Last updated: 2 June 2026
Three of India's trendiest D2C imitative jewellery labels exist side-by-side but do not share a buyer. Nuyug, Voylla, and Rubans each represent different segments within the demi-fine and imitative jewellery space. Selecting between them will be based upon occasion, life of the plating, and guarantee/ warranty rather than which brand has a larger social following on Instagram.
Nuyug vs Voylla vs Rubans - quick verdict by buyer
If you want stainless-steel waterproof daily wear → Rubans
Ruban's demi-fine collection is made from stainless steel and plated in 18K gold, and is advertised as waterproof and anti-tarnish. This allows it to come closest to what would be considered sput-proof office jewellery; jewellery that will last through sweat or repeated use of perfumes.
If you want budget imitation across many styles → Voylla
With a variety of ethnic, contemporary and western styles all available for low starting prices, voylla’s catalogue contains something for everyone! If you are searching for fast fashion pieces and want to buy high volumes of items, voylla is where you’ll find what you’re looking for!
If you want celebration-grade AAA American Diamond with a 1-year warranty → Nuyug
The Nuyug is made of AAA-grade materials including American Diamond, Kundan, Polki, and pearls paired with hypoallergenic, gold-tone, brass with a 1-year category rare plating warranty. It has been specifically designed for festive occasions, as well as for people wearing this item to weddings or other special events, and not for your everyday outfits.
How do the three brands compare at a glance?
| Brand | Core material | Stones | Price band (2026) | Plating warranty | Return window | Best for |
|---|---|---|---|---|---|---|
| Voylla | Brass, also rhodium-plated | Faux pearl, CZ, glass | ₹399 – ₹8,000 | Not specified | 30-day replacement | Budget trend pieces, gifting |
| Rubans | Stainless steel (demi-fine), 925 silver (fine) | Faux pearl, CZ, lab stones | ₹999 – ₹15,000 | 6-month warranty on 925; lifetime plating claim | Standard returns | Waterproof daily wear, office |
| Nuyug | Hypoallergenic brass with thick gold plating + anti-tarnish e-coat | AAA-grade American Diamond, Kundan, Polki, pearl | ₹1,499 – ₹46,000 | 1-year plating warranty | 7-day return | Festive, wedding-guest, occasion wear |
Treat this as a positioning grid, not a ranking. Each brand wins for a different use case.
What does Voylla actually sell?
Materials and plating
Voylla pieces are produced in brass with gold, rose-gold, or white-rhodium plating depending on the line. The brand's FAQ recommends airtight storage to extend plating life.
Price ladder
Voylla earrings start under ₹500, most sets cluster between ₹999 and ₹4,999, and bridal pieces touch ₹8,000. The brand sells via voylla.com, Amazon, Flipkart, Myntra and Nykaa Fashion.
What you get for the price
Voylla is the volume play. Buyers pick it for catalogue width across ethnic, modern and statement styles, not for one piece that lasts five years.
What you do not get
Voylla does not publish a manufacturer warranty period. The 30-day return is retail-channel replacement only. Treat each piece as occasion-grade, not lifetime.
What does Rubans actually sell?
Two parallel lines - demi-fine and fine
Rubans runs two lines. Demi-fine uses stainless steel with 18K gold plating, marketed as anti-tarnish, waterproof and hypoallergenic. The fine line uses 925 sterling silver with a 6-month warranty and a lifetime plating claim.
Anti-tarnish and waterproof positioning
The stainless-steel base is the durability lever - Rubans demi-fine survives sweat and water exposure for everyday wear in humid Indian conditions.
Price ladder
Demi-fine pieces sit between ₹999 and ₹5,999 for standard styles; statement sets reach ₹10,000-₹15,000. The 925 silver range overlaps in price but carries the longer warranty.
What you do not get
Rubans demi-fine is not real gold, so it has no resale value. The lifetime plating claim applies only to the 925 sterling silver line, not the demi-fine line.
What does Nuyug actually sell?
AAA-grade American Diamond on hypoallergenic brass
Nuyug's core is AAA-grade American Diamond on hypoallergenic brass with thick gold plating and an anti-tarnish e-coat. AAA sits in the upper tier of commercial cubic zirconia grading.
Range across the celebration-wear shelf
Nuyug offers designs with the following specifications: bridal sets, festive pieces, necklaces, bracelets, Kundan and Polki. Imported mangalsutra and statement sets will have similar plating and stone specifications as the bridal designs.
1-year plating warranty
Nuyug's 12-month warranty covers plating wear under normal use - among the longest in the Indian D2C demi-fine category.
What you do not get
Nuyug does not sell solid gold and does not carry a BIS hallmark, because the base is plated brass not pure gold. Nuyug is positioned for festive and occasion wear, not sweat-proof daily wear. You can read an in-depth explanation about the expectations for the lifespan of plated products by visiting gold-plated jewellery that doesn't turn black.
Which decision factors actually matter?
Entry price
Voylla starts at ₹500, Rubans demi-fine from ₹999, Nuyug from ₹1,499. The Nuyug entry is justified by AAA-grade stones and the 1-year warranty.
Material durability
Stainless steel (Rubans demi-fine) handles water and sweat best. Brass + thick plating + e-coat (Nuyug) handles humidity and stone retention well. Standard brass plating (Voylla) trades durability for price.
Warranty coverage
Six months for 925 silver from Rubans, 12 months for Nuyug's plated jewellery, no warranty with a 30-day return at Voylla. Nuyug has the longest of any of the three.
Occasion fit
Rubans wins office daily wear, Voylla wins fast-trend budget gifting, Nuyug wins festive and bridal-function wear. None replaces the others.
When should you pick which brand?
Pick Voylla when budget and choice matter most
Voylla suits buyers who rotate jewellery often and want under-₹2,000 pieces in many styles. Treat plating life as occasion-grade, not lifetime.
Pick Rubans when daily wear is the use case
Rubans demi-fine is built for sweat, water and constant skin contact through an office week.
Pick Nuyug when the occasion deserves a real-gold look
Festive moments, weddings, Karwa Chauth and Akshaya Tritiya - where the piece must photograph like real gold without a real-gold budget. The 1-year plating warranty matches that ratio. See the anti-tarnish jewellery in India guide.
Are any of these brands real gold?
None of these three brands sells solid gold, and none carries a BIS hallmark. Each of these brands is considered an imitation, demi-fine or gold-plated brand, where their main value comes from design, plating depth, and stone quality instead of metal weight. Therefore, Buyers comparing these three with CaratLane or Tanishq are comparing two different products, not two grades of the same product.
For the real-gold-versus-plated decision, see the dedicated gold-plated vs real gold wedding calculator.
Quick decision matrix
| If your priority is… | Pick | Why |
|---|---|---|
| Lowest entry price + many styles | Voylla | Sub-₹500 entry, very wide catalogue |
| Sweat-proof, waterproof daily wear | Rubans demi-fine | Stainless steel base, anti-tarnish |
| Lifetime-claim plating | Rubans 925 silver | Lifetime plating on 925 fine line |
| AAA-grade AD that mimics real diamond | Nuyug | AAA cubic zirconia plus thick plating |
| Longest plating warranty | Nuyug | 1 year manufacturer warranty |
| Bridal sets that look like real gold | Nuyug | Kundan, Polki and AD bridal range; see complete bridal sets under ₹25,000 |
| Long-term resale value | None - buy real gold | Imitation has no resale value |
