Aniqas
A fine-jewellery brand entering demi-fine, with a Vogue-grade store built for international buyers.
Arth Soni was moving his brand, Aniqas, from fine jewellery into demi-fine: unique, high-quality designs at competitive prices, sold to buyers in India and the USA.
The problem was the website. It looked outdated, and in demi-fine that’s fatal. This is a category sold on aesthetic and aspiration, where a customer decides whether a brand is worth buying largely on how it presents itself. The old site didn’t reflect the quality of the product, so it chipped away at trust and, with it, sales. A brand with genuinely good designs was being judged by a website that made it look like less.
We built Aniqas a highly premium, editorial store, the kind of website that feels closer to Vogue or Apple than a standard jewellery shop.
The goal wasn’t just a better-looking site. It was to make the brand’s online presence finally match the quality of what it sells, and to give a demi-fine brand the premium, aspirational face the category runs on.
For demi-fine, the presentation is the product. The store is built to look and feel genuinely premium, so the brand reads as desirable and trustworthy the moment someone lands, with the design doing the credibility-building the old site was losing.
With a strong US audience alongside India, the store serves international clients properly, presenting the brand at a standard that holds up in the markets Aniqas competes in.
Aniqas now has an online store that matches its ambitions: an editorial, premium experience built to earn trust the moment someone arrives, and to serve buyers across India and the USA.
Where the old site made a quality brand look like less, the new one presents Aniqas at the standard the demi-fine market expects.
In demi-fine jewellery, the website is the brand. We gave Aniqas an editorial, Vogue-grade store built to earn trust instantly and sell to buyers in India and the USA, so the brand finally looks as good as what it makes.