The integrated boutique brings together couture and fine jewellery retail under one roof, targeting high-value bridal buyers through a unified, appointment-only model
New Delhi: Amayra by Bagrecha Gems has partnered with ace fashion designer Suneet Varma to launch a boutique that integrates couture and fine jewellery retail, focusing on the premium bridal segment.
The new outlet is located in New Delhi’s DLF Emporio Mall, widely regarded as one of India’s most established luxury retail destinations, housing high-end global and Indian brands in a curated ecosystem meant for high-value consumption.
The collaboration brings both categories into a single retail environment, allowing customers to select garments and jewellery together, with an emphasis on co-ordinated styling and customization. The boutique is designed primarily for bridal buyers, enabling them to complete their entire look within one space.
Sanjay Bagrecha, Director, Amayra by Bagrecha Gems, said the partnership is built on a shared customer base. “The audience buying designer couture and the audience buying our jewellery are essentially the same. Bringing both together creates a more efficient and complete buying experience,” he said.
The store operates on an appointment-only model to ensure focused consultations, particularly for bridal clients. While open to all, the format is structured to reduce wait times and allow for detailed discussions around styling, trials and bespoke requirements.
The jewellery offering at the boutique is centred on 18 karat diamond pieces, with a strong presence of natural coloured gemstones. These designs cater to contemporary bridal preferences that balance visual impact with wearability. The price range starts at approximately Rs 2-3 lakh and goes up to Rs 1.5-2 crore.
Customization is a key component of the concept store. Brides can modify existing designs or commission pieces tailored to their liking, ensuring alignment across categories. The store also accommodates specific styling briefs, with pre-order options available for customers seeking a defined look.
Early response to the boutique has been positive, with a steady volume of enquiries and follow-ups from bridal customers across India. “We have seen strong interest in the concept, especially from brides looking for a complete solution other than visiting multiple stores,” Bagrecha said.
With the upcoming wedding season, the brand expects footfalls to increase from July onwards, which is typically a high-activity period for bridal purchases. The collaboration is also expected to extend into private showcases and curated events, offering additional engagement opportunities for its target audience.
The boutique adds to Amayra’s existing retail presence since 1975, which includes its Greater Kailash store in New Delhi.
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