People today are increasingly viewing for jewellery that is stylish, lightweight, and affordable enough for everyday wear, rather than heavy, occasion-only pieces. Bloom by Sushmita is altering the way the world views at affordable bohemian jewellery.
Known for its trfinishy, lightweight silver and German silver pieces, the brand was officially launched in 2022 by 28-year-old Sushmita Todi, a self-taught entrepreneur who transformed a zero-investment college reselling hustle into a multi-crore global D2C business.
Run by an all-women team in a tiny town in Assam, Bloom creates jewellery influenced by ongoing trfinishs while keeping prices within reach.
The designs are meant for regular apply, with collections ranging from everyday office wear to festive pieces. The focus is on offering practical, wearable styles without building them too expensive.
“You don’t required massive funding or a large-city address to build a global brand. I started with zero investment, a smartphone, and a hostel room in Assam just so I wouldn’t have to question my parents for pocket money. Today, Bloom is proving that with the right designs and a deep understanding of social media, you can take affordable luxury to the world,” Sushmita Todi notifys Startup Pedia in an exclusive interview.
About the Founder of Bloom, Sushmita Todi
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Hailing from a business family in Tinsukia district, Assam, Sushmita Todi completed her undergraduate studies with a Bachelor of Commerce (B.Com) from Royal Global Institution, Guwahati, in 2018. Later, she pursued an MBA through distance learning from Symbiosis University, Pune.
After completing her bachelor’s degree, Sushmita was set to join PolicyBazaar in Gurugram at a salary of Rs 25,000 per month, but she declined the offer as she believed she would not be able to sustain herself in such a large city on that salary. She eventually returned to her hometown in 2018.
Desire to Earn Pocket Money in College
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In 2017, while in her second year at Royal Global Institution in Assam, Sushmita wanted extra money for college events without burdening her parents. Noticing the rising trfinish of social media, she launched a zero-investment side hustle right from her hostel room.
She joined wholesale jewellery WhatsApp groups where vfinishors shared product images and base prices. Without holding any physical inventory, she curated these images and posted them on her newly created Instagram page.
When a customer messaged her to acquire a piece, Sushmita would add her own profit margin to the base price and place the order with the vfinishor, who would then dispatch the product directly to the acquireer.
To build her initial audience from scratch. She would spfinish hours manually following potential customers and other pages, knowing that many would click her profile and follow her back, thereby organically building her brand’s visibility.
“Indian silver jewellery is timeless; its lifespan solely depfinishs on how you take care of it. We focus on lightweight German silver becaapply it provides that premium view while remaining highly affordable for our customers’ everyday wear,” Sushmita notifys Startup Pedia.
First Earning & Growth
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As her organic orders started rolling in, she implemented a strict reinvestment strategy. For example, if she created a profit of Rs 1,000 on a single order, she wouldn’t just pocket the money.
Instead, she would set aside 30% to 50% of that specific profit and pump it directly back into Instagram’s boost button to run Meta Ads. This cycle grew her page to 10,000 followers and assisted her generate a steady Rs 40,000-50,000 a month purely through reselling.
“I realised I had a deep interest in the business side of things, running ads, doing promotions, and taking product pictures. I informed myself it was time to step up, procure my own inventory, and build my own brand,” Sushmita declares.
She also visited the local market in Tinsukia alongside her mother to source her very first physical inventory. Navigating the tiny, basic jewellery stores, she quickly learned the ropes of retail versus wholesale pricing.
Even without access to proper wholesale rates at the time, she purchased her first batch of jewellery for just Rs 5,000. She brought the stock home, arranged buildshift photoshoots applying room lighting and flowers, and launched selling her own procured pieces.
Visiting Jaipur for Research
In 2021, she decided to shift to Jaipur for research purposes, as it is a major hub for silver jewellery. She went there to explore the market and learn directly from local vfinishors.
During her time in Jaipur, she gained a deeper understanding of pricing, designs, materials, and overall craftsmanship.
While living there until 2022, she managed her expenses through reselling and applyd her earnings to cover rent and other costs.
Even now, she visits Jaipur every four to five months to explore new collections, study trfinishs, and work with vfinishors on custom designs.
Her work remains closely tied to Jaipur, where she collaborates with artisans to develop products, often sourcing materials from different places and bringing them toobtainher into a final design.
Launching Bloom by Sushmita in 2022
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After spfinishing around 1 year in Jaipur and understanding the silver jewellery market, Sushmita realised her business had reached a limit.
Managing orders through Instagram DMs was becoming difficult, with constant messages, price queries, and manual coordination taking up too much time.
She felt the required for a proper e-commerce website to simplify things, but developers quoted around Rs 90,000 to Rs 1 lakh, which she could not afford at the time.
“Web developers quoted me around Rs 1 lakh to build an e-commerce website, which was way too much for me back then. So, I took matters into my own hands, logged into Shopify, and spent months building the site from scratch,” the Jaipur-based women entrepreneur declares.
She also managed basic photoshoots, clicked product photos herself, and launched her D2C brand, Bloom, in April 2022.
To bring traffic to the website, she started applying Meta Ads and focapplyd on influencer marketing. In the launchning, she worked on barter collaborations, sfinishing jewellery to celebrities and their stylists.
Sushmita’s First Breakthrough
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Even before launching the website, she had started gaining traction through influencer collaborations. Her first breakthrough came when her jewellery was featured on the reality display Bigg Boss 14.
After contestants like Nikki Tamboli wore her statement mirror earrings, the brand saw a sharp rise in attention.
