Startup Originals Team
In a market filled with conventional jewellery designs, one entrepreneur chose to think differently. Diksha Singhi from Guwahati transformed bold ideas and storytelling into a thriving business by launching A Little Extra in 2020. What started as a passion for unique designs has now grown into a jewellery brand that has served more than 75,000 customers and generated ₹2 crore in revenue.
The Idea Behind the Brand
Diksha noticed that most affordable jewellery brands offered similar designs that lacked personality and creativity. She wanted to create accessories that told stories and allowed people to express themselves through bold and unusual designs.
This vision led her to experiment with concepts rarely seen in fashion jewellery, including chilli-shaped earrings, scorpion designs, and artistic Durga-inspired pieces. These unconventional styles quickly caught attention on social media and among fashion enthusiasts.
Launching A Little Extra
In 2020, Diksha officially launched A Little Extra as an affordable concept jewellery brand. Instead of focusing only on traditional styles, she positioned the brand around creativity and storytelling.
The product range includes bracelets, rings, earrings, and necklaces that combine playful aesthetics with cultural inspirations. By keeping prices accessible, the brand attracted young customers looking for distinctive accessories without spending heavily.
Growth Through Online Presence
Social media and digital platforms played a major role in the brand’s growth. Diksha used online channels to showcase her creative pieces, building a loyal community of customers who appreciated the brand’s quirky designs.
Word of mouth and social sharing helped the brand reach customers across India. Over time, A Little Extra expanded its catalogue while maintaining its signature theme of unique, conversation-starting jewellery.
Serving Thousands of Customers
Within a few years, the brand crossed a major milestone by serving more than 75,000 customers. With steady demand for distinctive accessories, A Little Extra has now generated around ₹2 crore in revenue, proving that creativity and storytelling can be powerful drivers of business success.
Conclusion – Turning Ideas Into a Brand
Diksha Singhi’s journey shows how originality can turn a simple idea into a successful startup. By breaking away from traditional jewellery designs and creating pieces that spark curiosity and conversation, she built a brand that stands out in a crowded market.
What began as a creative experiment in Guwahati has now become a growing jewellery brand loved by thousands of customers across India.
