Aisshpra Gems & Jewels opened four franchise showrooms in Bahraich, Bettiah, Lucknow and Mirzapur on October 23, 2026, taking its operational network from 16 to 20 stores. The Gorakhpur-based jewellery retailer aims to expand to 30 stores by March 2028, with three additional showrooms currently under construction.

Each of the four new showrooms measures approximately 3,000 sq. ft., adding around 12,000 sq. ft. to the company’s retail footprint, which now exceeds 90,000 sq. ft. The Bettiah showroom marks the brand’s entry into Bihar, with Siwan and Gopalganj identified as potential expansion markets. The Lucknow opening takes its presence in the city to three showrooms.

All four locations feature a dedicated store-in-store format for Jewel Story, Aisshpra’s lifestyle jewellery brand. The concept targets teenagers, young adults and consumers up to around 40 years of age, offering lightweight, contemporary jewellery in 9KT to 22KT gold. The range is positioned for everyday wear alongside the retailer’s traditional, bridal and occasion-wear collections.

The inaugurations were attended by actor Mouni Roy in Lucknow, Adah Sharma in Bahraich and Ayesha Khan in Mirzapur. The Bettiah showroom was inaugurated in the presence of local dignitaries.

Founded in Gorakhpur in 1940, Aisshpra Gems & Jewels offers gold, diamond and silver jewellery. Its expansion strategy combines franchise-led retail growth with the development of lifestyle jewellery offerings aimed at younger consumers.