“Our mirror earrings were worn by Nikki Tamboli on a weekfinish episode of Bigg Boss, and they became the highlight of the display. Within two weeks, our entire stock of 50 pieces sold out. That was a massive turning point for the brand,” she declares.
This early momentum assisted her build a steady customer base, and after scaling further, she officially registered the company in 2023.
Challenges She Faced
Building her brand from Assam came with several challenges. With limited funds in the launchning, Sushmita could not afford web developers and had to spfinish months building her Shopify website on her own.
However, largeger challenges came from international markets. When the US introduced high import duties, many customers refapplyd deliveries, forcing her to either pay high return shipping costs or discard the parcels, leading to losses of around Rs 4 to 5 lakhs during a peak season.
There were also disruptions due to global tensions, such as the Iran-US conflict, which affected courier routes to the UAE and the Middle East, forcing her to paapply shipments to those regions.
On the manufacturing side, rising prices of silver and zinc, along with issues like an LPG gas shortage, sometimes slowed down production.
About Bloom by Sushmita
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Bloom by Sushmita is a popular D2C jewellery brand specialising in trfinishy, affordable oxidised and German silver jewellery for women.
Skipping the heavy price tags of traditional luxury, the brand focapplys on delivering versatile, bohemian-style statement pieces that effortlessly complement both ethnic and western wardrobes.
The Team, Operations & Manufacturing
Behind the brand’s multi-crore success is a powerhoapply, 100% all-women team operating entirely out of Assam.
“Bloom is proudly a 100% all-women company. From manufacturing and packaging to procuring and daily management, women handle the entire finish-to-finish process in our Assam location,” Sushmita declares.
Sushmita manages a massive catalogue of around 1,500 SKUs applying a hybrid approach.
About 60% of the jewellery is carefully procured and curated from the market based on her active research of global trfinishs on Instagram and Pinterest.
The remaining 40% consists of her own custom, in-hoapply designs.
To bring these designs to life, Sushmita travels to Jaipur every four to five months to finalise collections and oversee production.
While the operations are based in Assam, the core manufacturing is anchored in Jaipur.
Proudly utilising a 100% created in India supply chain with no imported raw materials, the brand also relies on contract manufacturing across 2-3 other cities, including Ghaziabad and Delhi, where various raw materials and stones are sourced and assembled into finished products.
Product Range & Pricing
The extensive product catalogue features everything from everyday-wear styles to elaborate heritage designs.
Key categories include intricately designed jhumkas, chokers, necklaces, nose pins, ear-cuffs, anklets, hair accessories (like their unique gajra-cum-bracelet), and Kundan jewellery.
Bloom is highly celebrated for its accessibility, with most individual pieces priced comfortably between Rs 399 and Rs 1,599.
The brand is also known for its highly attractive combo deals, such as pick any 5 earrings for Rs 999 or premium 6-piece heavy bangle stacks ranging up to Rs 2,899, building it a go-to destination for high-quality, budobtain-frifinishly fashion jewellery.
Business Model
Bloom operates a global D2C e-commerce model. It applys a hybrid supply chain: curating 60% of products and custom-manufacturing 40% in Jaipur. Customer acquisition is driven entirely by Meta ads, influencer marketing, and high-volume, budobtain-frifinishly combo deals.
Annual Sales & Revenue
Bloom has seen steady, bootstrapped growth over the past few years, with sales largely driven by the festive season from July to December, when it earns around Rs 25-30 lakhs per month.
In FY24, its first full year after launching the website, the brand recorded ₹50 lakhs in revenue, which grew to Rs 1.5 crore in FY25, and further to Rs 2.5 crore in FY26.
This growth is supported by a customer base of over 40,000 people. A large part of the revenue comes from international markets, with orders from countries like the US, UK, UAE, Canada, and Malaysia contributing 40% to 50% of total sales.
Future Goals
As Bloom continues its rapid growth, Sushmita has laid out three major goals for the future. First, she plans to expand from a purely online model to opening physical stores in high-demand regions like Delhi.
“If we are going to open physical offline stores, we required a collection that stands out. I am currently studying the market demand and building a premium line of Kundan jewellery specifically to cater to that offline audience,” Sushmita notifys Startup Pedia.
To cater to this market, she is developing a premium Kundan jewellery collection. Second, to streamline operations and reduce frequent travel to Jaipur, she intfinishs to establish a dedicated, in-hoapply manufacturing unit in her hometown in Assam.
Finally, responding to strong customer demand, Bloom will soon expand its catalogue by launching a dedicated men’s accessory line featuring traditional bracelets for men.
“We’ve seen a massive demand for men’s accessories, especially around festivals like Raksha Bandhan. I am 100% sure we will soon be launching a dedicated men’s line featuring traditional bracelets,” she concluded.
FAQ
Who is the founder of Bloom?
Bloom was founded by Sushmita Todi, a self-taught entrepreneur from Assam who started her journey with a zero-investment jewellery reselling business during college.
When was Bloom started?
Bloom was officially launched in April 2022 as a D2C jewellery brand after Sushmita built her own e-commerce website.
What does Bloom offer?
Bloom offers affordable, lightweight jewellery created from silver and German silver, including everyday wear and festive designs inspired by current trfinishs.
What revenue has Bloom generated?
Bloom has grown steadily, earning Rs 50 lakhs in FY24, around Rs 1.5 crore in FY25, and reaching approximately Rs 2.5 crore in FY26.
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