When it comes to homegrown jewellery brands shaking up the market, Palmonas and Giva are two names you can’t ignore. Both are rewriting the rules of how modern Indians discover, shop and flaunt jewellery. Palmonas is carving its niche with demi-fine jewellery that balances affordability and aspiration, while Giva has built a loyal fan base with its 925 sterling silver pieces and strong influencer collaborations.
On the surface, both brands sparkle in the same space, which is trendy, wearable jewellery for everyday luxury. But dig deeper, and you’ll see very different marketing strategies at play. From Instagram-worthy visuals and influencer tie-ups to pricing tactics and product innovation, Palmonas and Giva are running a fascinating race to win over young Indians.
In this blog, we’ll decode how the two brands are positioning themselves, where they overlap, and what sets them apart. We will also look into insights that could inspire even a modern digital marketing agency to reimagine its playbook.
Table of Contents:
- Origins & Brand DNA
- Audience Segmentation & Reach
- Storytelling & Campaign Style
- Product Innovations & Pricing Strategy
- Media Mix & Promotion Tactics
- Global Expansion Outlook
- Key Takeaways for Marketers
- Conclusion
- Frequently Asked Questions
Origins & Brand DNA
Palmonas entered the jewellery scene in 2022 as a demi-fine pioneer in India, bridging the gap between high-end fine jewellery and fast-fashion accessories. Their DNA lies in making jewellery that is premium-looking, durable and accessible, crafted in vermeil (gold-plated sterling silver). Unlike traditional brands, Palmonas sells a lifestyle of understated luxury, speaking directly to millennials and Gen Z professionals who want elegance without breaking the bank.
Key Identity: Chic, international, aspirational, everyday luxury.
Founded in 2019, Giva quickly became a household name in the affordable silver jewellery segment. With 925 sterling silver at its core, Giva built trust around purity, authenticity and trend-driven designs. Their collaborations with influencers and Bollywood stars made them a go-to brand for gifting and self-expression. Where Palmonas leans premium, Giva leans approachable and friendly, bringing affordable sparkle to everyday moments.
Key Identity: Pure, trendy, trustworthy, accessible.
The Contrast
Palmona positions itself as “affordable luxury”, speaking to upwardly mobile consumers craving sophistication. Giva positions itself as “everyday silver”, appealing to those who want authenticity and style without the luxury tag. Both cater to the same young, digital-first audience, but their brand voices are distinct. Palmonas whispers elegance, while Giva chats style.
Audience Segmentation & Reach
Palmonas
Palmonas focuses heavily on urban, upwardly mobile millennials and Gen Z. Women (and increasingly men) who want jewellery that elevates their work-to-weekend wardrobe. Their customers are typically based in metros and Tier-1 cities like Mumbai, Bangalore, Delhi and Hyderabad, where there’s a demand for “affordable luxury.” The brand also speaks to Indians with a global outlook, those who follow international fashion trends and prefer minimal yet premium aesthetics.
Reach: Primarily D2C via their website, with a strong presence on Instagram and collaborations with fashion influencers. Their pop-up events in malls and fashion shows also act as community touchpoints.
Giva
Giva, by contrast, casts a wider net. Their audience includes college students, young professionals and gifting buyers who want certified silver without the price shock. Unlike Palmonas’ metro focus, Giva has expanded into Tier-2 and Tier-3 cities, using aggressive digital ads, celebrity endorsements, and offline kiosks to make silver jewellery aspirational yet accessible.
Reach: Along with a strong D2C model, Giva has built offline retail partnerships and kiosks, which help them tap into audiences beyond the Instagram crowd. Their gifting campaigns (Valentine’s, Rakhi, Diwali) ensure repeat seasonal reach.
Key difference
Palmonas is narrow and premium-focused, deliberately targeting a smaller but higher-spending segment that craves demi-fine elegance. Giva is broad and mass-oriented, aiming to become India’s default silver jewellery brand with affordability and scale.
Storytelling and Campaign Style
Palmonas: Fashion Editorial Meets Jewellery
Palmonas frames its jewellery like fashion statements, not just accessories. Their campaigns lean into a luxury editorial aesthetic, muted tones, clean backdrops and sharp styling that wouldn’t feel out of place in a Vogue spread. The narrative is clear: Palmonas is for women who want to look effortlessly international, every day. Instead of pushing price or discounts, they sell aspiration and “affordable luxury” that still feels exclusive. Their influencer strategy mirrors this, working with niche fashion creators rather than mass celebrities, keeping the brand aspirational.
Giva: Heart-led Stories & Mass Relatability
Giva plays the emotional storytelling card. Their ads are bright, warm, and often tied to moments of love, gifting, and celebration. Think Valentine’s Day proposals, Rakhi surprises, or the “first salary gift” to parents. Campaigns lean heavily into relationship-driven narratives, supported by their customer-turned-co-founder, Shraddha Kapoor, to boost trust and relatability. The goal is simple: make silver jewellery the default choice for every special moment. Giva’s storytelling is less about being elite, more about being everywhere in life’s little milestones.
