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.
National News
Shringar House of Mangalsutra Ltd. Flags Off the Pune Expansion, Inaugurated by PNG Jewellers CMD Saurabh Gadgil
The opening of Pune Sales Office to strategically drive expansion across Pune, Marathwada and Vidarbha region
Shringar House of Mangalsutra Limited, India’s most trusted B2B gold jewellery manufacturer specializing in mangalsutras, has strengthened its presence in Maharashtra through the launch of a strategic Pune sales office, which was inaugurated by Saurabh V. Gadgil, CMD of P N Gadgil Jewellers Limited (PNG).
Shringar House of Mangalsutra Limited, India’s most trusted B2B gold jewellery manufacturer specializing in mangalsutras, has strengthened its presence in Maharashtra through the launch of a strategic Pune sales office, which was inaugurated by Saurabh V. Gadgil, CMD of P N Gadgil Jewellers Limited (PNG).
With Maharashtra playing an increasingly important role in India’s jewellery value chain, the company plans to deepen retail partnerships, expand its design portfolio and strengthen its B2B infrastructure across the region. The Pune office represents a foundational step in Shringar House of Mangalsutra Limited’s strategy to consolidate its position as a leading specialist in the mangalsutra category.
The Pune sales office will function as a central commercial and coordination hub for operations across Pune, Marathwada and Vidarbha regions, supporting closer engagement with jewellery retailers, wholesalers and corporate jewellery brands.
Pune’s location enables Shringar House of Mangalsutra Limited to service premium urban jewellery markets while extending efficient trade coverage to Marathwada and Vidarbha, where mangalsutras remain integral to bridal and ritual jewellery demand.

Commenting on the expansion, Chetan Thadeshwar, Chairman, Shringar House of Mangalsutra Limited, said: “Our Pune sales office is a strategic step aligned with our long-term vision to enhance accessibility, quality product and a wide variety of mangalsutras for retailers across Maharashtra. The state represents a critical market for us, and this expansion strengthens our ability to work closely with partners and support their growth with greater efficiency and consistency.”
Viraj Thadeshwar, CEO and Executive Director, Shringar House of Mangalsutra Limited, added, “The launch of our Pune sales office marks an important step in strengthening on-ground engagement with our retail partners in Maharashtra. This presence allows us to respond faster to market needs, improve supply efficiencies, and ensure consistent availability of designs across price points. As demand continues to evolve, our focus remains on building a scalable and agile distribution network that supports long-term partner growth.”

Speaking at the inauguration, Dr. Saurabh Gadgil, Chairman and Managing Director, PNG Jewellers, said:

“I am honoured to be part of the inauguration of Shringar – House of Mangalsutra’s new office in Pune. Shringar has been a trusted partner to PNG Jewellers for many years, and our teams share a very close and collaborative working relationship. Mangalsutras are a significant and culturally important category in the Indian jewellery landscape, and Shringar is among the finest manufacturers in this space, known for their vast product range, exceptional designs and consistent quality.
This new office will further strengthen their ability to serve the western India market and support many more jewellers across the region. I extend my best wishes to Chetan Thadeshwar ji and his sons, Viraj and Balraj, for continued success.”
With decades of experience in mangalsutra manufacturing, Shringar House of Mangalsutra Limited continues to focus on design innovation, manufacturing excellence and dependable supply partnerships across India.
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