As gold prices soar, the brand’s aim is to capture the market demand as customers veer towards affordable fine jewellery, especially silver
Mumbai: Mumbai recently saw the physical launch of iAMORY, a modern handcrafted 925 sterling silver and lab grown diamond brand, which opened its first experiential store at Chandivali, Powai.
Inspired by Gen Z and modern women who seek jewellery that is stylish, minimal and real, the iAMORY Mumbai store has been launched after its successful digital debut earlier this year. The brand aims to make fine jewellery accessible, wearable and emotionally meaningful for today’s women, as gold prices soar above Rs 1 lakh per 10 grams and silver steps into the spotlight as a symbol of everyday luxury.
Co-founded by a husband-and-wife duo, Archit Jain and Anokhi Jain, the new store is thoughtfully designed at the confluence of heritage and modernity to offer an immersive jewellery shopping experience. The space showcases iAMORY’s signature silver collection alongside its 14kt lab-grown diamond line, including Mumbai-exclusive designs inspired by the city’s vibrant rhythm.
Going over the brand’s journey, Archit Jain, Co-Founder of iAMORY, said, “We created iAMORY at a time when gold prices crossed Rs 1 lakh per 10 grams, and that is when we saw a clear shift. Progressive consumers are moving away from heavy gold jewellery towards affordable, fashionable, and precious silver jewellery for everyday wear. Now they don’t see jewellery as a one-time investment; they see it as a reflection of their personality.”
Adding to this, Anokhi Jain, Co-Founder of iAMORY, shared, “iAMORY is our response to this new era of self-expression. Luxury that feels personal, not distant. Mumbai, as India’s fashion capital and a city that celebrates individuality, confidence, and luxury, was the natural choice for iAMORY’s first store.”
“For us, fine jewellery should not sit in lockers, it should live with you. This launch marks our first step towards redefining fine jewellery as something to be worn every day,” she added.
The brand has been built on a family legacy spanning over 80 years across multiple jewellery businesses. Its parent brand HM Sarafa Bazaar, a B2B jewellery platform, was established by Archit Jain during the pandemic with a vision to not only digitize the B2B Indian jewellery industry but also to empower jewellers to retain and expand their businesses across India.
Today, iAMORY embodies this evolution and boldly steps into the D2C space, leveraging its extensive B2B network to bring trusted sourcing, craftsmanship and authenticity straight to modern customers.
The company now plans to strengthen its offline presence by opening 8 to 10 stores across Mumbai. The brand is also considering franchise enquiries from jewellers across India, to solidify its expansion plans to other metro and Tier I cities, even as it sets out to align with growing consumer narratives around sustainability, value and a personal connection in jewellery choices.
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