As Izzari Jewels steps into the competitive high-jewellery segment at one of Delhi’s most premium retail locations, Founder and Creative Director Aanchal Jain explains the elite’s openness to experimenting with new brands and how the brand is meeting their expectations.
Edited Excerpts:
Pratyasha K (PK): Izzari has grown from a shop-in-shop venture into a standalone flagship at Ambawatta One. As a young brand entering the luxury jewellery space, what has the journey been like?
Aanchal Jain (AJ): Our journey represents six years of groundwork, finally finding a home. Izzari began in 2014, around my brother’s wedding, when I was remodelling my mother’s and aunt’s jewellery and creating custom pieces almost as a side project. During COVID, I decided to turn that passion into a business and used the lockdown to build a proper collection.
In 2021, we opened our first shop-in-shop with Carma at Ambawatta One. That gave us the opportunity to test the luxury market and, more importantly, placed us in front of the customer we wanted to serve.
This flagship is a big step for us. Five years of client relationships and design learning have now been poured into a space we control completely, where we can finally give clients the seamless, personalised experience that a shared retail format never quite allows.
PK: How do you value the importance of the retail location for a newly founded brand?
AJ: Being in the right location gives you access to the right customer. For a new brand that wants to build in the luxury space, being in the right location is half the game won. Of course, the product and experience then must deliver, but the location gives you that first opportunity. For us, there was no better address to position Izzari within the city’s premium bridal and luxury ecosystem. We always knew that Ambawatta One was where we had to be. It is one of Delhi’s strongest luxury and bridal shopping destinations, with designers such as Manish Malhotra, Sabyasachi, Anamika Khanna and Tarun Tahiliani located nearby. The customers coming here are premium and serious buyers with a clear intent to shop.
PK: How do you read the psyche of today’s high-end customer? Are affluent buyers becoming more willing to experiment with newer jewellery brands?
AJ: Definitely. High-end customers today are exposed to much more design and are far more willing to explore newer brands if the product speaks to them, and the experience gives them confidence. They may come in because they have seen a particular design online, through someone they follow or at an event, but what ultimately matters is how well you understand what they want and how personally you engage with them.
They want something distinctive, they want a strong design point of view and they expect a very high level of service. For a newer brand, that means every interaction matters. You may not begin with generations of familiarity behind you, so you have to build that confidence through the product, the conversation and the overall experience.
PK: Tell us about the ambience of your new store — the brick, the chandeliers. Was that a deliberate narrative, or did it evolve as you built the space?
AJ: Completely deliberate. We describe it as “rustic opulent” — warm and comfortable, but elevated. The brick is there to represent where all of this actually begins: raw material, dug out of the earth. The chandeliers and the fine detailing on the cases represent the other end of that journey — the cutting, the polishing, the craftsmanship that turns something raw into something worn. So the store itself is telling the same story our jewellery does, from earth to finished piece, before a client even picks up a single item.
PK: Take us through the store itself—what are we looking at as we move through it, section by section?
AJ: Every case, every section, belongs to a named collection, not a loose grouping of pieces. Our diamond segment runs from solitaires to full bridal necklaces. Then you move through Eternal Bloom, Petal Wrap, Disco Heart, and our Bezel Collection — each with its own visual identity within the store.
We’ve also built out a dedicated bridal zone this year, concentrated around emeralds, diamonds and rose cuts. The website launched alongside the store too, so a client can start browsing a collection online and walk into the exact same story in person.
PK: You are strongly focused on collections. How important is it to work around design concepts in the luxury segment?
AJ: For the top-end consumer segment, it is imperative to match the standards of international brands. Strong design concepts become the hallmark of storytelling and creativity. It also translates to the store’s experience, as each corner of the boutique has its own story a client can attach to, the way you’d walk into a Tiffany or Cartier boutique and recognise their signature collection instantly. As we move forward, we will add designs only to these collections.
Case in point: The Disco Heart collection, in particular, has become something people specifically ask for by name when they walk in — that’s the kind of loyalty a named collection built into the store layout can create that a loose display of disparate designs never could.
PK: How do you assess the current buying trends in the luxury segment and how do they reflect the products stacked at the store?
AJ: Colour is clearly moving to the centre of the jewellery conversation. At the same time, rising gold prices are changing how jewellery is designed. Indian consumers still want a maximalist look, but they are increasingly open to achieving that richness through larger gemstones, coloured diamonds and rose cuts rather than through gold weight alone. That is why we are designing pieces with less gold and more value concentrated in the stones.
The appetite for classic solitaires remains strong, especially among affluent clients, but colour is now giving fine jewellery a more expressive and contemporary direction.
PK: How are you connecting the physical store with Izzari’s digital presence and building visibility for the brand?
AJ: Online is non-negotiable today — the store and the digital side are meant to feel like one continuous space, not two separate experiences. But the real strategy is virality, not paid reach — getting the right pieces onto the right people rather than running a formal campaign. Our jewellery has been worn at high-profile events, including Akansha Ranjan Kapoor and Anshula Kapoor’s wedding, and that kind of moment travels on its own; it does more for footfall through this exact door than any advertisement could.
Written by Pratyasha K
Retail Jeweller India Magazine
