Aarnora Jewels has launched its first flagship showroom in Secunderabad, Hyderabad, on April 21, 2026. The store was inaugurated by actor Nidhhi Agerwal, marking the brand’s entry into the city’s jewellery retail market.

The showroom is located near Paradise Circle, a key jewellery retail hub in Secunderabad. The launch event saw attendance from guests and industry stakeholders, with the actress unveiling the store and interacting with attendees.

Aarnora Jewels operates in the 92.5 fine silver jewellery segment, positioning its offering as an alternative to gold amid rising prices. The brand’s portfolio includes designs for both everyday wear and occasion-based consumption, spanning traditional temple-inspired styles and contemporary pieces. Products are crafted in 92.5 silver and include finishes such as gold plating and the use of stones.

Founder Saahil Guptaa stated that the brand is built on the belief that jewellery should be worn daily, with silver positioned as a practical category for regular use. The company aims to cater to consumers seeking value-driven purchases without compromising on design.

A key feature of the offering is a 77% assured exchange policy on silver jewellery, aimed at providing resale value and flexibility. The store follows an MRP-based pricing model with no additional charges.

The brand is backed by SGBL Group, which has presence across jewellery, fashion, electronics, and FMCG segments. With Hyderabad as its launch market, Aarnora plans to expand within the value jewellery segment, focusing on affordability, design, and everyday wearability.