AVT Lifestyle joins VBJ to launch e-commerce jewellery site zaamor.com

Plans to tie up with retail chains to establish offline presence

AVT Lifestyle Products Pvt Ltd, a company in which the city's well known jeweller Vummidi Bangaru Jewellers (VBJ) has majority stake, has launched Za Amor, an e-commerce jewellery portal to sell VBJ tested diamond jewels to the online customers.

The e-commerce portal would offer exclusive designs of jewels in the lifestyle and luxury category focusing on working and modern day women customers, said Amarendra Vummidi, founder and managing director, AvT Lifestyle Products Pvt Ltd. The website would be offering hassle free shopping experience and would offer various payment options, free shipping and offers and discounts.

The company has so far invested around Rs 10 crore including Rs 6 crore inventory designed by the in-house artisans from VBJ, said V Thiyagarajan, co-founder of AVT Lifestyle Products Pvt Ltd.

The company would require more funds in future to build the brand and it is planning to raise around Rs 50 crore from investors in next one year, he said. It would also be tying up with various retail super market chains across the country, where a real experience of the designed jewels could be experienced by the customers, he added.

While VBJ brings in the expertise in dimond jewellery segment, V Thiyagarajan, who is a serial entrepreneur, would bring in the expertise in portal management and other business activities.