Safa is consolidating its existing brands—Safa Jewellery and Clarus Designer Jewellery—under one master brand, Safa Gold & Diamonds
Kochi: Safa Gold & Diamonds, a jewellery group with strong roots in Kerala, has unveiled an ambitious global expansion plan aimed at enhancing its national and international presence. With a robust presence across India, the UAE and KSA, the Group plans to establish 100 Safa jewellery stores and 250 Clarus lifestyle outlets worldwide over the next five years. Backed by a strategic investment of Rs 4,000 crore, this expansion is slated for completion by 2030.
To strengthen its global identity, Safa is undertaking a major brand consolidation. The existing brands—Safa Jewellery and Clarus Designer Jewellery—will now be unified under one powerful master brand: Safa Gold & Diamonds. At the same time, Clarus will continue as a premium, standalone lifestyle jewellery brand. The refreshed identity and new logo were officially unveiled by the brand’s ambassador, acclaimed film-maker and actor Basil Joseph.
“Jewellery today is becoming a ‘personal statement’. With a focus on the youth and modern consumers, our aim is to position Safa as a design-led brand that celebrates individuality and contemporary craftsmanship,” said K.T.M.A. Salam, Managing Director, Safa Group. “This brand revitalization will strengthen Safa’s presence across India and globally.”
Safa’s growth blueprint prioritizes expansion into major metropolitan markets in India while accelerating its footprint overseas. The company’s design leadership is powered by its own Institute of Gems and Jewellery (IGJ), which has trained more than 13,000 jewellery professionals, ensuring consistent innovation and world-class design capabilities.
Muhammed Ijas K.M., CEO, Safa Group, shared details of the immediate expansion agenda. “In the first phase, we will roll out new stores across Tamil Nadu, Karnataka, and Andhra Pradesh. New showrooms in Dubai, Tirunelveli, and Perinthalmanna will open within the next two months. Our goal is to evolve from a strong regional brand into a truly global brand by 2030,” he said.
The expansion plans were announced at a press conference in Kochi, attended by Safa Group Directors Abdul Nazar K.T. and Muhammed Haneefa K.T., General Manager Abdul Majeed, Group Retail Head Akhil D.K., Market Head Saiful Islam K.T., and brand consultant V.A. Sreekumar.
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