However, for products with intricate designs -- like that of a pendant in which four tiny hearts are clubbed together in a flower shape, or a delicate teardrop earring -- prices are not mentioned.

'We don't offer ethnic jewellery because that is something already available,' explained Malik. 'What we are offering are modern, designed, elegant jewellery that one can wear to work at day or to a party in the evening without costing too much.'

Besides this, the product line includes coloured jewellery. According to Kapoor, who pegged the branded silver jewellery market in India at Rs.100 crore (about Rs.1 billion/$200 million), more designs in the coloured jewellery category would be added in 2010.

Kapoor said his company would enter the Mumbai and Chennai markets by this month-end and Gurgaon by October-November.