Jewellery brand Astella eyes two million pounds in sales, targets expansion into Manchester

UK-based ethical jewellery brand Astella is approaching two million pounds in annual sales. Founder Sunny Pal is preparing to expand the business beyond its Birmingham base with a new store opening in Manchester.

The company generates approximately 160,000 pounds a month, placing it on track to reach 1.90 million pounds in annual sales. What began as an engagement ring concept has expanded into a broader line, offering rings, earrings, necklaces, bracelets and bespoke items across mens and womenswear.

Growth and retail development

Pal founded Astella at age 22, growing the venture from a start-up in the Jewellery Quarter into a multi-location enterprise. The brand operates two brick-and-mortar locations in Birmingham, including a flagship site at 35 Frederick Street. Pal renovated the location, which previously housed a Barclays Bank branch.

The planned Manchester store marks the company's third retail space and its first footprint outside Birmingham. Personalisation forms a key part of the retail strategy, with engagement, wedding and bespoke orders generating a significant share of revenue. The retailer works with natural and laboratory-grown diamonds, gemstones and precious metals.

"I didn't just want to build another jewellery shop," said Pal. "I wanted to build a British luxury and ethical jewellery brand that was accessible to everyone, where bespoke was possible without the price of luxury feeling unreachable."

International and future targets

Astella projects its turnover to more than double by 2027. To support brand awareness, the business has engaged in high-profile events, including showcasing at the 2025 Cannes Film Festival and partnering with film productions.

Following the Manchester opening, Pal plans to expand internationally into the US and UAE markets. Longer-term strategy includes opening a store in Beverly Hills, entering brand partnerships and participating in international fashion weeks.