Gioia was founded in 2021, but its journey began 30 years ago, deeply rooted in the experience of crafting leather goods for some of the most esteemed luxury brands across the globe including Emporio Armani and Harrods.
Gioia blends timeless design, sustainability, and luxurious craftsmanship with customer insights to create bags that stand the test of time. Every piece is made in its own factories by expert artisans, using the finest full-grain leather from LWG-certified tanneries—offering unmatched durability and ethical sourcing.
The brand also uses cotton linings over polyester for a more luxurious finish – the reason why unlike other brands which tend to use lower-grade genuine or vegan leather, Gioia products age beautifully.
Product Development
Gioia closely tracks feedback and data to refine features and align with evolving consumer preferences. As consumer preferences shifting towards sustainability and conscious luxury, Gioia’s R&D team drives innovation, constantly experimenting with new materials and techniques, to ensure collections are both functional and artful, while being fresh and relevant.
Currently, the brand offers approximately 100 SKUs. It offers a wide range of leather handbags—crossbody bags, totes, as well as small leather goods like wallets and cardholders. The Anna Flapover Tote has its fastest-moving product, appreciated for its soft pebbled leather and functionality.
While the brand has noticed a growing interest in minimalist designs that offer versatility, it has also observed an exciting shift towards its tech accessories, including AirPod cases and laptop covers.
Additionally, there has been a growing interest in stationery, particularly notebooks and daily planners—accessories which Gioia creates with the same attention to detail and craftsmanship its handbags are known for.
Omnichannel Strategy
Gioia—which started as an online brand but has grown to retail on TataCLiQ Luxury, Nykaa, Ajio, and at NSCBI Airport—has developed a robust omnichannel strategy which offers a seamless experience across all touchpoints.
Customers can either experience immersive online shopping (replete with high-quality imagery, detailed product descriptions, and a smooth checkout process) or explore products in-store at the NSCBI Airport outlet with equal ease.
Meanwhile, social media channels like Instagram and Facebook, and personalised WhatsApp and email marketing keep the conversation going, giving customers exclusive offers and behind-the-scenes insights into Gioia’s craftsmanship while driving repeat purchases.
Innovation & Technology
Enabling Gioia’s omnichannel success are technologies that are driving leather goods retail in India including AI-driven personalised marketing through social media platforms and E-commerce optimisation tools for better conversion rates and seamless experience.
Diksha Bhatia, Co-founder & Creative Director, Gioia adds that AI and AR will play key roles in enabling customers to virtually try on products and get detailed views of craftsmanship. She says Blockchain technology will also work towards ensuring the authenticity and sustainability of materials used in luxury leather goods.
The Future
Gioia aims to work towards increasing its online presence and maintaining the exclusivity of the experience. Its expansion strategy involves a combination of targeted pop-up stores, premium partnerships, and strong digital marketing to cater to the growing luxury market in Tier I and beyond. The brand expects a 60% YOY growth over the next 2 years.
