Kumari Fine Jewellery debuts physical presence in Mumbai’s retail landscape

The contemporary jewellery brand, originally an e-commerce venture under Indore-based DP Jewel Line, unveils ambitious plans to launch up to six outlets in Mumbai over the next 8-10 months following its inaugural standalone store

Mumbai: Mumbai’s iconic Kala Ghoda district now hosts the first brick-and-mortar showroom of Kumari Fine Jewellery, marking the brand’s expansion into omnichannel retail. Launched in 2022 as an online-only brand, Kumari Fine Jewellery has set its sights on capturing a clientele that appreciates contemporary designs without compromising on affordability.

The brand’s Managing Director, Vikas Kataria, explains the strategy: “In India, 70 per cent of the population is under 35. This demographic is rapidly embracing new lifestyle trends, driven by social media and designer influences.”

Spanning 1,100 square feet over two floors, the showroom offers a diverse range of jewellery priced between Rs. 7,000 and Rs. 80,000. The ground floor showcases gold jewellery adorned with diamonds, precious stones, and enamel work, while the upper level is dedicated to lab-grown diamond jewellery and solitaires—a product category exclusive to the physical store.

The interior design reflects the brand’s ethos, with the ground floor featuring a vibrant palette that complements the jewellery, including the brand’s signature colour ‘Kumari pink’. In contrast, the upper floor adopts a more subdued ambience to highlight the lab-grown diamonds. Both levels feature glass displays for easy browsing.

Kataria emphasises the significance of the location: “We position ourselves as a desire and lifestyle brand, a relatively new concept in jewellery. Kala Ghoda, being a hub for designers and labels, was the perfect starting point for Kumari Fine Jewellery’s physical journey.”

The brand’s design philosophy caters to a broad audience through unique patterns and motifs, reflecting its name ‘Kumari’, which signifies youthfulness in Hindi. Amit Bandi, Chief Executive Officer, elaborates: “Our curation goes beyond mass merchandise. Each piece is thoughtfully designed to be versatile and wearable, suiting the various roles and occasions in a woman’s life.” Bandi also revealed plans to collaborate with international designers as well as manufacturers with a similar set-up.

Demonstrating its age-inclusive approach, Kumari Fine Jewellery offers pieces for young children across all product categories. Looking ahead, the brand aims to launch 5-6 more stores in Mumbai within the next 8-10 months before expanding to other metro and semi-metro cities.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive