Introduction

In the ever-evolving world of D2C brands, few stories shine as brightly as Shyle, a silver jewelry brand that blends handcrafted elegance with digital storytelling. Founded by Astha Katta Sirohiya and later joined by her husband Radhesh Sirohiya, Shyle’s journey is one of instinct, grit, and a deep-rooted passion for building something original. From humble Instagram beginnings to a spotlight on Shark Tank India, the duo has grown Shyle into a brand that resonates with thousands across India and beyond.

The Leap from 9-to-5 to Startup Life

Astha’s entrepreneurial instincts were sparked early. Based in Gurgaon, she initially worked as a marketing manager at a startup but soon realized that corporate life wasn’t her calling. Coming from a business family, the drive to build something of her own was always there. Her love for silver jewelry and a keen eye on the rising trend of Instagram-led commerce led her to curate her first collection—and thus, Shyle was born.

There was no grand plan at the start, only a belief in her instincts and a desire to explore something meaningful. With time and consistency, Radhesh joined her, and together they shaped the foundation of what would become a fast-growing jewelry brand with a cult following.

From Outsourcing to Originality: Early Hurdles and Breakthroughs

The real turning point came when Astha decided to move away from sourcing generic designs and ventured into original creations. However, getting artisans on board wasn’t easy. As a young woman-led brand with small order volumes, she often faced resistance from karigars who didn’t see value in such low-scale operations.

But Astha remained persistent, patient, and humble. Today, many of those early skeptics are Shyle’s most loyal artisans—integral to its product innovation and craftsmanship. According to her, staying grounded and respectful was key to building long-term trust, both with artisans and customers.

What Makes Shyle Stand Out

Two pillars differentiate Shyle in the crowded jewelry space: original designs and compelling visual storytelling. Instead of following market trends, the brand creates statement silver pieces that feel fresh and unique. Their strong Instagram presence—marked by over 50 viral reels crossing a million views each—has played a huge role in shaping brand perception and attracting a loyal customer base.

Astha credits their success to consistently putting out high-quality content that reflects the soul of the brand.

Scaling Sustainably and Creatively

Growth has always been top of mind for the Shyle team. They drop new designs every week, ensuring their catalog stays fresh and engaging. Beyond women’s jewelry, they’ve expanded into men’s pieces, kids’ jewelry, and even home accessories like mobile covers and wine glasses—one of which was showcased on Shark Tank India.

Their recent launch, Ram Charan, is a testament to their design-led innovation and growing ambition in the premium gifting category.

The Shark Tank Effect: Validation and Velocity

Appearing on Shark Tank India was a major milestone. The experience, Astha says, helped them reflect more deeply on their brand vision. Backed by Namita Thapar and Ritesh Agarwal, Shyle secured a deal with a nominal royalty, which Astha was happy to accept.

The investment didn’t just bring in capital—it brought validation, guidance, and a renewed sense of responsibility. The association with two iconic business leaders gave their dream a new momentum.

Humanizing the Digital Experience

While Shyle operates purely online, they’ve set a high bar for customer service. From personalized WhatsApp chats and video consultations to sharing raw product images before purchase, Shyle prioritizes human connection at every step. Their 4.9 Google rating with over 1900 reviews speaks volumes.

Going Global, One Reel at a Time

Interestingly, Shyle hasn’t yet launched a dedicated international arm, but the global orders keep growing—thanks to their engaging content. Their unique aesthetic, combined with the trust they’ve built online, continues to draw attention from overseas buyers.

Rooted in Ethics and Craftsmanship

Ethical sourcing and responsible production remain central to Shyle’s mission. They procure silver from certified bullion dealers and treat their artisans with the respect and dignity they deserve—prompt payments, comfortable working conditions, and a family-like bond.

A Shining Future

What started as a side hustle born out of instinct has now transformed into a brand with a bold vision: to become an Indiecon—a truly iconic Indian label. With creativity at its core and community as its strength, Shyle is not just selling jewelry—it’s building a legacy.

Conclusion: Built with Heart, Styled with Purpose