Idea Brief

D’Ana Jewels is a handmade jewellery brand from Nagaland. With a humble beginning of selling 20-30 odd pieces, they currently sell hundreds in a month. Their sub-brand ‘Zest’ comprises of pure copper and brass jewellery, made with traditional Indian jewellery making techniques.

Start-up Idea

D’Ana Jewels is a handmade jewellery brand from Nagaland that was started in 2013 by two passionate women, Dayana and Elika. As Dayana moved abroad, Elika took over the business from 2015 and extended D’Ana products to stores in Nagaland, and slowly to other parts of North-East India and also launched their products online on Instamojo in 2019.

With a humble beginning of selling 20-30 odd pieces, to currently selling hundreds in a month, their story is worth telling. 

Their sub-brand ‘Zest’ was launched in 2018, which comprises of pure copper and brass jewellery, made with traditional Indian jewellery making techniques. They are currently selling their products on a third-party website and wish to have their e-commerce website very soon. With the deep interest shown by international followers, D’Ana Jewels also want to cater to global clients in the future.

Team: 

Elika Awomi, Proprietor

Four women artisans assist her in jewellery making and other operational activities.