Jewellery brand Ritvaa has opened its new store on Gokhale Road, Thane, bringing its Artisanal jewellery and contemporary interpretation of Indian design to customers in the city. Spread across approximately 400 sq. ft., the store offers a more immersive way to discover the brand’s collections while establishing a physical presence in Thane’s growing jewellery market.

Thane’s strong affinity for traditional jewellery, coupled with evolving preferences for refined design, craftsmanship and versatile pieces, makes it an important market for Ritvaa. The store was inaugurated by actress Amrita Rao, marking the beginning of Ritvaa’s new retail chapter in Thane. The launch was also attended by prominent personalities including Kishori Shahane, Ankita Prabhu Walawalkar, Rahul Roy and Shiv Thakare, who joined the brand in celebrating the opening of its new store.

Envisioned as an intimate jewellery destination and experience centre, the store features a warm and elegant setting that keeps the collections at the centre. Its layout allows customers to browse comfortably, try different designs and engage with the jewellery in a more personalised environment.

The 400 sq. ft. store showcases Ritvaa’s collections across traditional, festive and contemporary categories. Drawing from Indian jewellery traditions while bringing a modern sensibility to familiar forms, the assortment includes pieces for weddings, festivals, family celebrations and milestones, alongside jewellery designed for everyday expression. A key part of Ritvaa’s offering is its in-house SmartGold technology, which uses a 50X thick gold-plated finish to deliver the look and feel of gold while making the jewellery more accessible. The store also gives customers an opportunity to experience Ritvaa’s latest design direction in person and discover pieces suited to their individual preferences and occasions. The collection caters to traditional family jewellery buyers, premium and luxury consumers, as well as customers who see jewellery as an extension of their individual style, with options spanning accessible luxury to more statement-led pieces.

Speaking about the opening, Amit Jaain, MD, Founder & Director, Ritvaa, said:

“Thane has a strong jewellery culture, but the consumer is also evolving, looking for pieces that bring together tradition, design and individual expression. With our store, we wanted to create a space where customers can experience Ritvaa more personally, explore our collections and find jewellery that connects with their occasions and their own style. This store is an important step in bringing the brand closer to our customers and building a stronger retail experience around them.”

Hanissh Jaain, MD, Founder & Director, Ritvaa, added:

“At Ritvaa, jewellery is much more than an ornament; it becomes part of family traditions, celebrations, relationships and personal stories. Our focus on artisanal design and craftsmanship comes from this belief. Rather than simply following trends, we aim to create jewellery with character that feels culturally relevant and meaningful across generations. The Thane store allows us to bring this philosophy to life while giving customers the opportunity to discover our jewellery in their own way.”

The Thane store forms part of Ritvaa’s broader retail growth plans, with the brand looking to explore potential markets across Maharashtra and other high-potential jewellery markets in India. Alongside its physical presence, Ritvaa is focused on strengthening its digital and customer experience, with a long-term vision to build a trusted jewellery brand recognised for distinctive design, craftsmanship and meaningful jewellery.