In a world where well-funded start-ups often make noise through extravagant spending, the story of how a small, cash-strapped jewellery and watch brand managed to grow through frugal marketing is truly remarkable.
Established in 2015 by the husband-wife duo of Satish Singh and Maya Varma, Joker & Witch has succeeded in creating a unique brand identity and persona. Their second brand, Teejh, has also found its niche in the market and quickly gained popularity.
The brand name Joker & Witch reflects the founders’ personalities – Singh sees himself as the joker, a fun problem-solver, while Maya is likened to a mystical, powerful witch. Initially targeting Gen Z and millennials, they identified a gap in the market for affordable, well-designed watches and modern daily-wear jewellery that brands like Titan and Fossil were not addressing. Starting with watches priced between ₹800-₹1,500, they have now expanded their range to ₹700-₹3,000.
Teejh was launched in 2019 when Varma noticed a gap in the market for affordable jewellery for daily wear. The name Teejh was inspired by childhood memories of Indian festivals and the brand focuses on wearable, non-ostentatious pieces.
Their brand strategy revolves around the three Cs – content, community, and commerce. They believe in simple communication done consistently to build a strong brand. They also emphasize the importance of Instagram, innovation, and influencers in their growth strategy. Smart innovations like pairing watches with bracelets have worked well for them.
In a competitive market, Joker & Witch and Teejh aim to stay true to their core offerings – affordable, well-designed jewellery and watches. They believe that by focusing on quality products and top-notch customer service, they can build a loyal customer base. They are committed to reaching a stage where customers are not just satisfied with their brand, but truly obsessed with it.
Their journey proves that with a clear brand strategy, innovative thinking, and a focus on customer satisfaction, even a small, bootstrapped brand can achieve significant success in a competitive market.
