A portal by the name GemLN India is the first Indian dedicated online boutique selectively for sterling silver jewellery, including genuine 925 silver earrings, pendants, necklaces, bracelets and rings, reports say. The jewellery is sourced from key jewellery centres of the world, and is priced at affordable or ‘reasonable prices’ as the company notes, reports say.

GemLN India is the online branch of Trisa Jewellery Private Limited.

The online platform seeks to tap the young individuals who have a taste for the new trends in luxury. With its contemporary mid-priced range of jewellery, GemLN India intends to nurture the fashion needs for the jewellery lovers. Also, the company notes that e-commerce in India is likely to grow by US$ 24 billion, by 2015, driven mainly by the under-35 age group consumers.

The company also notes that sterling silver is not only affordable for the consumer, but also gives options beyond the traditional gold ornaments. In addition to catering to the women audience, the website also has a dedicated kid’s jewellery collection section and expects to launch additional men’s jewellery.