The brand’s first showroom is a 5,000 sq. ft flagship outlet, and it has plans to open three more stores in New Delhi by the end of 2026
New Delhi: The House of Durga has launched a new fine jewellery brand, Devisa Jewellery, marking the group’s entry into organized retail after operating within jewellery trading and wholesale since 2013. The brand’s first showroom is a 5,000 sq. ft flagship outlet located on Bank Street, Karol Bagh, one of New Delhi’s core jewellery markets.
The launch reflects the company’s strategy to move up the value chain: from supply and trade operations to customer-facing branded retail, supported by an established sourcing network and long-term vendor partnerships. By transitioning into a retail format, House of Durga aims to apply its back-end efficiencies, procurement process and standardized quality control procedures directly to consumer purchases.
Devisa had declared the ‘Karol Bagh ka Sabse Bada Gold Lucky Draw Carnival’ to celebrate the launch, offering each customer a lucky draw ticket with every purchase of Rs 10,000, and a chance to win prizes such as a car, refrigerator, air conditioner, and other high-quality appliances.
With Karol Bagh being a competitive jewellery hub, the location is expected to function as the central reference point for the new brand’s identity before expansion into more Delhi localities. House of Durga has indicated that growth will follow a phased network development model based on demand mapping and operational readiness, rather than rapid roll-out.
Commenting on the launch, Rajesh Verma, Business Development Manager, Devisa Jewellery, said, “The Devisa Jewellery launch is not just a new showroom, but what we have been talking about over the years. We have established a place where authenticity is matched with confidence. We intend to open three more stores in New Delhi by 2026. Devisa is our attempt to redesign the Karol Bagh shopping experience; to make fine jewellery accessible and futuristic.”
Devisa Jewellery’s core product lines include hallmarked 22KT gold jewellery, certified natural diamonds, gold coins and dedicated bridal collections. The brand’s design direction focuses on versatile daily-wear alongside occasion and bridal segments, with an emphasis on finish consistency and category depth rather than trend-driven novelty. The showroom layout prioritizes structured product zoning and assisted browsing to streamline customer navigation.
Devisa Jewellery represents the group’s shift towards creating a long-term consumer retail identity. The brand name is based on the word ‘Devi’, and it aims to glorify the grace, power and goddess within every woman with the help of its versatile jewellery designs.
Retail Jeweller India News
