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.
New Premises
Actress Sonal Chauhan Inaugurates KISNA’s Largest Jewellery Showroom In Bhubaneswar, Marks 171st Showroom In India and 9th In Odisha
- Spread Across 4,056 sq. ft. Over Two Levels, The Flagship showroom marks an investment of approximately Rs 24 crore
- The landmark launch reinforces KISNA’s presence in Odisha, a key market in East India, its second-largest region in terms of business contribution
- With 171 exclusive showrooms nationwide, KISNA aims to reach 200 stores by the end of 2026
KISNA Diamond & Gold Jewellery, one of India’s foremost jewellery brands, inaugurated its largest showroom nationwide at Janpath, Bhubaneswar, marking a significant milestone in its retail expansion journey. Spread across 4,056 sq. ft. over two levels, the flagship showroom represents an investment of approximately Rs 24 crore. The grand inauguration was graced by Bollywood actress Sonal Chauhan, alongside Ghanshyam Dholakia, Founder, Hari Krishna Group and KISNA Diamond & Gold Jewellery.
The launch marks KISNA’s 9th exclusive showroom in Odisha, further strengthening its footprint in East India, the brand’s second-largest region in terms of overall business contribution. With 171 exclusive showrooms nationwide, KISNA aims to expand its network to 200 stores by the end of 2026, across metros and Tier 2 and Tier 3 markets.
Strategically located at Plot No. 662(B), opposite the Regional PF Office, Janpath Road, one of Bhubaneswar’s prominent commercial locations, the flagship showroom brings together KISNA’s extensive portfolio of diamond and gold jewellery under one roof. Designed to offer an elevated retail experience, the expansive showroom features collections catering to everyday wear, festive celebrations, gifting and weddings. The offerings span rings, earrings, pendants, mangalsutras, necklaces, bangles and bracelets, combining fine craftsmanship, contemporary designs and accessible pricing.
Speaking on the inauguration, Ghanshyam Dholakia, Founder & Managing Director, Hari Krishna Exports and KISNA Diamond & Gold Jewellery, said:
“The opening of our largest showroom in India at Bhubaneswar reflects our confidence in Odisha’s growth potential and the increasing demand for organised jewellery retail. With East India emerging as a significant contributor to our business, we see strong opportunities to deepen our presence in the region. The confidence of our franchise partners and the strength of our FOFO model enable us to bring quality diamond and gold jewellery closer to customers while delivering a consistent retail experience.”
Speaking on the occasion, Bollywood actress Sonal Chauhan said:
“Jewellery is such an important part of our celebrations, especially during the festive season, when every piece carries a special meaning. I love how KISNA brings together timeless craftsmanship and contemporary designs to suit different styles and occasions. It was wonderful to inaugurate the brand’s largest showroom in India here in Bhubaneswar and celebrate this milestone with the people of Odisha.”
With Navratri celebrations underway and Durga Puja, Dhanteras, Diwali and the wedding season approaching, the showroom launch comes at a significant time for festive jewellery shopping. Customers can avail KISNA’s Gold Rate Protection Plan, allowing them to book jewellery with a 25% advance and benefit from the lower gold rate at booking or billing, alongside old gold exchange and buyback options. Customers can also participate in KISNA’s Grand Festive Lucky Draw, offering a chance to win over 800 vehicles, including cars and two-wheelers.
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