New Premises
HM Sarafa Bazaar Introduces iAMORY, a New Experiential Silver & Lab-Grown Diamond Destination in Mumbai
HM Sarafa Bazaar, a trusted jewellery name with an 80-year legacy, has entered the D2C market with the launch of iAMORY, its first experiential store in Chandivali, Powai. The new brand brings together handcrafted 925 sterling silver jewellery and a 14 ct lab-grown diamond collection, featuring designs inspired by Mumbai’s modern and expressive spirit.
Founded by Archit Jain and Anokhi Jain, iAMORY merges traditional craftsmanship with contemporary aesthetics, offering an immersive and personalised retail experience. The launch comes at a time when soaring gold prices—now crossing Rs.1 lakh per 10 grams—are pushing consumers, especially Gen Z and modern women, towards precious yet accessible alternatives.
“We created iAMORY when gold prices crossed Rs. lakh per 10 grams. Consumers today prefer affordable, fashionable, and precious silver jewellery. Jewellery is now a form of self-expression,” said Archit Jain, Co-Founder of HM Sarafa Bazaar and iAMORY.
Echoing the sentiment, Anokhi Jain added, “Luxury today must feel personal and relatable. Mumbai, the fashion capital, was the natural choice for our first store. Fine jewellery should live with you—not stay locked away.”
HM Sarafa Bazaar, launched during the pandemic, has rapidly grown into a leading digital B2B marketplace. With iAMORY, the company steps confidently into the retail consumer space, backed by decades of sourcing strength and manufacturing expertise.
The brand is now gearing up for an ambitious offline footprint, with 8–10 stores planned across Mumbai. Franchise interest from jewellers nationwide has already begun, and upcoming services include a ‘Try at Home’ feature for lab-grown diamond jewellery, offering customers convenience and a premium experience.
With its Mumbai debut, iAMORY introduces a new wave of modern luxury, emotional design, and accessible fine jewellery—reflecting the evolving tastes of today’s young, expressive Indian consumers.
Candere, the lifestyle jewellery brand by Kalyan Jewellers known for its modern and trend-led designs, has expanded its retail presence in Maharashtra with the launch of two new stores, one each in Andheri and Mulund. These new additions, marking Candere’s 97th and 98th store nationwide, further reinforce the brand’s commitment to offering accessible, stylish, and contemporary jewellery for today’s discerning customers.
The newly launched Andheri and Mulund stores mark Candere’s expanding footprint in Mumbai, bringing its curated jewellery experience to the city’s vibrant and style-conscious audience. With these launches, Candere has expanded its retail presence in the Mumbai Metropolitan Region (MMR) to nine stores.
The Andheri store and the Mulund store, which are the 8th and 9th outlets in the MMR, cater to the bustling suburban hub and the central region, respectively. Both outlets are thoughtfully designed to offer a seamless blend of digital-first convenience and personalized in-store service, ensuring every visit reflects Candere’s commitment to elegance, innovation, and exceptional shopping experiences. These store launches come at a time when Candere continues to expand its omnichannel presence, backed by the trust and legacy of Kalyan Jewellers.
Known for its lightweight, versatile, and trend-forward jewellery, Candere appeals to Gen Z, working professionals, and style-conscious individuals looking for contemporary designs at accessible price points starting from Rs.10,000. Each piece reflects the brand’s core ethos to help customers express their individuality through meaningful jewellery that fits effortlessly into their lifestyle.
To mark the launch of its new store, Candere is offering special promotions — a flat 25% off on making charges for gold, diamond, and platinum jewellery, along with 25% off on diamond stone value and 20% off on soslitaire stone prices.
Through the launch of these two flagship stores, Candere not only solidifies its footprint across essential markets in Maharashtra but also reaffirms its vision of becoming the country’s leading lifestyle jewellery brand with a strong, expansive retail network.
Mavitrra Launches the “Minimalistic Diamond Collection” – A Quiet Celebration of Everyday Elegance and Contemporary Luxury
Breaking the Mold: Men’s Jewellery Becomes the New Creative Frontier
Sotheby’s Withdraws Rare 10-Carat Pink Diamond from Geneva High Jewelry Auction
-
BrandBuzz1 week agoVBJ SINCE 1900 Fiesting Over 2000 Unique Jhumka Designs
-
BrandBuzz1 week agoIndriya unveils Rajashree, the Bridal Collection of Maharashtra
-
New Premises1 week agoZen Diamond, unveils latest boutique at Chandigarh
-
BrandBuzz6 days agoReva by P. N. Gadgil & Sons Debuts ‘The Bridal Collection’: Merging Timeless Heritage with Contemporary Diamond Splendor.
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.