Product Innovations & Pricing Strategy
Palmonas: The 18k Gold-plated Edge
Palmonas built its product strategy on one sharp insight: women want the look of fine jewellery without the price tag. Their core innovation is 18k gold-plated jewellery crafted with high polish and minimalist design. It gives the “fine jewellery” vibe but sits comfortably in the ₹1,500–₹5,000 range, a sweet spot for aspirational millennials. Palmonas also leans on limited drops and curated collections, capsule launches that feel fashion-forward, like seasonal runway-inspired edits. This keeps the brand fresh and trend-sensitive, almost like how Zara operates in fashion.
Giva: Sterling Silver for Everyday Gifting
Giva, on the other hand, bets big on 925 sterling silver jewellery, durable, hypoallergenic and accessible. Their strategy revolves around breadth and volume. From classic studs to charm bracelets, they cover a wide catalogue, ensuring there’s a piece for every taste and budget (starting as low as ₹799). Their real product play is personalisation: engravable jewellery, birthstone collections and festival specials. This flexibility positions Giva as the go-to gifting brand, where innovation isn’t just in material but in how the product fits into everyday occasions.
Media Mix & Promotion Tactics
When it comes to where and how the two brands tell their story, Palmonas and Giva are on completely different ends of the spectrum.
Palmonas
- Palmonas treats Instagram like a digital fashion magazine.
- Their feed looks curated, editorial and highly visual; it’s less about discounts and more about building aspiration.
- Think clean shots, aesthetic product close-ups and lifestyle placements that make silver jewellery feel like an extension of high fashion.
- Palmonas’ promotional approach is subtle: the brand relies on organic storytelling, user-generated content and influencer styling. Instead of shouting sales, it sells a vibe.
Giva
- Giva plays the volume game on social media and beyond.
- Their presence is everywhere: Instagram reels, YouTube ads, OTT campaigns and celebrity endorsements.
- Giva isn’t shy about pushing ads repeatedly. From festive season offers to emotional storytelling with popular faces like Shraddha Kapoor, Giva makes sure you see them again and again.
- The strategy is clear: awareness through scale. They want to dominate the digital noise, ensuring that Giva is the first name you recall when you think of affordable silver jewellery.
Global Expansion Outlook
Palmonas and Giva approach international growth very differently, reflecting their brand DNA.
Palmonas is more Focused on India for now. Palmonas is testing selective expansion in markets like the UK, UAE and Singapore. The strategy is to be careful and craft limited collections and curated influencer collaborations, aiming to maintain the brand’s aspirational, demi-fine image.
Giva is already shipping to 20+ countries. Giva prioritises scale and visibility. Their global approach mirrors domestic tactics: wide product availability, gifting campaigns and aggressive digital advertising to reach mass audiences.
Palmonas emphasises exclusivity and storytelling, while Giva focuses on reach and repeat engagement. Both strategies show how brand DNA should guide international expansion. Something any digital marketing agency can learn from.
Key Takeaways for Marketers
- Know your DNA: Palmonas and Giva show that a brand’s identity should guide every marketing decision, from campaigns to pricing.
- Audience matters: Targeting is the key. Palmonas thrives with a niche, aspirational audience, while Giva wins with mass appeal and wide reach.
- Storytelling vs scale: Emotional, relatable campaigns build loyalty, but consistent visibility and frequency drive recognition and conversions.
- Product strategy drives marketing: Limited-edition, curated collections create aspiration; broad, personalised offerings encourage repeat purchases.
- Digital-first approach is essential: Both brands leverage social media, influencer collaborations and content marketing, showing how digital channels can amplify brand presence.
- Global strategy reflects brand positioning: Expansion plans must align with brand DNA. Exclusive storytelling or mass-market reach, depending on identity.
Conclusion
Palmonas and Giva are proof that there is no single formula for success. One is shaping a new category around demi-fine jewellery, the other is building dominance through scale and visibility. Palmonas leans on authenticity and cultural relevance, while Giva thrives on consistency and omnipresence. Both approaches resonate because both understand their audience and stay true to their positioning.
For jewellery brands looking to grow in a market still shaped by legacy players, the takeaway is clear: clarity of identity and consistency in marketing matter more than size alone. Storytelling builds meaning, visibility builds trust and together they build loyalty. The right digital marketing agency can turn these lessons into a roadmap for brands ready to shine.
FAQs
The founder and partner of Flora Fountain, Shefali leads the Content and Technology divisions. A one-time engineer who started her career writing front-end code, she took a detour sometime during her 9 years in New York, studied journalism and started writing prose, poetry and sometimes jokes. She now has 15...