Keemti Jewels, India’s most trusted and price-efficient diamond jewellery brand, has further strengthened its presence in Mumbai with the inauguration of its second flagship store in the city, in Borivali West. The store was inaugurated in the presence of Shri Sanjay Upadhyay Ji, Hon’ble MLA – Borivali Vidhan Sabha, General Secretary, BJP Mumbai, and Hon’ble President, Mumbai BJP and Member of the Legislative Assembly, Maharashtra, marking another milestone in the brand’s rapidly expanding retail journey.

Located at Shop No. 1 & 2, Ground Floor, The Haveli Co-op Housing Society, Gulmohar Road, Sundar Nagar, Borivali West, Mumbai, Maharashtra 400092, the new store brings Keemti’s contemporary lab grown diamond jewellery experience to one of Mumbai’s established residential and retail markets.

The Borivali launch comes soon after the opening of Keemti’s first Mumbai flagship in Andheri, making it the brand’s second store in the city and another step in its strategy of building a strong retail presence across key markets. With stores opening back-to-back across India, Keemti is moving rapidly to establish a nationwide network and make its proposition accessible to a larger consumer base.

At the heart of Keemti’s proposition is its approach to disrupting the lab grown diamond jewellery buying experience. The brand operates through an in-house manufacturing setup and its own design capabilities, allowing it to have greater control over design, production and pricing. Its vertically integrated, factory-direct model reduces traditional layers between manufacturing and the consumer, enabling Keemti to offer certified lab grown diamond jewellery at significantly more price-efficient rates.

With diamonds available at approximately Rs 30,000 per carat, Keemti is challenging conventional pricing in the category while focusing on design, certification and craftsmanship.

The new Borivali store offers a wide selection across rings, earrings, bracelets and neckwear, alongside other diamond jewellery designed for everyday, workwear, wedding and occasion dressing. Customers can explore different designs, diamond sizes and styles, with Keemti also offering made-to-order options that allow them to customize their jewellery based on their preferences.

Speaking at the inauguration, Armaan Kothari, Founder & Managing Director, Keemti Jewels, said:

“Mumbai has been an important market for Keemti, and opening our second store here is an exciting milestone for us. Borivali has a strong and evolving consumer base, and we wanted to bring our jewellery closer to customers in this part of the city. Our aim has always been to change the way people experience and purchase diamond jewellery by bringing together good design, our own manufacturing capabilities and genuinely price-efficient offerings. As we continue to open stores across India, we are focused on building a brand that consumers can trust and return to for different jewellery needs.”

Keemti’s retail expansion reflects the growing momentum behind its business model. Built on the Kothari Group’s 45+ years of expertise in diamond manufacturing and jewellery, the brand combines this manufacturing heritage with its own design studio, in-house production and a contemporary retail experience. Backed by the Kothari Group, entrepreneur Nikhil Kamath and Kavin Shah, Keemti is building a new-age jewellery business focused on making diamond jewellery more accessible and relevant to today’s consumer.

The Borivali store is another step in Keemti’s rapid retail expansion, with the brand targeting 88 stores by December 2026. With consecutive store openings across cities, Keemti is building scale while strengthening its proposition of design-led, certified lab grown diamond jewellery at transparent and price-efficient prices.

As the brand continues to expand, Keemti’s larger ambition is to disrupt the way diamond jewellery is bought in India, bringing together in-house design, manufacturing, competitive pricing and a contemporary retail experience to create a more accessible and transparent way of buying fine jewellery.