This S’porean worked 3 jobs to fund her jewellery biz, now it fully occupies 3 storeys

Vidhi Modi has always had a knack for business.

At just seven years old, she was already selling garam masala-flavoured popcorn and handmade bookmarks to her classmates to earn extra pocket money.

By 16, she had launched a dropshipping business, followed by her own apparel and candle brands. While these early ventures didn’t take off, they didn’t dampen her drive—instead, they fueled her hunger to keep going, eventually leading her to jewellery.

In 2020, with just S$500 in savings from juggling three part-time jobs while pursuing a university degree, Vidhi started XVXII Jewellery from her bedroom, launching through a website she built on Wix.

What started as a side project has now grown into a full-fledged business, occupying a three-storey building at Haji Lane.

“We sold out within a month”

When Vidhi, now 25, first started XVXII Jewellery, she shared that she had little expectation of where the brand would go.

“I thought I might get one or two sales, but to my surprise, we sold out within a month,” she shared.

The brand initially focused on Indian-inspired jewellery, sourcing pieces from India to sell in Singapore.

However, Vidhi soon came to realise that demand in Singapore was “seasonal,” and sustaining the business solely on Desi jewellery would be “difficult” in the local market.

“That led me to explore Western jewellery, which allowed us to cater to a broader local audience,” she added.

As customer demand grew, she also brought in men’s jewellery, working with global manufacturers, primarily Hong Kong-based factories, to produce the brand’s offerings.

By 2021, Vidhi had rebranded XVXII Jewellery as a “100% waterproof and tarnish-free jewellery brand.” “That shift marked a turning point for the business, and we haven’t looked back since,” she added.

Following the rebrand, she opened an outlet at Haji Lane the same year, signing a lease for a ground-floor unit.

But what drove her to establish a physical presence, especially when local and even international brands were closing their doors at that time due to the COVID-19 pandemic?

From pop-ups to a permanent space

When XVXII Jewellery first started, online shopping was the norm, but as pandemic restrictions eased, Vidhi saw an opportunity to expand the brand’s reach through pop-up booths, allowing customers to experience her pieces firsthand before purchasing.

The brand made its pop-up debut in March 2021 at Violet Fair, an event that showcased female-owned local brands in conjunction with International Women’s Day, where it “garnered high sales and more [social media] followers.”

She also held a one-day pop-up at a small lash studio in Chinatown, where the brand paid a rental fee of S$70. “I was hesitant about whether we would even make that amount back, but to my surprise, nearly 20 customers visited,” she shared.

Encouraged by the turnout, she took a bigger leap and rented a pushcart at Paya Lebar Quarter Mall for a week in June 2021—and the business had managed to successfully generate S$10,000 in sales, according to Vidhi.

That success reinforced the importance of physical retail, so after that, I began searching for a permanent retail space. One night, while at Haji Lane, I noticed a “For Rent” sign on a ground-floor unit—after negotiations, I took the leap and signed the lease.

However, opening a physical outlet came with its own set of challenges. The retail lease required a security deposit of S$4,500, but Vidhi only had S$2,000 saved from her sales, so she turned to her parents for a loan. 

With her remaining savings, she had to be resourceful and “budget carefully” for inventory, furniture, and flooring.

“We cut costs wherever possible—the flooring was a Shopee sticker that my dad and I painstakingly laid down strip by strip over five hours. The furniture was from IKEA, as it was the most affordable option for display racks.”

After drawing over 20,000 customers since opening, the business has recently made the decision to move out and expand into a three-storey building at the entrance of Haji Lane, with the entire space now dedicated to the brand.

The brand opened the doors to its new location on March 8, 2025.

Opening more outlets

At XVXII’s new store, you’ll find over 500 jewellery variants to choose from, and you can even personalise your own accessories with charms.

Most recently, the brand has started offering jewellery workshops, which have since become a “core part” of its offerings.

According to Vidhi, the business receives an average of 25 to 30 bookings per month and also accommodates large private events every two to three months—their largest workshop to date hosted about 120 participants.

Looking forward, Vidhi plans to open two more permanent retail outlets in Singapore by the end of 2025 or mid-2026.

In the long term, we aim to expand internationally, with plans to establish either an e-commerce presence or a physical store in Bali or Sydney.

Featured Image Credit: XVXII Jewellery