Ratnalaya Jewellers launches 3,600 sq. ft store in Danapur, its third in Bihar 

One of the primary reasons for choosing the location was to benefit from Danapur’s status as a developing market, while going back to the family’s roots in the city 

Danapur: Ratnalaya Jewellers has expanded its presence in Bihar with the grand opening of its third store in the State. The new store is located in Danapur, about 20-25 kilometers from the brand’s first store in Patna. The new establishment is positioned to cater to an emerging market while holding deep sentimental value for the brand’s leadership, as the family’s roots lie in Danapur. 

Spanning approximately 3,600 square feet, the store features three floors, each designed to provide a premium shopping experience. The ground floor is dedicated exclusively to gold jewellery, while the first floor has platinum, diamond and silver collections. The second floor offers an additional gold section, and a common meeting area is located on the third floor.  

Saket Keshri, Director, Ratnalaya Jewellers, stated, “Danapur was not chosen at random. The decision to open a store here is rooted in both business strategy and personal history. My family originates from Danapur, and opening this store here is like coming back to our roots.” This emotional connection, combined with Danapur’s status as a developing market, made it an ideal location for the brand’s expansion. 

To generate excitement for the launch, an extensive marketing campaign was rolled out across multiple platforms. More than 50-75 hoardings were displayed throughout the city, complemented by print advertisements and extensive social media coverage. Keshri said that the store launch video alone garnered between more than 5 million views, generating anticipation and interest among potential customers. 

“The store’s target market is broad, appealing to middle-class and upper-middle-class customers. With products ranging from necklaces priced at Rs 50,000 to those worth Rs 10 lakh, we ensure that it remains accessible to a wide audience,” said Keshri.  

According to Keshri, the response to the store opening was “overwhelmingly positive”. “On launch day alone, over 2,000 customers visited the store, demonstrating people’s strong demand and interest in the brand. Our team personally reached out to more than 20,000-25,000 potential customers before the opening, inviting them to visit and experience what we have to offer,” he said. 

While the new store has the same product offerings and customer experience as the brand’s other locations, a presence in Danapur allows the brand to tap into a new customer base. Unlike the Patna stores, which serve a distinct clientele, this location is expected to establish its own loyal following within the city. “The decision to expand into this city is seen as an opportunity to provide high-quality jewellery in an area that previously had limited access to such an extensive selection,” added Keshri. 

As for future expansion, Ratnalaya Jewellers remains focused on ensuring the success of its existing stores before embarking on further growth. Keshri emphasized, “Our philosophy is simple – we prioritize excellence over rapid expansion.”

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