Launch Announcement
On October 26, 2026, QWEEN, positioned as India’s first self‑discovery experiential luxury jewellery brand, inaugurated its maiden retail outlet at Aditya Ancora, Sector 50, Noida. The store spans approximately 4,500 sq ft and is presented as a ‘Clubhouse’ that introduces the QWEEN Access Card, allowing women to unlock jewellery counters and explore at their own pace.
Experiential Retail Concept
The format replaces traditional product‑led selling with a persona‑led shopping journey built around five distinct personas – Party Girl, Own My Runway, Untamed in Love, I Want It All and Femininity Reclaimed – enabling personality and mood to dictate discovery. Over 3,000 designs across more than 16 collections are displayed, all crafted from 100 % natural gemstones and diamonds. Each piece incorporates three signature brand elements: the Orange Sapphire, the Apostrophe, and the Scallop, and is accompanied by four narrative layers – Design Story, Craftsmanship Story, QWEEN Signature Story, and Trivia Story.
Experience Centres and Technology
The store houses a Gemstone Experience Centre where visitors can trace a gemstone’s transformation from rough to polished, alongside market‑grade stones for quality comparison. A Diamond Experience Centre showcases the complete Mine‑to‑Marvel™️ journey with physical displays of rough, intermediate and polished diamonds, complemented by a DiamondIQ Meter™️ and Hearts & Arrows Viewer that demonstrate authenticity and performance. A DIY Zone enables customers to customise rings by selecting shanks, crowns and centre stones before fabrication. Co‑founder and CTPO Suyash Motarwar explained that technology acts as an invisible enabler, delivering transparent information and seamless movement between physical and digital touchpoints.
Leadership Comments
Co‑founder and CEO Amit Kumar stated that the Noida launch is a defining milestone that shifts jewellery retail from product‑centric to woman‑centric, emphasizing self‑discovery, transparency and 100 % natural stones. He highlighted the ambition to set a new benchmark for jewellery retail across India.
Investment Backing and Expansion Plans
QWEEN is backed by Rosy Blue and Kashikey, with strategic investors Aamir Khan and Ranbir Kapoor. The brand plans to extend its women‑first experiential format to Delhi and Bengaluru within the next three months, signalling a rapid rollout of its retail footprint.
About QWEEN
QWEEN describes itself as India’s first self‑discovery, 100 % natural, experiential luxury jewellery brand, offering open displays, 16+ collections, 3,000+ SKUs and full Mine‑to‑Marvel™️ transparency. The brand aims to replace intimidation with exploration, catering to the evolving identity of the modern Indian woman.