Aurya Diamonds has opened a new experiential retail store in Koramangala, Bengaluru, expanding its physical presence with a customer-focused format centred on lab-grown diamond jewellery and transparent shopping experiences.

The Kothari Group has entered India’s retail jewellery segment with the launch of laboratory-grown diamond brand Keemti Jewels and its first flagship store in Mumbai, supported by an omnichannel strategy.

Treasures by Tiara has launched a flagship store and The Treasures Café in Mumbai’s Cumballa Hill, introducing an experience-led retail format that combines jewellery discovery with hospitality and customer engagement.

Challani Jewellery Mart inaugurated its new flagship showroom in Puducherry on May 29, 2026, expanding its retail presence with a three-floor jewellery destination and announcing Raashi Khanna as brand ambassador.

Kirtilals has introduced a Signature Lounge at its Crosscut Road store in Coimbatore, alongside its Single Edition collection, offering a dedicated space for personalized jewellery consultations and exclusive product presentations.

Jaipur-based jewellery manufacturer Brij will present its D Standard collection at JCK Las Vegas 2026, combining flexible Nitinol technology with natural diamond jewellery to strengthen its international market positioning.

As jewellery consumers become more informed and cautious, retailers are increasingly facing delayed purchase decisions driven by friction in trust, storytelling, pricing clarity, customer engagement, and overall buying experience.

Jos Alukkas launched a platinum jewellery campaign featuring Dulquer Salmaan on May 15, promoting men’s and contemporary platinum jewellery collections across India and international markets through digital, print and in-store activations.

Jewels by Queenie and Treasures by Tiara have launched a concept jewellery and café retail space on Mumbai’s Peddar Road, combining experiential jewellery retail with hospitality and design-led merchandising.

Statement diamonds, sculptural brooches, layered gemstones, and expressive menswear jewellery emerged as the defining visual language of luxury at Met Gala 2026, discovers Khursheed Mistry.

Vummidi Bangaru Jewellers has opened a 14,000 sq. ft. flagship showroom in Chennai’s Anna Salai, introducing a multi-format retail concept while outlining expansion plans across India and the United States.

Sennes, from Senco Gold & Diamonds, opened its first Delhi store on April 28, 2026, at DLF Midtown Plaza, Moti Nagar, expanding its retail network and product categories including lab-grown diamonds, perfumes and leather goods.

Forevermark is doubling down on India as a cornerstone of its global growth strategy, blending aggressive retail expansion with a renewed focus on natural diamonds, younger consumers, and omnichannel excellence, says Mallikarjuna Reddy Yarabolu, Managing Director, Forevermark, De Beers India, in a conversation with Dhwani Rathod.

Jewellery retailers across India face rising dead inventory levels, with 30–40% unsold stock locking capital, driven by changing consumer preferences, rising gold prices, and slower movement of traditional designs.