The founder of the retail venture on its benefits to jewellers.
Aroxta.com is a new online accessories boutique that aims to bring design-led brands and designer-makers to the Asian shopper, with an eclectic array of affordable luxury goods picked out by a multicultural team of fashion-forward individuals, bloggers, collectors and editors. Founder Shyla Viju Motwani tells Professional Jeweller why she is looking to represent British jewellery brands and what benefits Aroxta can bring to such jewellers.
PJ: When was Aroxa founded, and why? What is the site’s point of difference?
SVM: Aroxta was founded two years ago and is an exciting platform for fashion exchange for global products and where cutting-edge designs will be sought. The site was founded for female business owners, designers and entrepreneurs who are creative and make fantastic items. Aroxta was also born out of an inspired moment when I discovered a collective group of talented designers in Asia at regional exhibitions and realised that such unique talent needed to be introduced to the world. So we created a website that makes it easier and more enjoyable for customers to discover high quality, distinct accessories from fashion, jewellery, bags, gifts and more. Our team travels worldwide to find the best for all our shoppers and put them all in one easy place to shop 24 hours, seven days a week. We’re looking to extend our offering to get European and UK brands involved on the website, particularly brands looking to expand into the Asian market.
PJ: Do you currently carry any British jewellery brands?
SVM: We currently have Johnnie Loves Rosie on our website, a cute well-known vintage-inspired accessories company from Birmingham. We are also getting Maria Francesca Pepe onto our website, a very popular edgy fashion brand from London. With our passion for fashion, we endeavour to make Aroxta a platform for nurturing young designers. Each designer brings a different outlook on fashion, offering inspiration and diversity within the community. We’d love to hear from some UK and European brands looking for out-reach in Asia.
PJ: What type of jewellery brands are you looking to work with?
SVM: I travel to London a great deal from Hong Kong. Aroxta is more than open to hearing from any brands in the UK who are looking to expand into Asian markets . We like brands which are vibrant and good quality. Our designers are committed to crafting unique pieces by blending aesthetics, style and functionality.
PJ: What are the terms and conditions of stocking on Aroxta? Do you buy in stock?
SVM: The Aroxta website is a great concept because it is completely free for designers to use. Designers have their own passwords to log in to the websites to upload products. The brands keep their own physical stock so when an order is made the designer sends directly from themselves to the customer. Aroxta just takes commission from the designer for using the website.
PJ: Who shops at Aroxta?
SVM: Aroxta is aimed at fashion-forward 16- to 50-year-olds. We aim to present a fresh perspective through showcasing new talent in the design and fashion arena. Aroxta offers inspired luxury to women who seek to stay on trend without breaking the bank, filling a vital gap between high-end designs and budget fashion.
PJ: What benefits can stocking with Aroxa bring to British jewellery brands?
SVM: Aroxta has a great Asian following and provides a platform for brands to reach Asian consumers. Brands can gain outreach in new markets such as Malaysia, Philippines and Singapore. Going beyond an online boutique, Aroxta also aims to create creative communities locally. Regular monthly Aroxta events are held in Hong Kong and various places to reach consumers. Aroxta also believes in supporting and nurturing upcoming young talent. Aroxta gets involved in trade shows such as HK World Boutique and brands can get involved with the stand, share the costs, and it provides an opportunity to cross-network.
This article was taken from the January issue of Professional Jeweller. To read it online, click here.