Vanior Jewels pitches ‘affordable customization’ as USP at new Mumbai store 

With the launch of its 475 sq. ft flagship store at Linking Road, the lab-grown diamond jewellery brand is targeting customers from the posh Bandra, Pali Hill, Juhu, Vile Parle and nearby areas   

Mumbai: Vanior Jewels, a new entrant in the realm of lab-grown diamond jewellery, opened its flagship store at Linking Road, Mumbai recently. The 475 sq. ft showroom, inaugurated by actor Amisha Patel, aims to offer ‘affordable customization’ to its patrons. The brand expects customers from the posh Bandra, Pali Hill, Juhu, Vile Parle and nearby areas to show interest in its inventory. 

Commenting on the exclusive offerings by the brand, Vinay Agarwal, Co-founder, Vanior Jewels, said, “Vanior Jewels has its own manufacturing facility which creates designs ranging from the contemporary to the traditional. We have the facility of customization at a very reasonable rate, with all our offerings being of 18-carat HUID-certified jewellery. We use third-party authentication with a strong buy-back guarantee. Our staff members are strongly synced with current trends and can guide customers well.”  

Contemporary design and finishing, three-stage quality control of all products and an exclusive selection of diamonds is adhered to by the brand, which held a press conference on the day of the launch. The grand opening had influencers who spread the word around with their social media activities.  

Vanior Jewels looks forward to retail expansion in Mumbai and tie-ups with influencers and brands from other industries. It also has a franchisee model coming up. The cumulative experience in jewellery retail and manufacturing of the top management – co-founders Hardik Vekariya, Vinay Agarwal and Amita Iyer – sets Vanior Jewels apart from other first-generation brands. Vekariya is more into exports and also operates an LGD diamond jewellery manufacturing facility at MIDC. Agarwal is a third-generation jeweller from Bhopal who has manufacturing facilities of gold chains, while Iyer owns a retail store in Indore.  

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