Lypsa Gems and Jewellery plans to enter into the branded diamond-studded jewellery segment by launching two brands, Lypsa Atelier and Oropel. E-commerce will be the principle sales channel employed to market these brands. The cost savings of the e-commerce model vis-à-vis traditional brick and mortar stores will allow the products to be priced competitively.
Lypsa Atelier and Oropel reaffirm Lypsa's efforts to go downstream and capture maximum value-add in the diamond pipeline.
Shares of the company declined Rs 1, or 1.5%, to trade at Rs 65.50. The total volume of shares traded was 15,257 at the BSE (1.37 p.m., Tuesday).