Nykaa, a multi-brand fashion e-commerce website, has acquired Pipa Bella, an online jewelry brand. Nykaa Fashion hopes to extend its jewelry category by adding fashion jewelry and accessories as a part of this acquisition.

Pipa Bella will continue to provide services through its website and will also expand this functionality as a consumer brand under the Nykaa Fashion umbrella.
Nykaa, founded by former investment banker Falguni Nayar in 2012, is India's biggest online destination for beauty & wellness with 2500+ brands, 5 lakhs+ products, and delivery all across India. As of January 2021, the company was valued at $3 billion.

Pipa Bella is an Indian digital fashion brand that sells trendy fashion jewelry and accessories. The company, which caters to urban women aged 22 to 35, currently has over 1,500 different styles of jewelry. The company offers a wide selection of custom-made and ready-to-wear fashion jewelry.

“We have seen a rising trend of personalized minimalistic and premium fashion accessories in the Indian market. At Nykaa Fashion, we strive to bring the best quality and variety of such products to meet the demand of the audience," says, Adwaita Nayar, CEO, Nykaa Fashion, and Founding Team Member, Nykaa.

Adwaita added that the acquisition aimed at extending the brand's core signature design to a much larger landscape by becoming a full-range accessories label. She added that the team believes there is a strong opportunity to provide premium fashion with contemporary design and functionality at the core of the customer experience.

Shuchi Pandya, the founder of Pipa Bella, said that the company has always been customer-focused, concentrating on premium design at fair prices.

“Pipa Bella has always been a customer-centric brand, focusing on premium design at reasonable prices. It has found strong synergies with Nykaa Fashion’s positioning within the e-commerce fashion landscape and its manner of engagement with its wide network of customers around the country. This association will allow Pipa Bella to reach a larger customer base and leverage the massive number of users visiting Nykaa Fashion every month." says, Shuchi Pandya, Founder, Pipa Bella.

The statement added Nykaa Fashion's product range was previously boosted by the acquisition of the iconic brand Twenty Dresses. Nykaa Fashion also hopes to use this acquisition to better organize the cluttered jewelry industry to achieve product excellence and quality assurance.