How Shreya Vora expanded her jewellery business with Amazon Global Selling

Taking Indian traditional jewellery to the world with her brand Aheli, Shreya Vora shares the successful journey of
her export business from India with Amazon Global Selling.
Aheli's jewellery collection
Aheli's jewellery collection
A mix of contemporary yet traditional and chic - this perfectly describes Aheli, an Indian ethnic jewellery brand that has captured a loyal audience base in the Amazon international marketplaces. The story of Aheli is something that resonates with many Indian sellers who first started their journey on Amazon India before expanding globally.

A six-year-old jewellery brand, Peora (sister company), was trying to recover from the hard-hit global recession in 2012 when founder Shreya Vora decided to make the most of the growing e-commerce trade. That’s when Peora joined Amazon India and attracted hundreds of Indian customers. But that was just the beginning! While the jewellery brand wanted to expand globally, the first step was to take a couple of years to gather a thorough understanding of e-commerce trade and dabble with various styles of jewellery on Amazon India, at the same time. This eventually helped Shreya and her team find a brand identity that was aligned with their sense of aesthetic and resonated well with their customers.
Our bets paid off and we have been achieving a robust 50% Y-o-Y growth over the last three years, and have quickly become a top-selling Indian jewellery brand on Amazon.
Shreya VoraFounder, Aheli
Shreya Vora, founder of Aheli
Shreya Vora, founder of Aheli

Global expansion

With her existing e-commerce experience, Shreya became an Amazon global seller in 2015 and took her business to Amazon USA under the brand name Aheli. Soon, the brand caught the attention of millions of global customers who loved the bright and beautiful ethnic accessories from India. With increased sales, especially during Amazon's international sale events, Aheli saw a Year-on-Year growth of 182% in North America (USA, Canada and Mexico) alone.

The brand's aim was to offer the latest trends in Indian jewellery to global audience at competitive yet affordable prices. While it was Aheli’s first venture into the global markets, Amazon Global Selling provided the support it needed and continues to be their key export partner ever since.
Aheli's jewellery collection
All that glitters: A sneak-peek of Aheli's jewellery collection

Soaring high

With a strong team of 25 individuals, a majority of who are women, Aheli soon expanded to 120 branches across both retail and e-commerce platforms, along with a thriving global presence – all of it complemented by Amazon Global Selling’s assistance. After a successful stint on Amazon USA, Aheli expanded to UK in the same year. By 2020, the brand was established on the Amazon global marketplaces of Germany, France, Italy, Spain, UAE and Singapore. Shipping to so many countries isn't easy, but Shreya didn't have to worry about that after she signed up with Fulfillment by Amazon (FBA). Amazon handled her shipping, delivery, customer service and returns across the world.

While global markets gave Aheli a larger customer base for Indian jewellery, Amazon Global Selling provided a reliable and scalable platform to grow and expand their footprint. “Our focus on quality has enabled us to garner thousands of positive product reviews from Amazon customers around the world, and maintain a 4.7 star average rating,” says Shreya. For Aheli, this is just the beginning of their journey with Amazon, which will continue to be an important part of their e-commerce growth strategy.

From local to global

As an Amazon global seller, Shreya’s jewellery brand saw a steady growth in demand from international customers. The brand also benefitted from Amazon’s advertising and logistics tools that helped the export business scale higher.

Thousands of Indian sellers like Shreya have made their mark under the jewellery category worldwide. They truly went from local to global. Here’s why you should become an Amazon global seller:
Worldwide access

Worldwide access

The dream of any entrepreneur is to put his business on the world map. This is possible with Amazon Global Selling. Why limit to India when sellers like you can expand to 200+ countries and territories across the world and reach 150 million+ Amazon Prime international customers?
Sell on amazon international marketplaces

Year-round demand

Many times, the products of Amazon sellers might be in demand only during a particular season in India. For instance, a seller manufacturing sweaters will see demand for his products between October to January in India. However, with Amazon Global Selling, the same product will be in demand during winters for other countries like Australia (June to August).
Amazon FBA

Hassle-free international shipping

Shipping and delivering international orders has become hassle-free with Fulfillment By Amazon (FBA). Under this program, Amazon will pick up your product and hand it over to your customer, easing out the complications concerning logistics. However, you can choose to ship interational orders by yourselves also.
Amazon advertising

Easy advertising

Amazon’s advertising solutions create new ways for sellers like you to reach eshoppers, regardless of whether they’re just starting to compare products or ready to make a purchase. Ads show up right where customers will see them (like the first page of search results or product detail pages). You can advertise your products using various mediums such as sponsored ads, coupons, offers, and discounts.
Service Provider Networks

Service Provider Network

Amazon has identified a group of trusted third party service providers who can assist you to speed up your global selling journey through their expertise. From a network of service providers, you can select one of your choice. From shooting great images of your products to transporting them to Amazon fulfillment centers, our service providers will assist you with every step of selling online.
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Published on May 5th, 2021.
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*Map not to scale. The map has been used for design and representational purpose only, it does not depict the geographical boundaries of the country. These do not conform to the external boundaries of India recognized by the Survey of India.

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