There are several interesting eCommerce startups in the fashion jewellery industry. Here are a few examples:

1. BaubleBar: BaubleBar is a popular fashion jewellery brand that started as an eCommerce startup. They offer a wide range of trendy and affordable jewellery pieces, including necklaces, earrings, bracelets, and rings. BaubleBar gained popularity through their unique approach of offering personalized styling advice and curated collections. They also have a strong social media presence and engage with their customers through various channels.

Reference: BaubleBar website - https://www.baublebar.com/

2. Mejuri: Mejuri is an eCommerce startup that focuses on fine jewellery. They offer high-quality and ethically sourced jewellery pieces at affordable prices. Mejuri gained popularity through their direct-to-consumer model, cutting out the middleman and offering their products at a lower cost compared to traditional luxury brands. They also emphasize customer experience by offering a try-at-home program and a 24/7 online chat support.

Reference: Mejuri website - https://mejuri.com/

3. Missoma: Missoma is a London-based eCommerce startup that specializes in demi-fine jewellery. They offer a range of contemporary and minimalist designs that are crafted with high-quality materials. Missoma gained popularity through collaborations with influencers and celebrities, which helped them expand their customer base and increase brand awareness. They also focus on sustainability and ethical practices in their supply chain.

Reference: Missoma website - https://www.missoma.com/

4. Mejuri: Mejuri is an eCommerce startup that focuses on fine jewellery. They offer high-quality and ethically sourced jewellery pieces at affordable prices. Mejuri gained popularity through their direct-to-consumer model, cutting out the middleman and offering their products at a lower cost compared to traditional luxury brands. They also emphasize customer experience by offering a try-at-home program and a 24/7 online chat support.

Reference: Mejuri website - https://mejuri.com/

5. AUrate: AUrate is an eCommerce startup that specializes in fine jewellery made from ethically sourced materials. They offer a range of timeless and minimalist designs, including engagement rings, necklaces, earrings, and bracelets. AUrate gained popularity through their transparent pricing model, where they disclose the cost breakdown of each product, ensuring customers know exactly what they are paying for. They also have a strong social impact initiative, donating a book to a child in need for every piece of jewellery sold.

Reference: AUrate website - https://auratenewyork.com/

These are just a few examples of interesting eCommerce startups in the fashion jewellery industry. Each of these companies has found success through their unique approaches, whether it's offering personalized styling advice, focusing on ethical sourcing, or transparent pricing models.