Leafy Affair: Combining Fashion and Nature

Leafy Affair is a unique startup founded by Supriya Donthi, a biotechnology and management graduate from Bengaluru. Supriya's passion for preserving nature's beauty and her childhood memories of stealing flowers from the garden led her to create Leafy Affair, India's first floral jewelry brand.

Leafy Affair uses real flowers, leaves, and seeds to create botanical jewelry that stands out in the crowded fashion jewelry market. The brand offers a wide range of products with over 100 items in their SKU, including necklaces, earrings, and stationary items like paperweights.

VISION OF THE STARTUP

The vision of Leafy Affair, founded by Supriya Donthi, is to become one of the leading jewelry brands in India. The startup's unique selling proposition lies in their use of real flowers, leaves, and seeds to create botanical jewelry, making their products stand out in the crowded fashion jewelry market.

Leafy Affair's vision is not just limited to achieving commercial success but also encompasses a deeper purpose. The startup aims to preserve nature's beauty while providing customers with an opportunity to cherish their childhood memories. By offering a range of products that allow customers to relive their past and connect with nature, Leafy Affair wants to create a positive impact on people's lives.

In addition, Leafy Affair is committed to sustainable and eco-friendly practices. By using real, dried flowers and leaves, they reduce waste and promote the use of natural materials. Their D2C business model also allows for more efficient distribution, reducing the carbon footprint associated with traditional supply chains.

BUSINESS MODEL

Leafy Affair has adopted a Direct-to-Consumer (D2C) business model, which means that they sell their products directly to the customers through their own website. This business model eliminates the need for intermediaries such as retailers or distributors, which helps Leafy Affair to keep their prices affordable and offer more value to their customers.

The D2C model also allows Leafy Affair to collect customer data and feedback, which helps them to understand their customers' needs and preferences better. This data can then be used to improve their products, marketing strategies, and overall customer experience.

Leafy Affair's focus on botanical jewelry is also a key part of their business model. By using real flowers, leaves, and seeds, they differentiate themselves from the rest of the fashion jewelry market, which is dominated by metal and plastic-based products. This unique selling proposition has helped Leafy Affair to create a niche market for themselves and attract customers who are looking for sustainable and eco-friendly products.

Moreover, Leafy Affair's use of natural materials and their commitment to sustainability aligns with the growing trend of eco-conscious consumers. This allows them to tap into a growing market of customers who prioritize sustainability and the environment in their purchasing decisions.

SALES AND REVENUE

In the financial year 2021-2022, the startup's sales were 1.1 crore rupees, which translates to approximately 150,000 USD. Last month, they achieved sales of 21 lakhs rupees, which is approximately 29,000 USD.

For the financial year 2022-2023, Leafy Affair has projected revenue of 3 crore rupees, which is approximately 410,000 USD. This indicates a significant growth trajectory for the startup.

It is worth noting that 90% of Leafy Affair's sales come from jewelry, while the remaining 10% comes from stationery items. The average cost of jewelry is 1000 rupees, and they sell around 2000 pieces per month. This indicates that Leafy Affair has developed a strong customer base and a demand for their products.

Moreover, the startup's gross margin is 80%, which means that they are generating a substantial profit from their sales. Additionally, their net profit margin is 35%, indicating that Leafy Affair has been able to manage their expenses efficiently.

The retention rate of 12% suggests that Leafy Affair has been successful in retaining their customers, which is critical for building a sustainable business in the long run.

Finally, the startup's goal of becoming a 100 crore rupee business in the next five years demonstrates their ambition and confidence in their business model and product offerings.

JOURNEY IN SHARK TANKS INDIA

Leafy Affair had pitched for a 2.5% equity stake in exchange for an investment of 50 lakhs rupees on Shark Tank India. However, despite the promising sales and revenue figures of the startup, all the sharks decided not to invest due to scalability and competitive issues.
In conclusion, while Leafy Affair did not receive an investment offer from the sharks on Shark Tank India, the exposure and experience gained from the pitch can still have positive impacts on the startup's growth and development in the long run.