QWEEN, a luxury jewellery brand backed by Rosy Blue and Kashikey, has opened its first experiential retail store at Aditya Ancora, Sector 50, Noida, on October 26, 2026. The approximately 4,500 sq. ft. store introduces a self-discovery-led shopping format centred on natural gemstones and diamonds.

The store features more than 3,000 designs across over 16 collections, developed through in-house design. Its retail concept organises jewellery discovery around five consumer personas: Party Girl, Own My Runway, Untamed in Love, I Want It All and Femininity Reclaimed. The QWEEN Access Card allows customers to unlock jewellery counters and browse independently.

The store also includes a Gemstone Experience Centre, where customers can examine gemstones from their rough form to the finished stone and compare different qualities, colours and craftsmanship. A Diamond Experience Centre presents the natural diamond journey from rough to polished, supported by educational displays, the DiamondIQ Meter™ and a Hearts & Arrows Viewer.

A dedicated DIY Zone enables customers to customise rings by selecting different shanks, crowns and centre stones before production. The brand has also incorporated three design signatures across its creations: an Orange Sapphire set behind each piece, an apostrophe inspired by its logo, and a scallop motif. Each in-house creation is accompanied by information on its design, craftsmanship, brand signatures and related trivia.

“The launch of our first store in Noida marks a defining milestone in QWEEN's journey to redefine jewellery retail in India,” said Amit Kumar, Co-founder and CEO, QWEEN. He added that the format places women at the centre of the shopping experience through persona-led discovery, transparency and natural gemstones and diamonds.

Suyash Motarwar, Co-founder and CTPO, QWEEN, said technology supports consumer choice by connecting physical products with accessible information and enabling customers to explore jewellery across physical and digital touchpoints.

The brand plans to expand to Delhi and Bengaluru over the next three months. In addition to Rosy Blue and Kashikey, QWEEN has strategic investors Aamir Khan and Ranbir Kapoor.