QWEEN, India’s first self-discovery experiential luxury jewellery brand, backed by Rosy Blue and Kashikey, has launched its first experiential store in Noida. The store introduces a women-first retail format centred on self-discovery, persona-led shopping, natural gemstones, diamonds and transparent craftsmanship.
Quick Summary
- QWEEN has launched its first experiential luxury jewellery store in Noida.
- The approximately 4,500 sq. ft. store is located at Aditya Ancora, Sector 50, Noida.
- The store features more than 3,000 designs across 16+ collections of natural gemstones and diamonds.
- Its five shopping personas allow customers to explore jewellery according to personality and mood.
- The Gemstone Experience Centre and Diamond Experience Centre highlight quality, craftsmanship and transparency.
- The DIY Zone enables customers to personalise rings before they are crafted.
- Backed by Rosy Blue and Kashikey, with strategic investors Aamir Khan and Ranbir Kapoor, QWEEN plans to expand to Delhi and Bengaluru over the next three months.
QWEEN Makes Its Retail Debut in Noida
QWEEN, India’s first self-discovery experiential luxury jewellery brand, backed by Rosy Blue and Kashikey, today announced the launch of its first experiential store in Noida, marking the brand’s retail debut. More than a jewellery store, it introduces an experiential retail philosophy that reimagines jewellery discovery.
Reimagining Traditional Jewellery Retail
While the lifestyle category has evolved with changing consumer expectations, jewellery retail has remained stuck in a primitive era of glass counters, product-led selling and budget-first conversations, making the experience transactional and intimidating. QWEEN challenges that model with an invitational retail format that puts the woman, not the product, at the centre of the journey.
A Clubhouse Designed Around Self-Discovery
Located at Aditya Ancora, Sector 50, Noida, the approximately 4,500 sq. ft. store has been conceived as QWEEN’s Clubhouse, introducing the QWEEN Access Card, enabling women to unlock jewellery counters and browse independently at their own pace. Replacing traditional product-led retail, the store introduces persona-led shopping through five distinct personas – Party Girl, Own My Runway, Untamed in Love, I Want It All and Femininity Reclaimed , allowing personality and mood, not product categories, to shape discovery.
3,000+ Designs Across 16+ Collections
The store houses more than 3,000 designs across 16+ collections, crafted exclusively in 100% natural gemstones and diamonds. At a time when the category’s growing FMCG-fication and reliance on common vendor networks have led to increasing design sameness, QWEEN has taken the opposite approach by investing in original in-house design, creating proprietary design signatures that make every creation unmistakably QWEEN.
Three Signature Elements Define QWEEN’s Identity
Every QWEEN creation is distinguished by three signature brand elements: the Orange Sapphire, set behind every piece as a reflection of the brand’s identity; the Apostrophe, inspired by the QWEEN logo and its philosophy of reclaiming the pejorative labels often associated with women; and the Scallop, a design element that appears across collections.
Four Stories Behind Every Creation
Beyond design, every in-house creation is anchored in four stories: the Design Story, the Craftsmanship Story, the QWEEN Signature Story, and a Trivia Story, offering deeper insight into the inspiration, craftsmanship, and signature details behind every creation.
Gemstone Experience Centre Highlights Quality and Craftsmanship
The store also features a Gemstone Experience Centre, where consumers explore a gemstone’s journey from its natural rough form to QWEEN’s final polished gemstone, alongside commercially available market-grade stones, allowing consumers to compare quality, colour, and craftsmanship.
Diamond Experience Centre Showcases the Mine to Marvel™ Journey
The Diamond Experience Centre showcases the complete Mine to Marvel™ journey through physical displays of natural diamonds at every stage, from a rough to a polished diamond, bringing the transformation to life. Informative content, together with the DiamondIQ Meter™ and Hearts & Arrows Viewer, demonstrates the authenticity, performance and precision behind every QWEEN Natural Diamond.
DIY Zone Enables Personalised Ring Design
The DIY Zone allows consumers to personalise their ring by pairing different shanks, crowns and centre stones before it is crafted, making customisation an integral part of the discovery experience.
Amit Kumar on Redefining Jewellery Retail
Speaking on the launch, Amit Kumar, Co-founder and CEO, QWEEN, said:
“The launch of our first store in Noida marks a defining milestone in QWEEN’s journey to redefine jewellery retail in India. For decades, the industry has largely expected women to fit into its conventions. QWEEN was born to challenge that thinking by creating a brand where the experience begins not with a product, but with the woman herself. Our first store is the physical expression of that philosophy, bringing together self-discovery, complete transparency and 100% natural gemstones and diamonds through an experiential retail journey, where women are no longer mannequins for jewellery, but choose jewellery that expresses who they are.
From persona-led shopping to dedicated spaces celebrating craftsmanship and storytelling, every touchpoint has been designed to reimagine how jewellery is discovered and experienced. As we expand across India, our ambition is not simply to open stores, but to establish a new benchmark for jewellery retail.”
