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Aisshpra Gems & Jewels Opens Four Stores in One Day, Takes Network to 20; Targets 30 Stores by March 2028

Four franchise showrooms add approximately 12,000 sq. ft. of retail space, taking the brand’s total retail footprint beyond 90,000 sq. ft.; Bettiah marks its entry into Bihar.

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Aisshpra Gems & Jewels, the jewellery retail brand established in Gorakhpur in 1940, today announced the simultaneous opening of four showrooms in Bahraich, Bettiah, Lucknow and Mirzapur. The milestone takes its operational network from 16 to 20 stores in a single day, with three more stores under construction and a target of 30 operational stores by March 2028.

Each new franchise-operated showroom measures approximately 3,000 sq. ft. Together, the openings add around 12,000 sq. ft. of retail space and take the brand’s overall retail footprint to more than 90,000 sq. ft. The Bettiah opening is Aisshpra’s first in Bihar, where Siwan and Gopalganj are also in its expansion pipeline. The Lucknow launch marks its third showroom in the city.

Jewel Story takes centre stage across all four stores

All four showrooms feature a dedicated store-in-store presence for Jewel Story, Aisshpra’s lifestyle jewellery brand. Designed for teenagers, young adults and customers up to around 40 years of age, Jewel Story focuses on lightweight, wearable, modern jewellery across 9KT to 22KT gold purity. The concept seeks to make jewellery relevant to everyday personal style, alongside Aisshpra’s traditional, bridal and occasion-wear collections.

Leadership on expansion and legacy

Atul Saraf, Director, Aisshpra Gems & Jewels

“Since 1940, our most important achievement has been the trust we have earned across generations. Opening four stores together is a proud milestone, and every new showroom brings the responsibility of preserving that trust.”

Anoop Saraf, Director, Aisshpra Gems & Jewels

“As we enter new markets, Trust, Integrity and Ethics remain our guiding principles. We want customers in every city to experience the same transparency, quality and care that have defined Aisshpra for decades.”

Vaibhav Saraf, Director, Aisshpra Gems & Jewels

“Moving from 16 to 20 stores in one day is a major jump in our network. Our footprint now exceeds 90,000 sq. ft., three additional stores are under construction, and we are working towards 30 stores by March 2028. Bettiah opens the door to Bihar, while our third Lucknow showroom deepens our presence in a key market.”

Saumitra Saraf, Director, Aisshpra Gems & Jewels

“Younger customers increasingly want jewellery that feels contemporary, versatile and easy to wear. Jewel Story brings that proposition to every new showroom, with modern designs spanning 9KT to 22KT.”

Inauguration celebrations and opening offers

The celebrations featured Mouni Roy in Lucknow, Adah Sharma in Bahraich and Ayesha Khan in Mirzapur. The Bettiah inauguration took place in the presence of local dignitaries.

Customers can avail inaugural offers of up to 30% off gold jewellery making charges and diamond value, subject to applicable terms and conditions. Offer validity is to be confirmed.

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The Met Goes Desi: Inside Sabyasachi’s Showstopping Diwali Dhamaka  in New York

Sabyasachi transformed the grand museum halls into a lavish celebration of Indian heritage and global luxury. The decor was a masterclass in maximalist artistry.

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On October 21, Indian craftsmanship, high fashion, and luminous festive spirit converged at New York City’s Metropolitan Museum of Art as designer Sabyasachi Mukherjee hosted a grand Diwali gathering at one of the world’s most prestigious cultural landmarks.

Where the legendary Met Gala annually redefines Western fashion, Sabyasachi transformed the grand museum halls into a lavish celebration of Indian heritage and global luxury. Waiters in vermilion safas moved gracefully beneath the Tiffany loggia, while a jazz ensemble set a soulful tone for an evening where traditional grandeur met modern elegance.

The decor was a masterclass in maximalist artistry. Rich autumn hues, dramatic floral arrangements, cascading pomegranates, and a extraordinarily lifelike peacock installation turned the venue into a lush, garden-inspired masterpiece. At the center sat an opulent, 16-foot grazing table draped in brocade, showcasing a feast that seamlessly paired international delicacies with traditional Indian mithai.

Rani Mukerji: quiet sparkle

Actor Rani Mukerji, a longtime muse and close friend, turned heads in a fluid, gunmetal satin saree edged with subtle crystal, paired with a matching sleeveless blouse, oversized black frames, and a sparkling silver clutch. She paired her liquid-grey satin saree with deliberately understated jewellery: delicate drop earrings, layered bracelets and a metallic wristwatch. The effect was polished rather than ornate, letting the saree’s sheen and her bold black square glasses carry the styling.

Her silver-embellished mini chain bag added the evening’s main hit of sparkle, making the look a strong example of contemporary festive minimalism—ideal for a museum setting where the outfit needed to feel elegant without competing with the art.

Masaba Gupta: colour-led statement

Masaba Gupta chose the evening’s most jewellery-forward look: a multicoloured gemstone statement necklace from the House of Masaba x Amrapali collaboration, reportedly the “Trinket Hoarder” neckpiece in 18-karat antique-finish gold, diamonds and mixed colourful gemstones.

She balanced the vibrant choker with large gold sunburst earrings, a sleek centre-parted bun, black sunglasses and Sabyasachi’s maroon tiger-emblem clutch. The jewellery gave her ivory-and-crimson “laal paar”-inspired ensemble a distinctly maximal, heritage-meets-pop edge.

The wider Jewellery mood

Guests broadly favoured rich Indian craft codes—brocade jackets, sequined sarees, lehengas and embellished Sabyasachi layers—while accessories ranged from subtle metallic accents to bold gem-set neckpieces. Sabyasachi’s signature Pineapple bag, handcrafted with metalwork, stone or crystal inlay and bead or sequin detailing, reinforced the party’s jewellery-adjacent luxury language.

The Met celebration signalled a shift in high-profile Diwali dressing: instead of layered traditional gold, the standout formula was either one exceptional gemstone statement or clean metallic minimalism, with craft-led bags and eyewear used as styling punctuation.

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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.

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