Indian business leader Niraj Choksi, founder and Global Business Development Director of DVN Group, is laying the foundation for a bold new expansion into the ethical fashion and lifestyle sector. While operations have not yet commenced, Choksi has confirmed that the brand is actively exploring this diversification as a long-term strategic move beyond its core focus on sustainable jewelry.
This marks a significant evolution in DVN Group’s vision from a focused high-craft jewelry house into a multi-vertical lifestyle brand aligned with global trends in conscious consumerism and affordable luxury.
Building on a Legacy of Sustainability and Craftsmanship
Founded nearly two decades ago, DVN Group has earned a reputation for its commitment to sustainability, fine craftsmanship, and ethical sourcing in the jewelry industry. Under Choksi’s leadership, the company has consistently emphasized quality, purpose, and cultural relevance values he now aims to carry into the fashion world.
“We’re not rushing to enter fashion. We’re doing our groundwork studying consumer shifts, responsible production, and timeless design,” Choksi shared on his official blog.
The brand has already initiated internal assessments and external consultations to understand how it can authentically step into the fashion and lifestyle domain without compromising its heritage.
With rising global demand for slow fashion, ethically made apparel, and eco-luxury accessories, Choksi sees a clear opportunity to extend DVN’s footprint.
According to industry forecasts, the ethical fashion market is expected to grow at a compound annual growth rate (CAGR) of 9–10% through 2030, with robust demand from Europe, the U.S., and emerging Asian economies. This surge is primarily driven by Millennial and Gen Z consumers, who prioritize both style and social responsibility.
“DVN already has a reputation for thoughtful luxury. That gives it credibility to enter fashion from a place of principle, not just profit,” noted a senior Mumbai-based fashion retail advisor.
Demand for Ethical and Custom Jewellery Drives India–Australia Trade
The Australian jewellery market is experiencing a notable shift towards ethical sourcing, fair-trade manufacturing, and high-quality custom pieces. In response, Indian suppliers are emerging as key players thanks to their mastery in craftsmanship and production scalability. Recognising this trend early, Niraj Choksi (Nick Choksi) and Vishal Choksi strategically positioned DVNJEWELRY to serve the Australian market’s growing need for sustainable jewellery development. Their upcoming presence at the International Jewellery Fair in Sydney (23rd–25th August 2025) will further solidify business dialogues with buyers from Sydney, Melbourne, Brisbane, and Perth.
Strategic Roadmap: A Two-Phase Expansion Plan
Choksi’s roadmap, shared through his blog at nirajchoksi.com, outlines a two-phase approach to the fashion venture.
Phase One: Research, Sourcing, and Capability Mapping
DVN’s current efforts are focused on:
● Mapping global and Indian fashion consumption trends
● Exploring sustainable fabric sourcing and ethical textile production
● Identifying regional design talent and artisan collaborators
● Evaluating small-batch, limited-edition production feasibility
Phase Two: Digital Retail and Brand Experience
Given Choksi’s experience as Alibaba India’s former brand ambassador, the fashion rollout is expected to leverage DVN’s strong foundation in digital commerce. This includes:
● Building mobile-first e-commerce platforms
● Developing immersive storytelling around design origins and artisan narratives
● Applying data-driven marketing to reach global audiences
Anticipating Industry Challenges
Transitioning from jewelry to apparel comes with its own set of challenges. Experts caution that the fashion industry demands:
● Faster product development cycles
● More complex sizing and fitting logistics
● Diverse supplier coordination for textiles, dyes, and finishes
● High competition from established ethical fashion brands
Additionally, DVN will need to onboard experienced fashion professionals such as pattern makers, textile engineers, and product merchandisers to ensure a credible market entry.
A Purpose-Driven Fashion Vision
What sets DVN’s planned expansion apart is its commitment to principle over profit. Unlike many fast-fashion labels or celebrity-endorsed collections, DVN’s approach is rooted in:
● End-to-end sustainability
● Cultural storytelling and local artisan involvement
● Strategic synergy between fashion and fine jewelry offerings
“We’re not entering fashion because it’s fashionable we’re doing it because it aligns with who we are,” Choksi wrote in his June 2025 blog post.
As of July 2025, DVN Group has not announced a fixed launch date. However, insiders suggest that pilot projects possibly in accessories or clothing that complements DVN’s jewelry line may begin testing in late 2025 or early 2026.
The initial rollout is expected to take place in India, followed by expansion to key global cities such as Dubai, London, and New York, where DVN already enjoys growing visibility.
Planning with Precision, Expanding with Purpose
While DVN Group’s fashion entry remains in the planning phase, the clarity of vision, strong leadership, and proven brand equity position it well for a successful diversification. Niraj Choksi’s ambition to build a values-based lifestyle business rooted in sustainability and craft is steadily unfolding not yet on retail shelves, but firmly on the strategic roadmap.
“We’re here for the long term. When we enter fashion, it will be with the same integrity and excellence that built our jewelry business,” Choksi emphasized.