EISH by Anand Jewels: An uber–luxury experiential jewellery boutique in Indore raises the bar for the industry 

The two-day launch celebrations included a gala event in a uniquely fashioned makeshift café, a marvellous aerial light and sound show, and breathtaking fireworks

Indore: The EISH showroom at NRK High Street, A.B Road, occupies a competitive spot in the city’s prime retail space with 4150 sq ft area. 

The venture is the creative brainchild of the new generation that considers jewellery a part of their lifestyle. EISH by Anand Jewels is a labour of love for Ishika Anand, the 22-year-old scion of the Anand family, with seven decades of legacy in the jewellery business.  

The store’s concept comes from Anand’s perception of traditional jewellery stores, which she believes fail to lure the modern generation of customers.  

“The jewellery and retail experience have to speak to the modern woman. There is scope for brands that target modern women with affordable, fashionable jewellery that is part of their everyday wardrobe,” says Anand.  

EISH successfully fills the void by presenting a unique repertoire of affordable designs yet delighting with their exclusivity. “We have brought in designs that are minimal yet make a statement,” says Anand.  

EISH successfully fills the void by presenting a unique repertoire of affordable designs yet delighting with their exclusivity. “We have brought in designs that are minimal yet make a statement,” says Anand.  

The store has approximately 500 handpicked designs on display, ranging from Rs 10,000-1 cr upward. As customers point out their likes, the staff is ready to present a broader range on trolleys that roll in with stacks of trays, each with multiple design options meeting the customer’s aesthetic.  

The store has an uber-premium feel and offers high–value in terms of designs and exclusivity while keeping the price competitive and affordable. Over 3000 customers attended the two–day gala launch, admiring the designs and experiencing the luxurious store. 

Richa Singh, MD, Natural Diamond Council inaugurated the brand. The invitation was extended to a discerning audience not necessarily on Anand Jewels’ current client list. The brand invited barely 10 percent of its existing clients from Anand Jewels, which launched five years ago with a more traditional set-up offering designs for bridal and other occasions.  

“Customers of all age groups acknowledge the need for jewellery that can up their style quotient and doesn’t have to be a part of the lockers,” says Anand. EISH addresses the evolving role of women and jewellery in her life. 

“Customers of all age groups acknowledge the need for jewellery that can up their style quotient and doesn’t have to be a part of the lockers,” says Anand. EISH addresses the evolving role of women and jewellery in her life. 

Retail Jeweller India Exclusive