ZOORI, a trusted jewellery brand built on craftsmanship, transparency and customer care, is gearing up for national expansion, targeting 25 stores across India over next one year, backed by more than two decades of jewellery manufacturing expertise.

ZOORI marks the evolution of an experienced jewellery manufacturer from behind the factory floor to directly serving customers. Combining lifestyle designs with certified natural diamonds, genuine gemstones and quality gold with BIS hallmarked 18 KT, 14 KT and 9 KT jewellery. The brand offers jewellery collections designed to complement diverse styles and occasions.

Mahesh Choudhary, Founder, Zoori said:

Jewellery in India has traditionally been treated as a heavy, occasional purchase. Zoori’s core philosophy shifts this narrative by establishing that fine jewellery belongs to everyday life rather than being locked away solely for weddings. By making real gold and diamond pieces lightweight and budget-friendly, Zoori caters directly to a new generation of buyers seeking affordable luxury. Our aim is to ensure customers feel cared for, not sold to, from their very first visit and for years to come

ZOORI’s expansion comes at a time when India’s jewellery market is witnessing changing consumer preferences, with growing demand for lightweight, versatile designs suited to everyday wear alongside traditional jewellery for weddings and special occasions.

According to IMARC Group’s India Jewellery Market report (2025) and industry surveys, 49% of consumers prefer lightweight, minimalist jewellery, compared with 15% who favour heavy, ornate pieces. Around 32% of millennials purchase jewellery for daily or office wear, while daily-wear jewellery is estimated to account for 30–35% of market demand, up from less than 15% a decade ago.

Despite the growing influence of online shopping, approximately 85% of jewellery purchases continue to take place offline, underscoring the importance of physical stores where customers can examine designs, assess quality and experience jewellery before making a purchase.

Sai Vineeth, Founder, ZOORI, speaking on the occasion said:

Now think about the India our parents grew up in. In the old India, gold was sacred, it was a saving, it was a security. You bought it, you blessed it, you locked it away in a safe, in a locker, and passed it down as heritage. Gold was something you kept; it wasn’t really something you wore. The India of today is a completely different country. This generation doesn’t want to lock their life away in a locker, they want to wear it daily. They are smarter about money than any generation before them. This is exactly the gap Zoori is built on: honesty. Honest pricing, certified stones, and real hallmarked gold jewellery.

These trends align with ZOORI’s focus on lifestyle jewellery, particularly daily-wear gold and diamond jewellery, complemented by a reassuring in-store experience. The brand seeks to bridge the gap between online discovery and the confidence that comes with purchasing jewellery in person, allowing customers to see, touch, try on and select pieces with ease,” says Sai Vineeth.

ZOORI aims to distinguish itself through a customer-first approach that prioritises long-term relationships over one-time transactions. Its customer-care programme includes free lifelong maintenance, a 20-day return policy, lifelong diamond exchange, membership and loyalty benefits, insurance options, and ongoing support through phone, WhatsApp and email. Through these initiatives, ZOORI aims to build lasting customer confidence in the authenticity, quality and value of its jewellery, extending the relationship well beyond the initial purchase.

As part of the growth strategy, ZOORI is introducing a Franchise Owned, Company Operated (FOCO) model, offering entrepreneurs an opportunity to invest in and own a jewellery showroom while leaving its operations to the company. Under this model, franchise partners provide the capital and own the store, while ZOORI manages its operations, combining the advantages of franchise ownership with the company’s manufacturing expertise, retail systems and operational capabilities.

According to Ankush Surana, Founder, Zoori:

The gold jewellery market is evolving. With gold prices on the rise, customers are increasingly postponing their purchase decisions. At the same time, Gen Z is redefining jewellery ownership. Unlike earlier generations, who often bought jewellery as an investment and kept it in lockers, today’s young consumers seek pieces they can wear every day—jewellery that is cool, minimal, versatile and luxurious. Recognising this shift in consumer preferences, we set out to create a brand that brings together contemporary design, everyday wearability and accessible luxury. 

That vision led to Zoori, a premium everyday luxury jewellery brand designed for the aspirations and lifestyles of the younger generation.

By retaining operational responsibility, ZOORI aims to ensure consistency in customer experience, merchandising, service standards and brand presentation across its expanding retail network. Our FOCO model enables franchise partners to participate in the growth of the brand while we manage the operational complexities of running a jewellery showroom, adds Ankush Surana.

ZOORI has charted an ambitious expansion plan to establish a strong presence across India, beginning with four stores in Hyderabad over the next three months. The first store, located on Raj Bhavan Road, Hyderabad, is set to open on October 18, 2026. As it expands into major cities nationwide, ZOORI also plans to launch an online platform, creating an integrated retail presence and making its everyday luxury collections accessible to customers across India.

About Zoori

The two-decade brand’s proposition centres on authenticity, quality craftsmanship and transparent pricing. The jewellery is appropriately certified, with gold jewellery BIS-hallmarked wherever applicable. Leveraging the manufacturing expertise, ZOORI aims to deliver genuine value through transparent pricing, without excessive showroom markups or high-pressure selling.

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