At the heart of Amrapali’s collaboration with the two brands lies a re-imagined space that is part gallery, part temple, and wholly a tribute to India’s artistic legacy, charting a new path in experiential luxury retail
Mumbai: Silver jewellery brand House of Amrapali, luxury fashion store Evoluzione and silverware brand SR Artefacts have come together to unveil a new joint flagship store in Mumbai, a one-of-a-kind collaboration between three creative powerhouses. This store is a new experiment in experiential luxury retail. At the heart of this collaboration lies a re-imagined space that is part gallery, part temple, and wholly a tribute to India’s artistic legacy.
Spanning 4,200 square feet across two storeys, the store is thoughtfully divided into zones for fine jewellery, silverware and curated fashion, each with its own ambience, while maintaining a cohesive, flowing experience. Rooted in high end design, the store is more than just a retail space; it is an immersive experience that merges House of Amrapali’s rich jewellery traditions, Evoluzione’s contemporary fashion curation and SR Artefacts’ rare collectibles and antique craftsmanship.
House of Amrapali includes Amrapali Jewels, known for its exquisite fine jewellery, and Tribe Amrapali, offering contemporary silver jewellery. Together, these two lines celebrate the rich heritage and innovative designs that define the brand. The store features 1000+ handcrafted fine jewellery pieces from Amrapali Jewels, and 1500+ silver jewellery designs from Tribe Amrapali. Evoluzione curates a selection of 35+ designer labels including Pret and Couture, with each label bringing its unique voice to the evolving narrative of Indian fashion. SR Artefacts brings together over 500+ handcrafted collectibles, including antique silverware, temple idols, ceremonial objects, and meticulously restored heritage pieces, each echoing India’s rich artisanal legacy. The store also features a curated selection of Ananya Fine Jewellery – a London-based fine jewellery brand founded by Ananya Malhotra.
Commenting on the launch, Tarang Arora, CEO and Creative Director of Amrapali Jewels, said, “With the launch of our new flagship store in collaboration with Evoluzione and SR Artefacts in Mumbai, our vision was to bring together culture and craftsmanship in their purest forms. From design to detailing, every element has been thoughtfully curated to celebrate Indian artistry in a setting that feels both intimate and grand.’’
Akanksha Arora, CEO of Tribe Amrapalisaid, “Our vision was to create a space where jewellery goes beyond adornment, where every piece holds meaning and tells a story. By integrating rare crafts, antique elements, and modern interpretations, we’ve built a space that reflects the ethos of all three brands – refined, rooted, and relevant.”
Tina and Atul Malhotra, Co-founders ofEvoluzione, added, “At Evoluzione, we’ve always believed in redefining luxury through meaningful curation, and this collaboration brings that belief to life in its most dynamic form. This flagship store brings that philosophy to life by offering a space where fashion, tradition, and modernity co-exist effortlessly”
The space has been envisioned as a living museum of sorts. Through architectural details, heritage objects and symbolic materials, an attempt has been made to create a dialogue between the past and the present, bringing together memory, craft, and design.
Together, House of Amrapali, Evoluzione, and SR Artefacts have crafted a unique experience for the customer – one that invites every visitor to explore,reflect and celebrate the enduring beauty of Indian artistry.
Retail Jeweller India News
