Lucky Jewellery, a gem in Lucknow's crown, has undergone a tremendous transformation with e-commerce. From its humble beginnings as a neighborhood shop, Abhinav Midha has taken this long-standing family business skyrocketing into the e-commerce realm. His sales trajectory, soaring from a mere handful to over 2,000 orders daily, highlights a remarkable evolution. This exponential growth is a testament to his innovative approach, the brand’s exceptional craftsmanship, and the enduring appeal of their products.
Abhinav Midha, a young entrepreneur, handles Lucky Jewellery – a brand steeped in history and tradition. Their legacy can be traced back to the heart of Lucknow, Uttar Pradesh and has been passed down through generations.
Established shortly after India gained independence, the brand’s origins go all the way back to Abhinav’s great-grandfather. As Abhinav shares, “We were one of the first few brands that started and popularized the concept of fashion jewelry.”
From being sold on trains and streets by his great-grandfather, the brand evolved into one that has won awards and adorned the likes of Bollywood actors and Kathak maestros – leaving an indelible mark on the Indian jewelry landscape.
But that’s not where the journey ends. Embracing the e-commerce landscape with open hands, Abhinav Midha, at the young age of 32, has already witnessed the transformation of his family’s business from a small neighborhood shop into a thriving online empire.
A Legacy in the Making
Abhinav’s journey with Lucky Jewellery began at a tender age. “Whenever I was free, my mother would send me to the shop. I preferred going to the shop over playing with my friends,” he recalls. In those days, the shop’s 60-square-foot space was his world, and it was here that he developed a deep-rooted passion for the craft and the business.
With a BCA and an MBA under his belt, he ventured into the family business after gaining experience in the corporate world. As the digital age dawned, Lucky Jewellery found itself at a crossroads. But Abhinav was quick to grab the opportunity and boarded the fast-moving e-commerce bandwagon.
The transition wasn’t without its challenges. “We faced difficulties with the lack of local infrastructure and logistical hurdles. But it was a learning process,” he admits. Through the family’s unwavering support and Abhinav’s entrepreneurial spirit, they overcame each hurdle with determination.
In 2014, with Flipkart’s support, they made the pivotal decision to take Lucky Jewellery online. This marked a turning point, opening doors to new possibilities by bringing their craft to customers across India. “It’s one of the first brands in the fashion category to be featured from Lucknow on Flipkart,” shares Abhinav.
The Big Billion Days – A Turning Point
Lucky Jewellery’s journey in e-commerce took a transformative turn right in its first year, coinciding with Flipkart’s first-ever The Big Billion Days sale. “I still remember, I was having dinner when I checked the orders. First, they were in single digits, then double digits, then triple digits in the span of a few hours,” Abhinav recalls. The influx of orders was unprecedented and surprised him and his family.
“It was our first BBD, and we were completely out of stock. We never thought that all the shelves would be empty,” he shares. The demand was so intense that his entire family helped pack orders at home. Abhinav fondly recalls his late grandmother, 85 years old at the time, helping them out too. The team even faced shortages in packing materials and had to source them from Delhi.
The BBD sale was a testament to the brand’s popularity and the growing appetite for fashion jewelry by online shoppers. It propelled the brand to new heights, forcing them to scale up their operations, so much so that they soon hired around 20 workers for online orders.
“In 2016, we transitioned from our small 60 square feet shop to a new chapter with Flipkart. What started as a modest space has now grown into a 4-floor shop spanning 1,000 square feet, where we continue to carry forward our legacy while embracing new opportunities,” says Abhinav with unmistakable pride.
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