessories in the Indian market. At Nykaa Fashion, we strive to bring the best quality and variety of such products to meet the demand of the audience."

Nykaa Fashion took to its Instagram handle to announce the news to its customers and followers.

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According to a statement released, Pipa Bella will continue to offer its services on its own website and also extend this functionality as a consumer brand under the Nykaa Fashion portfolio.

Pipa Bella has over 1,500 different styles of jewellery and caters to a customer base comprising of urban women aged 22 to 35. Its customers can choose from a range of custom-made and ready-to-wear fashion jewellery from the brand.

Shuchi Pandya, the founder of Pipa Bella said of the acquisition deal, “Pipa Bella has always been a customer-centric brand, focusing on premium design at reasonable prices. It has found strong synergies with Nykaa Fashion’s positioning within the ecommerce fashion landscape and its manner of engagement with its wide network of customers around the country,” she further quipped on the benefits of the deal, “This association will allow Pipa Bella to reach a larger customer base and leverage the massive number of users visiting Nykaa Fashion every month."

The statement went on to say Nykaa Fashion's merchandise range was recently bolstered by the acquisition of the iconic brand Twenty Dresses. Nykaa Fashion also hopes to use this purchase to better organise the cluttered jewellery industry in order to achieve product excellence and quality assurance.