Nykaa Fashion, a multi-brand fashion e-commerce platform has acquired online jewellery brand Pipa Bella

Nykaa Fashion, a multi-brand fashion e-commerce platform has acquired online jewellery brand Pipa Bella to expand its jewellery category to offer fashion jewellery and accessories.

As per Economic Times, Pipa Bella will continue to offer its services on its own website and also extend this functionality as a consumer brand under the Nykaa Fashion portfolio.

Pipa Bella's jewellery line includes over 1,500 styles and the brand targets the 22-35-year-old urban women. It reflects Nykaa's vision to always stand for good quality and well-curated designs at accessible prices.

Pipa Bella's founder Shuchi Pandya said Pipa Bella has always been a customer-centric brand, focusing on premium design at reasonable prices.

The brand has found strong synergies with Nykaa Fashion's positioning within the e-commerce fashion landscape and its manner of engagement with its wide network of customers around the country. This association will allow Pipa Bella to reach a larger customer base and leverage the massive number of users visiting Nykaa Fashion every month, she added.