In Lucknow, centenary brand Punjab Jewellers & Sons is charting a new course by reimagining the store experience beyond selling.
Sixth-generation jeweller Akshay Chawla, Partner, Punjab Jewellers & Sons, outlines how the brand assimilates modern retail thinking in its design process, curates product and service across digital touchpoints, and employs AI to customise real-time designs.
EDITED EXCERPTS:
You recently opened a new 5,000 sq. ft. store. How are you reimagining the shopping experience?
We designed the store around dedicated zones: bridal, daily wear, men’s jewellery, and a lounge for high-value clients. We also introduced a customization zone and a digital kiosk for browsing archived collections. Today’s buyer want more than a product—they want an experience. That’s why our stores are designed for more than selling. We have created an environment where people can explore, customise, or even drop by for a consultation over coffee. It’s not just about scale—it’s about making the space smarter, more immersive. The new store is a prototype for our future retail format.
What technological upgrades have you made to drive enhanced experience and efficiency?
Technology is no longer optional—it’s essential. We’ve implemented a cloud-based ERP. We’ve also introduced digital catalogues and mobile-responsive tools so clients can shortlist pieces before visiting. An AI-powered design tool is in the works to help customers visualise custom pieces in real time.
You emphasise design. How has your design philosophy evolved?
Design has always been about storytelling—be it a classic kundan necklace or a sleek diamond pendant. What’s changed is our design process. We track global trends, use CAD rendering, and collaborate with emerging designers. Customer input now plays a huge role. For example, we reimagine heirloom designs for brides. We also create themed collections because people now seek meaning in what they wear.
How are you keeping pace with the evolving customer behaviour?
Weddings and investment purchases remain strong, but there’s a growing segment of individual buyers—young professionals, self-purchasing women, and customers looking for versatile, occasion-specific pieces. Male consumers are another growing segment—and we’re actively expanding in that space. Digital touchpoints are critical; to modern retailing. How are you reshaping the approach? Our upcoming content-driven e-commerce platform will feature styling tips, gold investment guides, and designer stories. The goal is to build a seamless omnichannel journey—whether in-store or online, We now offer a curated online catalogue for everyday wear and gifts. Customers can book appointments, reserve products, and even initiate custom design discussions via video calls. Over time, we see e-commerce becoming a more significant channel.
What’s your vision for Punjab Jewellers & Sons over the next five years?
We’re focused on thoughtful growth. Rather than opening stores for scale, we’re targeting high-potential cities like Kanpur and Varanasi where we already have a loyal customer base. Each new store will follow the experiential flagship format with localised collections and deep community engagement. The brand is also planning exclusive bridal lounges and partnerships with couture designers and wedding planners. The vision is to make Punjab Jewellers & Sons a complete bridal destination—not just a jewellery store. We’re also scaling our silver sub-brand House of Chaandi, which is helping us tap into new customer segments with design-led, hallmarked silver jewellery. It aligns with our vision of accessible luxury and offers strong potential both in-store and online. Sustainability is another key priority. From responsible sourcing and packaging to energy-efficient store designs, we’re aligning with the principles of conscious luxury. We want to build a brand the next generation is proud to inherit—not just as owners, but as customers.
As told to Aparna Bhowmick
