QWEEN’s First Experiential Luxury Jewellery Store Launch
On October 26, 2026, QWEEN – described as India’s first self‑discovery experiential luxury jewellery brand – announced the opening of its inaugural retail outlet in Noida. The 4,500 sq ft store, located at Aditya Ancora in Sector 50, is positioned as a “Clubhouse” that introduces a QWEEN Access Card allowing women to unlock jewellery counters and browse independently.
The retail concept replaces traditional product‑led selling with a persona‑led approach, offering five distinct shopping personas – Party Girl, Own My Runway, Untamed in Love, I Want It All and Femininity Reclaimed – so that personality and mood guide discovery rather than product categories.
The store showcases more than 3,000 designs spread across over 16 collections, all crafted from 100 % natural gemstones and diamonds. Each creation bears three signature brand elements – the Orange Sapphire, the Apostrophe inspired by the QWEEN logo, and the Scallop design motif – and is anchored by four storytelling layers: Design Story, Craftsmanship Story, QWEEN Signature Story and Trivia Story.
Dedicated experiential zones include a Gemstone Experience Centre, where visitors can trace a gemstone’s journey from rough to polished form and compare market‑grade stones, and a Diamond Experience Centre that illustrates the Mine to Marvel™️ journey with physical displays of rough and polished diamonds. Interactive tools such as the DiamondIQ Meter™️ and Hearts & Arrows Viewer demonstrate authenticity and performance of natural diamonds. A DIY Zone enables customers to personalise rings by mixing shanks, crowns and centre stones before fabrication.
Co‑founder and CEO Amit Kumar stated that the Noida launch marks a defining milestone, emphasizing that the brand’s philosophy places the woman at the centre of the jewellery experience, offering complete transparency and self‑discovery. Co‑founder and Chief Technology & Product Officer Suyash Motarwar explained that technology functions as an invisible enabler, providing transparent information and seamless movement between physical and digital touchpoints while preserving human interaction.
Financial backing for QWEEN comes from Rosy Blue and Kashikey, with strategic investors Aamir Khan and Ranbir Kapoor also participating. The company announced plans to expand its women‑first experiential format to Delhi and Bengaluru within the next three months, signalling the start of a broader retail rollout across India.