Jewellery Reimagined: A ₹1000 Crore Bet on India's New Luxury

BANGALORE, India – December 04, 2025 – A seismic shift is poised to shake up India's lucrative luxury jewellery market. Global powerhouses Rosy Blue and Kashikey have announced a joint investment of ₹1000 crore (approximately $120 million) to scale QWEEN, a disruptive new brand billing itself as India's first "self-discovery experiential" jewellery concept. The move signals a high-stakes challenge to the traditional, often intimidating, way fine jewellery is sold, betting instead on a model built for the modern, conscious Indian consumer.

A New Blueprint for Luxury Retail

At the heart of QWEEN's strategy is a radical departure from the velvet-roped, high-pressure sales environment synonymous with fine jewellery. The brand, co-founded by entrepreneurs Amit Kumar and Suyash Motarwar, aims to dismantle these barriers with expansive 5,000–6,000 sq ft experiential stores set to debut in Bangalore and Delhi by mid-February 2026. The core mission is to make the journey of discovering and purchasing fine jewellery "invitational and unintimidating." This is more than just a marketing slogan; it's an operational blueprint designed to empower the shopper.

The stores will feature open displays, allowing customers to browse collections freely without the immediate presence of a hovering sales associate. This is complemented by innovative tools like a browser-friendly access card and the "QWEEN's Passport," systems designed to facilitate a self-guided journey of exploration. Manali Jayant Parekh, Director at Rosy Blue, articulated the vision clearly: "The brand addresses a clear gap in the market, removing the intimidation often associated with jewellery shopping and replacing it with an experience that's inviting, effortless, and encourages women to self-discover jewellery at their own pace. With QWEEN, we also want to empower women to be in charge of their shopping journey rather than being at the mercy of retail staff." This approach taps directly into a global trend where luxury consumers, particularly affluent millennials, increasingly seek engaging experiences over simple transactions. While international brands like Tiffany & Co. have pioneered experiential concepts with cafés and immersive flagship stores, QWEEN's focus on a self-guided model within the Indian context represents a significant and potentially disruptive innovation.

The Power of a Global Alliance

The ambition to redefine a market requires more than just a good idea; it requires immense capital and deep industry expertise. QWEEN's ₹1000 crore funding round provides exactly that, backed by two of the most respected names in the global jewellery trade. Rosy Blue, a Belgian-Indian behemoth founded in 1960, brings six decades of unparalleled mine-to-market expertise. With an estimated annual revenue of over $260 million and a presence in more than 10 countries, the company's logistical prowess ensures a transparent and traceable supply chain, a critical asset for a brand built on trust.

On the other side of the partnership is Kashikey Co. Ltd., a Japanese luxury jeweller with a legacy stretching back to 1928. Renowned for its uncompromising craftsmanship and mastery of natural gemstones, particularly brown diamonds, Kashikey brings a near-century of artistry and quality control to the venture. With an annual turnover of 5 billion yen (approx. $33.5 million), Kashikey's involvement, which began with early seed funding for QWEEN, now deepens significantly. This strategic marriage combines Rosy Blue's logistical might and ethical sourcing framework with Kashikey's heritage of design excellence. "Kashikey is proud to partner with Rosy Blue in bringing QWEEN to India, a brand whose clarity of purpose and fresh approach sets it apart," stated Mr. Hisao Kato, Chairman of Kashikey. "This is not just the launch of a new brand but the beginning of a new way to experience jewellery in India." This powerful backing not only de-risks the capital-intensive retail rollout but also instantly provides QWEEN with a level of credibility and supply chain integrity that would take a new entrant decades to build independently.

Catering to the Conscious and Authentic Consumer

Beyond its innovative retail model, QWEEN is making a deliberate and forceful statement on authenticity. In a market where mass-produced designs and the debate around lab-grown diamonds are becoming more prevalent, QWEEN is planting its flag firmly in the soil of the "real, rare, ethically sourced and entirely ALL NATURAL." The brand's commitment is to use 100% natural diamonds, gemstones, gold, and silver across its entire product line. This is not merely a preference but a core pillar of its identity, designed to resonate with a growing global segment of conscious consumers who demand transparency and sustainability in their luxury purchases.

With plans to launch over 20 collections and more than 3,000 unique SKUs, the brand will offer a vast assortment, including seven distinctive colors of gold and seven shades of natural diamonds. This focus on natural materials is backed by the robust ethical frameworks of its parent investors. Rosy Blue is a member of the Responsible Jewellery Council (RJC), adhering to stringent standards for ethical, social, and environmental practices. The promise of mine-to-market traceability, combined with conflict-free certification, directly addresses consumer concerns about the provenance of their luxury goods. As Mr. Kato of Kashikey noted, QWEEN mirrors his company's ethos with its "mine-to-market promise, ethical sourcing, and conflict-free certification." This positions QWEEN not just as a seller of beautiful objects, but as a purveyor of value-driven luxury for a new generation that buys with its conscience as much as its wallet.

With its launch imminent, QWEEN is poised to enter the market with significant force. The planned stores in Bangalore and Delhi are just the beginning of a national, and potentially international, expansion strategy. The sheer breadth of its initial offering—spanning designs for both everyday wear and special occasions—indicates an ambition to capture a wide spectrum of the modern woman's jewellery needs. By combining a revolutionary, customer-centric retail experience with the unimpeachable credibility of its backers and an unwavering commitment to natural, ethically sourced materials, QWEEN is not just opening a new store. It is proposing a new social contract for luxury jewellery in India, one based on empowerment, transparency, and trust. The ₹1000 crore question is whether the Indian consumer is ready to embrace this future, a future where the journey of discovery is as precious as the jewel itself.