In a bold move to transform the fashion jewellery landscape, Kolkata-based entrepreneur Niladri Das has launched Ornatique, a direct-to-consumer (D2C) brand that promises to redefine affordable luxury jewellery for modern India.
Ornatique arrives at a time when Indian consumers are seeking more than just accessories — they want jewellery that is stylish, meaningful, and accessible without compromising on quality. With its curated range of artificial jewellery spanning over 10 unique categories, Ornatique blends timeless tradition with contemporary design to create pieces that fit seamlessly into today’s lifestyle.
Founder Niladri Das brings a diverse background to the brand, with experience in international trade, startup investing, debt fundraising campaigns, stock market trading, and over four years in marketing across freelance and agency roles. His multi-faceted expertise, combined with an eye for design, has shaped Ornatique into more than just a jewellery label — it’s a movement towards democratizing luxury.
“Growing up, I often noticed how jewellery was either priced beyond reach or lacked originality,” says Niladri. “Ornatique was born out of my desire to bridge that gap — to create jewellery that is elegant, distinctive, and affordable. Every woman deserves to feel unique and confident without paying a premium.”
Ornatique sets itself apart in several ways:
Spiritual Jewellery Line – The brand is one of the few in India to offer jewellery inspired by major world religions, making it inclusive and truly unique.
Sustainability at Heart – With eco-friendly packaging, Ornatique is committed to conscious consumerism, aligning with the values of today’s socially aware buyers.
D2C Advantage – By cutting out middlemen, Ornatique ensures transparent pricing and direct access to its customers, offering genuine craftsmanship at fair value.
Design for the Modern Indian – Whether for daily wear or special occasions, Ornatique’s pieces are crafted to empower wearers with confidence and elegance.
The Indian fashion jewellery market is expanding rapidly, fueled by millennials and Gen Z who are looking for style, versatility, and affordability. With its unique positioning, Ornatique is poised to become a disruptive player in this segment, appealing to consumers who appreciate both design and value.
“Welcome to Ornatique, where elegance meets everyday wear,” says Niladri. “We’re not just creating jewellery — we’re creating memories and meaning. Each piece is thoughtfully designed to celebrate individuality, and our journey is built on trust, transparency, and passion for design. Thank you for being part of our story.”
Ornatique is a Kolkata-based D2C fashion jewellery brand founded by entrepreneur Niladri Das. The brand offers a diverse range of stylish and affordable artificial jewellery, including an exclusive line of spiritual pieces. Committed to sustainability and transparency, Ornatique is redefining what affordable luxury means for modern India.