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New Premises

HM Sarafa Bazaar Introduces iAMORY, a New Experiential Silver & Lab-Grown Diamond Destination in Mumbai

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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.

Archit Jain,

“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.”

Anokhi Jain

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.

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New Premises

Senco Gold & Diamonds’ Nagpur Store Marks its Grand Opening With Actor, Bhumi Satish Pednekkar

Located at S Ambazari Road, Laxminagar, the Brand’s Only Store in the City Opens its Doors with Much Fanfare, Offering a Refreshed and Modern Retail Experience for Consumers.

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Senco Gold & Diamonds has opened the doors of its store in Laxminagar, Nagpur, in a display of grandeur, significantly reinforcing its presence in key markets across Maharashtra with a total store count of 10. The grand opening was also marked by the esteemed presence of actor Bhumi Satish Pednekkar, who added a dash of glamour to the unveiling of the store.

Re-designed as a modern jewellery haven, the brand’s only outlet in Nagpur is spread across 5,000 sq. ft., and displays Senco’s most iconic and intricately crafted gold, diamond and platinum collections be it heirloom-inspired traditional designs or sleek, contemporary silhouettes. For walk-in customers, the store offers a more immersive and enhanced browsing and shopping experience.

From Senco’s latest Everlite additions to the Retro collection, blending vintage influences with modern minimalism, the store also marks the unveiling of the Elements of Nature collection, drawing inspiration from the forms and textures of nature and translating them into finely crafted jewellery, the store displays a wide range catering to the evolving tastes of Nagpur’s discerning customers.

Suvankar Sen, MD & CEO, Senco Gold & Diamonds, said:

“Nagpur is an important market for us, given its growing consumer base and cultural richness. We are delighted to further strengthen our presence in Maharashtra to 10 stores with the grand opening of this retail outlet. At Senco Gold & Diamonds, we remain focused on product excellence, innovative design and delivering a seamless customer experience

On the occasion, the franchise owner of the Nagpur store, Davesh Laddha, also said, “This grand opening marks an important milestone for us, and we are delighted to open Senco Gold & Diamonds in Nagpur in such a grand way. The city’s growing and discerning customer base makes it an exciting market, and we are committed to offering a thoughtfully curated range of jewellery that caters to diverse preferences. We aim to provide not just a retail space, but an experience where customers can discover designs, celebrate special moments, and build lasting associations with the brand.”

With this launch, Senco continues to strengthen its presence in Maharashtra, expanding its reach across key cities and bringing its signature craftsmanship to a wider audience.

Strategically located at S Ambazari Road, Laxminagar, the store is poised to be a go-to destination for jewellery lovers in Nagpur, offering an immersive retail experience that blends Senco’s legacy of craftsmanship with a refined, contemporary setting.

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