Suyash Motarwar on Technology and Consumer Agency
Speaking on the role of technology in shaping the retail journey, Suyash Motarwar, Co-founder and CTPO, QWEEN, said:
“At QWEEN, technology has been designed as an invisible enabler of consumer agency. It connects the physical product with transparent information and allows every woman to move through the store in the way that feels most natural to her. Our focus is on removing friction from discovery through transparent, readily accessible information and ensuring that the experience can continue seamlessly across physical and digital touchpoints. The result is a luxury environment that retains the warmth of human interaction while giving consumers far greater control over how they explore and decide.”
QWEEN Plans Expansion to Delhi and Bengaluru
The Noida launch marks the beginning of QWEEN’s next phase of retail expansion. Backed by Rosy Blue and Kashikey, alongside strategic investors Aamir Khan and Ranbir Kapoor, the brand plans to expand to Delhi and Bengaluru over the next three months as it scales its women-first, self-discovery experiential luxury jewellery format across India.
About QWEEN
QWEEN is India’s first self-discovery, 100% natural, experiential luxury jewellery brand, redefining jewellery shopping for the modern Indian woman by replacing intimidation with the joy of exploration. Through accessible open displays, 100% natural gemstones and diamonds across 16+ collections and 3,000+ SKUs, and complete Mine to Marvel™ transparency, the brand challenges antiquated industry norms that have long kept jewellery occasion-bound and restricted behind glass counters. Backed by Rosy Blue and Kashikey, alongside strategic investors Aamir Khan and Ranbir Kapoor, QWEEN is building a culturally relevant luxury universe rooted in trust, self-expression, discovery, and the evolving identity of the modern Indian woman.
FAQs
What is QWEEN?
QWEEN is India’s first self-discovery experiential luxury jewellery brand, backed by Rosy Blue and Kashikey, focused on natural gemstones, diamonds and women-first retail experiences.
Where is QWEEN’s first store located?
QWEEN’s first store is located at Aditya Ancora, Sector 50, Noida.
What makes QWEEN’s jewellery shopping experience different?
QWEEN introduces persona-led shopping, a QWEEN Access Card, open displays and interactive experience zones that allow women to explore jewellery independently.
How many designs and collections does QWEEN offer?
The store houses more than 3,000 designs across 16+ collections, crafted exclusively in 100% natural gemstones and diamonds.
What is the Mine to Marvel™ experience at QWEEN?
The Mine to Marvel™ experience showcases the transformation of natural diamonds from rough to polished form, supported by informative content, the DiamondIQ Meter™ and Hearts & Arrows Viewer.
Can customers customise rings at QWEEN?
Yes. The DIY Zone allows customers to pair different shanks, crowns and centre stones to personalise their rings before they are crafted.
Which cities will QWEEN expand to next?
QWEEN plans to expand to Delhi and Bengaluru over the next three months.
Source: SVAR Media Network
About SVAR Media Network – India’s Best Source for Jewellery News, Magazines, Newsletters and Media
SVAR Media Network is India’s No. 1 Destination for Jewellery News, setting the gold standard in timely, trusted, & trend-driven coverage across the Gems & Jewellery industry. As the Most Followed Jewellery Magazine & Media House in India, SVAR delivers Daily Jewellery News India Updates, market insights, & global developments through its platforms like Jewellery Magazine, Newsletters, AI Powered News Bulletins, Website, Social Media, Podcasts, & much more.
Recognized as Asia’s one of the Best Media in Jewellery & one of the World’s Best Jewellery Media, SVAR Media Network sets Unparalleled Standards in the Gems & Jewellery industry. SVAR is the Most Trusted & Widely Read Voice in the Gems & Jewellery Community.
Renowned as India’s Best Jewellery Magazine & Leading Jewellery Media, SVAR blends legacy with cutting-edge innovation by delivering:
- Best in class Jewellery Magazine for the Gems & Jewellery Industry & Jewellery Enthusiasts
- Real-time AI-Powered Jewellery News via SVARA AI, the World’s First AI Anchor in Fashion, Gems & Jewellery Industry
- India’s One of the First Gems & Jewellery Podcasts
- Digital Jewellery Newsletters for professionals and enthusiasts
- ISO 9001:2015 Certification, the first in the jewellery-media sector, proving our commitment to excellence
- Asia’s First & World’s Second Meta Verified Jewellery Media Brand
Ranked #1 among the Top 5 Gems & Jewellery News Websites, Top 10 Jewellery Magazines in India, & Most Influential Jewellery Media Brands, SVAR Media Network is your Trusted Source for Accurate, Fast, & Future-Focused Jewellery News.
SVAR Media Network is India’s No 1 Digital Media in Jewellery Industry & continues to be the Leading Jewellery Magazine & a Global Leader in Jewellery Media. SVAR Media Network offers a diverse range of services, including: Monthly Magazines, Digital Newsletters, Al-Driven News Bulletins, Social Media Promotions, Website Blogs & Articles, WhatsApp Updates, Podcasts & more…
Whether you seek updates on New Launches, Trade Shows, Celebrity Campaigns, Trends or Market Movements, SVAR is the Authority in Jewellery News India & beyond.
Explore the World of Gems & Jewellery with SVAR Media Network — Your Best Source for Trusted, Trend-Setting Jewellery News & Media, Updates, Podcasts & more…
