Putting the Customer First: How Mayuri Jain is Transforming Jewelry with House of Riva
“I’m a firm believer in treating your clients really well, like family. Because at the end of the day, happy customers are your best advertisement. Better than any paid marketing you could do.”
When Mayuri Jain was starting her first corporate job, she knew that first impressions would be important. She wanted to up-level her wardrobe with outfits, accessories, and jewelry that she could wear to work and after-hours social events. But she struggled to find high-quality items within her budget.
Several years later, when back on the jewelry market, Mayuri again experienced how difficult it was to find brands that aligned with her needs. So she decided to fill the gap herself, and House of Riva was born.
How House of Riva is disrupting the jewelry industry
House of Riva is a direct-to-consumer fine jewelry brand offering stunning, responsibly sourced natural and lab-grown diamond jewelry at unbeatable prices. They also offer a custom design option, letting you bring your dream jewelry pieces to life.
Most traditional jewelry companies distribute through big box retailers, such as Zales and Kay Jewelers. These retailers typically price items with a 65% markup on average and share little information with consumers about diamond and gold sourcing and quality. This creates a confusing customer experience and limits the number of people that can afford high-quality products. House of Riva is taking a different approach.
Instead of selling through retailers, Riva is cutting out the middleman and selling directly to customers, without the markup. This enables them to pass significant savings along to customers without compromising on quality or craftsmanship. And by providing customers with more transparency into their diamonds’ provenance, Riva is making it easier for customers to invest in diamond jewelry that aligns with their values.
Mayuri’s journey to House of Riva
Whenever Mayuri found herself on the market for jewelry, she struggled to find brands that met her needs. Traditional retailers were often too expensive and provided an unpleasant sales experience. Meanwhile, more affordable options sold low-quality products that deteriorated after minimal wear.
Recognizing that so many like-minded consumers were facing the same challenges, Mayuri teamed up with her sister to create an alternative. By reimagining the traditional jewelry business model and selling direct-to-consumer, the team is able to offer products that are versatile and high quality, but at a fraction of the price of large retailers.
Early indicators are that Riva’s approach is resonating. After initially creating custom engagement rings and wedding bands for friends and family, Riva has accelerated growth through social media marketing, with satisfied customers driving word-of-mouth awareness and community.
Mayuri describes, “I’m a firm believer in treating your clients really well, like family. Because at the end of the day, happy customers are your best advertisement. Better than any paid marketing you could do.”
Mayuri’s advice for fellow founders
Every founder, no matter the industry, is going to face failures and setbacks. What’s important, Mayuri explains, is to learn from those mistakes and make sure you don’t make them again.
At the same time, it’s important to take advantage of the resources available to help you manage those ups and downs. When starting House of Riva, Mayuri leaned into every accelerator, incubator, and fund opportunity she could find, acquiring guidance on how to navigate the early days of the founder journey.
Mayuri also emphasizes that founders shouldn’t be afraid to look for help in unconventional places. Recently, when grabbing her morning coffee at Dunkin’, someone commented on the piece of Riva jewelry Mayuri was wearing. The pair struck up a conversation, which led to Mayuri being connected with the customer’s cousin, a notable fashion and lifestyle influencer. Mayuri pursued the opportunity, and is now working on a brand campaign with them.
To learn more about Mayuri’s journey, you can find House of Riva on instagram and visit their website.
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