The jeweller says growth over its 50-year run is due to relationship capital, design evolution and measured scaling to build multi-generational loyalty
Amritsar: At a time when jewellery retail is increasingly driven by scale, marketing spends and rapid expansion, Maliram Jewellers celebrated its 50-year milestone, underscoring a contrasting growth model built on trust and relationships nurtured across three generations of patrons.
Recently, the retailer’s golden jubilee was marked with a high-profile celebration featuring a curated jewellery showcase and ramp presentation led by Manika Vishwakarma, Miss Universe India 2025, and Roosh Sindhu, Miss International India 2025. While the event was about glamour and craftsmanship, the underlying narrative was rooted in the brand’s ability to retain and grow a loyal customer base across generations.
From a single store in the bylanes of Guru Bazar to three large-format showrooms across Punjab today, the brand’s growth trajectory reflects consistency rather than aggression. “Completing 50 years in the jewellery industry is an emotional and deeply fulfilling milestone for us. This journey has been built not merely on selling jewellery, but on building relationships and earning trust across generations of families,” said Shanker Maliram Kedia, Founder and Director, Maliram Jewellers.
He added, “Our retail philosophy has always been simple — customer trust above everything else. We focused on creating a warm, transparent, and relationship-driven shopping experience where every customer feels valued and understood. Over the years, adapting with changing trends while staying rooted in traditional values has been one of our biggest strengths.”
Industry observers note that such relationship-first models are increasingly relevant in Tier II markets, where trust and familiarity often outweigh brand visibility. Maliram Jewellers’ emphasis on personalized service, transparent dealings and consistent quality has enabled it to create multi-generational loyalty. “We have always believed that jewellery is not just a product; it is an emotion connected to celebrations, memories, and family traditions. This understanding helped us build loyalty that passed from one generation to another,” Kedia noted.
The brand has also demonstrated an ability to balance tradition with aspiration. The inclusion of national pageant winners at the celebration reflects a conscious attempt to align legacy with contemporary relevance, appealing to younger consumers without diluting its core identity.
On the brand’s journey ahead, Kedia said, “Expansion, innovation, and deeper engagement with the younger generation of customers are part of our immediate vision as we continue building a legacy for the future.”
Founded by Maliram Kedia Ji in 1947, Maliram Jewellers began its journey with a vision rooted in trust, craftsmanship and strong family values. In 1975, Shanker Maliram Kedia stepped into the business. He strengthened the legacy and helped shape the brand into a respected name in fine jewellery. The brand currently operates two stores in Amritsar and one in Jalandhar.
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