Contemporary fine jewellery label Amaris has launched its first flagship store outside of New Delhi, choosing Hyderabad’s upscale Banjara Hills for the milestone opening. The store debut coincides with the brand’s tenth anniversary and marks the beginning of its broader national expansion strategy.

To commemorate the launch, Amaris introduced a special capsule collection titled Hyphen, available exclusively at the Hyderabad boutique. The collection features a blend of Zambian emeralds, kunzites, tourmalines, and F-G colour diamonds, designed to embody the fusion of tradition and contemporary design.

The 2,750 square-foot boutique is divided into three curated zones: On The Go for everyday essentials, Glitterati for cocktail and statement jewellery, and Heritage for bridal and heirloom pieces. The store also features a private, invitation-only VIP Lounge offering early access to limited-edition collections and personalized styling services.

Staying true to its design-forward and digital-first philosophy, the boutique incorporates interactive digital touchpoints and showcases the brand’s signature Amaris Blue Wall, blending technology with artistry to enhance the customer experience.

The launch event was attended by several prominent guests including Sudha Reddy, Bobby Kandhari, and Kamala Anagani, adding a touch of glamour to the celebratory evening.

With its Hyderabad launch, Amaris sets the stage for further retail growth while continuing to build on its reputation for contemporary luxury rooted in craftsmanship and individuality.

“Launching our flagship in Hyderabad is both a strategic and deeply personal milestone,” said Prerna Rajpal, founder and creative director of Amaris Jewels, in a press release. “This city’s design legacy, discerning clientele, and celebration of individuality in luxury make it the perfect place to begin our next chapter.”