Backed by a mix of digital and traditional marketing, the silver sub-brand aims to drive customer acquisition and increase purchase frequency beyond gold-led demand cycles
Amritsar: Khurana Jewellery House has just launched ‘The Silver Story’, marking a strategic expansion into silver, a category that has been gaining traction across India. The sub-brand responds to rising gold prices and evolving consumer preferences, while widening the brand’s reach across new customer segments.
The retailer’s move is rooted in consistent consumer demand in Amritsar, a key tourist destination, where people always seek silver jewellery for travel, gifting and occasional wear. This has translated into launch of ‘The Silver Story’, a structured offering that includes 92.5 hallmark silver jewellery, antique designs and artefacts such as tea sets, glasses and cake stands. The assortment is designed to support both personal use and wedding-related purchases, strengthening Khurana Jewellery House’s role as a comprehensive shopping destination.
Soumya Khurana, Executive Director, Khurana Jewellery House, says, “Silver has emerged as a credible category for both consumption and investment. We recognized a clear gap where customers were actively seeking accessible options without moving away from design and craftsmanship.” The pricing strategy reflects this intent, with entry points around Rs 5,000, going up to higher-value purchases.
The brand’s expansion into gifting and wedding-related products underlines a category-led retail growth strategy that extends beyond its core jewellery offering. The brand is also focusing on in-house design development to ensure relevance across evolving consumer needs and occasions.
‘The Silver Story’is being marketed with a combination of traditional visibility and digital engagement. Newspaper placements and outdoor media establish local awareness, while Instagram, Facebook and WhatsApp drive direct communication and conversions. The brand’s messaging positions silver as travel-friendly and suitable for everyday wear, encouraging impulse-driven buying behaviour.
Khurana adds, “Our approach has been to meet customers where they are already present- on social platforms and direct channels – while keeping the communication relevant to how they are spending today.” This integration of physical and digital touchpoints has enabled faster discovery and repeat engagement.
The sub-brand’s new store in Amritsar has been designed with a distinct identity, separate from the core fine jewellery business. With a dedicated layout and a differentiated visual language, the space allows the sub-brand to operate independently while benefiting from the parent brand’s equity. This also opens up opportunities for pop-ups and collaborations across cities, extending visibility beyond a single location.
Launch of sub-brands such as ‘The Silver Story’ play a critical role in customer acquisition and brand-building. By entering an accessible price segment, Khurana Jewellery House is able to attract first-time buyers who may later transition into higher-value categories. At the same time, the initiative increases purchase frequency among existing customers by introducing new use cases. Category diversification also reduces dependence on gold-led demand cycles, ensuring sustained engagement even during periods of price volatility.
Early response to ‘The Silver Story’ indicates strong interest from both local and regional customers, with demand emerging from nearby cities as well. As the sub-brand scales, it is expected to function not only as a revenue-driver but also as a strategic entry point into a wider consumer base, reinforcing Khurana Jewellery House’s presence in a changing retail landscape.
The Silver Story by KJH (Khurana Jewellery House) launched on May 24, 2026, and is located on Mall Road in Amritsar. It offers 92.5 sterling silver jewellery, antiques and gifting products. The parent brand operates three stores across Punjab – one in Ludhiana and two in Amritsar – through which it engages with customers across the region.
Written by Achal Chaubey
Retail Jeweller India Exclusive
