QWEEN Taps Global Firm to Redefine India's Jewellery Retail Experience

BANGALORE, India – January 30, 2026 – A significant shift is underway in India's lucrative jewellery market as luxury brand QWEEN announces a strategic partnership with the renowned London-based design studio, Dalziel & Pow. The collaboration aims to dismantle the traditional, often intimidating, jewellery buying experience and introduce a new era of experiential retail, with the first stores slated to open in Bangalore and Delhi in March 2026.

This move marks Dalziel & Pow's first venture into India's jewellery sector, bringing a global perspective on consumer engagement to a category steeped in tradition. The partnership signals a deliberate effort by QWEEN to move beyond the transactional model of glass counters and high-pressure sales, instead creating large-format, immersive spaces designed for self-discovery and personal expression.

A New Philosophy for Jewellery Shopping

For decades, the Indian jewellery retail experience has remained largely unchanged: items secured behind glass, transactions driven by occasion, and an atmosphere that can feel prohibitive for casual browsing. QWEEN, a brand positioning itself around "self-discovery" and "100% natural" gemstones, is directly challenging this status quo.

"The jewellery industry, while celebrated, had settled into a comfortable predictability and remained stuck behind glass counters. And we wanted to change that," said Amit Kumar, CEO & Co-Founder of QWEEN. The brand's vision is to create invitational environments where consumers, particularly women, feel empowered to explore without judgment. "Together, we are building discovery-led retail environments that prioritise self-discovery, individuality, and confidence, allowing women to engage with jewellery as a form of self-expression, rather than occasion."

The planned stores, spanning an expansive 5,000 to 6,000 square feet, will house QWEEN's extensive portfolio of over 3,000 unique designs across more than 20 collections. The core concept revolutionizes merchandising by organizing jewellery not by metal type, but by mood, encouraging customers to treat the space as their "personal playground." This approach reframes jewellery from a mere marker of an event to an extension of personal identity.

Dalziel & Pow, the firm tasked with conceptualizing this vision, is known for rethinking static retail categories. "What drew us to QWEEN was the brand's clarity of purpose and cultural relevance," stated Tim Gravelling, Creative Director at Dalziel & Pow. "They wanted to change how the jewellery retail culture was built around intimidation, occasion, and inherited rules rather than personal choice."

Tapping into a Market Ripe for Disruption

QWEEN's ambitious retail strategy enters a robust and rapidly evolving Indian jewellery market, valued at approximately USD 90 billion in 2023 and projected to grow at a double-digit CAGR. While dominated by established giants like Tanishq and Malabar Gold & Diamonds, the sector is experiencing significant shifts. The share of organized retail has surged from just 2% in 2000 to over 35% today, indicating a consumer preference for branded experiences, authenticity, and quality service.

Growth is being fueled by rising disposable incomes and, crucially, changing consumer attitudes. There is a growing demand for diamond and gemstone jewellery, moving beyond the traditional focus on gold. More importantly, a new generation of financially independent women is seeking jewellery for daily wear and personal expression, not just for weddings and festivals. This is the exact demographic QWEEN aims to capture with its "shop by mood" philosophy and focus on natural gemstones.

By addressing the well-known pain point of intimidation in traditional stores, QWEEN and Dalziel & Pow are betting that a more welcoming, experiential model is what the modern Indian consumer desires. This focus on the shopping journey itself, rather than just the final product, represents a key differentiator in a crowded marketplace.

The Synergy of Global Design and Local Execution

Bringing a globally-conceived retail concept to life requires nuanced local expertise. To bridge this gap, QWEEN has enlisted Four Dimensions, a leading Indian retail design and execution consultancy, to serve as its on-ground partner. This three-way collaboration is designed to ensure that Dalziel & Pow's innovative vision is translated into meticulously crafted and culturally relevant physical spaces.

Dalziel & Pow brings a formidable portfolio, having created future-facing retail formats for global titans such as Lululemon, Google, Adidas, and Johnnie Walker. Their expertise lies in creating immersive brand worlds that connect with customers on an emotional level. However, adapting such concepts to the unique operational and cultural landscape of India is a critical challenge.

This is where Four Dimensions steps in. As a vertically integrated firm with over two decades of experience in the Indian retail sector, they are tasked with ensuring "seamless execution, contextual relevance, and operational excellence."

"QWEEN signals the rise of a new kind of Indian luxury brand, one that is purpose–driven, culturally attuned, and built around meaningful experiences," said Shyam Sunder K, Co–founder and Managing Director of Four Dimensions. "Our mandate is to bring Dalziel & Pow's global design vision to life through immersive, meticulously crafted retail environments tailored for the Indian market." This partnership structure highlights a sophisticated approach, combining international design innovation with deep local market knowledge to mitigate risks and maximize impact.

The collaboration underscores a commitment to creating a world-class experience that remains deeply rooted in the aspirations of modern Indian women. By focusing on craftsmanship and scalable execution, the partnership aims to set a new benchmark not just for jewellery, but for the future of luxury retail across the country. The upcoming launches in Bangalore and Delhi will be the first test of this powerful new model.