Normak Fashions Ltd, a Hyderabad-based manufacturer and exporter of fashion jewellery, plans a major expansion of its retail outlets over the next year.

Unveiling a new range called Scarlet-2015 here on Thursday, Normak Managing Director Gusti Noria said: “After more than two decades of business and a strong presence in the southern and western part of the country, we are looking at the next phase of growth.” The Scarlet range comes with colourful crystals and pearls.

Estelle is currently retailed through 10 exclusive showrooms, over 150 large-format stores such as Shoppers Stop and Lifestyle, and over 1,000 high-end women’s product centric stores across the country. It is also available online via Myntra, Jabong, Amazon, Snapdeal and Flipkart.

“Normak is gearing up to import other types of jewellery and accessories too to expand the range and presence and hire people as we set out to add 100 standalone stores,” said Noria.

Established with a Canadian collaborator in 1989, Estelle originally catered mainly to exports, targeting Europe and North America. The company’s two manufacturing facilities have an installed capacity of 1 million units a month. This can be enhanced to 5 million units.

“As we plan to expand our presence, we are also scouting for partners to take the company to the next level,” Noria said. This is aimed to increase capacity and range with newer machines and processes.

Estelle has been endorsed by celebrities such as Shymolie Verma, Aditi Gowarikar and Katrina Kaif.

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