New Premises
Indriya, Aditya Birla Jewellery, crosses 50 Stores Nationwide
Indriya, Aditya Birla Jewellery, has reached a golden milestone in its remarkable expansion journey, as its national footprint has hit 50 stores across India. The third store in Bangalore, launched today, is the landmark store that makes Indriya hits half century. This achievement not only highlights Indriya’s rapid growth and scaling capabilities but also reflects its increasing resonance with consumers in the organised jewellery retail sector and underscoring its commitment to celebrating endless love for jewellery.
In a short span, Indriya has emerged as one of India’s fastest-growing fine jewellery brands, expanding across metros and high-potential markets with a sharp focus on craftsmanship, retail excellence, and customer experience. As a trusted bridal destination, Indriya has been helping brides become the bride of their dreams through its regional bridal assortment and exquisite designs. The brand operates multiple stores in leading cities including Delhi, Mumbai, Hyderabad, Pune, Bangalore, Ahmedabad, Jaipur, Patna, Indore, and Lucknow, along with a growing presence across prominent cities—cementing its position as a rapidly scaling national jewellery brand backed by the Aditya Birla Group.
Speaking on the occasion, Dilip Gaur, Director, Indriya, Aditya Birla Jewellery, said, “As we scale our presence across India, reaching 50 stores is a meaningful and celebratory milestone for us—one that reflects disciplined execution, strong consumer trust, and a clear brand vision. This expansion underscores our long-term commitment to building a nationally admired jewellery brand.
Indriya’s growth story is deeply strengthened by the trust and legacy of the Aditya Birla Group. For more than a century, the Group has stood for reliability, governance, and long-term value creation—qualities that naturally extend to Indriya’s mission. Backed by the credibility of the Group, Indriya moves forward with the assurance that our foundation is as strong as the future we are creating.”
Sandeep Kohli, CEO, Indriya, added, “Indriya’s 50 store milestone is a testament to our journey as a design-led, experience-first jewellery brand that resonates with modern India. Our growth momentum is driven by craftsmanship excellence, differentiated retail formats, and a deep understanding of evolving consumer aspirations, all while celebrating the nation’s endless love for jewellery.
This milestone further strengthens our promise to be a part of our customers’ most cherished life moments, from bridal celebrations to everyday elegance. We remain focused on accelerating our growth trajectory while setting new benchmarks in organised jewellery retail.”
Indriya by the Aditya Birla Group is strengthening its presence in nationally, bringing the jewellery experience to customers while marking its significant 50th store milestone in India—a celebration of expansion and brand excellence.
New Premises
Marli New York Unveils Madison Avenue Flagship Boutique
New Luxury Space Blends Contemporary Design, Personalised Experiences, and New York-Inspired Architecture
Marli New York has expanded its retail presence with the opening of a new flagship boutique on Madison Avenue in New York City. Located at 785 Madison Avenue, between East 66th and 67th Streets, the 2,418-square-foot store marks the brand’s second location in New York, alongside its existing boutique at Hudson Yards.
Founded in 2014 by Maral Artinian, Marli has steadily built a global presence with boutiques across Europe, the Middle East, and the United States. The newly opened flagship has been designed as more than just a retail destination, offering clients a space to engage more deeply with the brand’s jewellery collections and creative philosophy.
Speaking about the opening, Maral Artinian shared that the boutique was envisioned as a place where clients can experience meaningful interactions with the brand while encouraging creativity, discovery, and personal connection within the Marli universe.
Designed in collaboration with architectural firm Aranda\Lasch, the two-storey boutique reflects Marli’s signature aesthetic through custom-designed furnishings, warm interiors, and thoughtfully curated spaces that encourage conversation and exploration.
The boutique also pays tribute to New York City, a long-standing source of inspiration for Artinian’s designs. The interiors incorporate Indiana limestone sourced from the same quarries used for iconic landmarks such as the Rockefeller Center, the Empire State Building, and the Metropolitan Museum of Art.
Touches of teal, Marli’s signature colour, appear throughout the space, adding energy while reinforcing the brand’s modern identity.
One of the standout additions to the flagship is the redesigned M Lounge on the ground floor. Unlike traditional seated lounges seen in other Marli boutiques, the New York version has been reimagined as a more dynamic, studio-inspired environment featuring full-length mirrors that allow visitors to experience the jewellery in an immersive and interactive way.
The boutique also houses the exclusive Marli Club on the second floor — a private, light-filled sanctuary designed to create a more intimate luxury experience. At its centre is a handcrafted statement table created by Artinian in collaboration with New York-based designer Djivan Schapira, reflecting their shared Armenian heritage. The table features shifting blue tones accented by a gold pyramid centrepiece.
Artinian described the flagship as a reflection of the Marli spirit, where design, individuality, and emotion come together to create memorable and meaningful experiences for clients.
The new boutique showcases Marli’s signature collections including Cleo, Avenues, Tip-Top, and Empire, alongside the brand’s recently launched timepiece collection.
Artinian further noted that the Madison Avenue flagship represents a celebration of the city that has continually inspired the brand, while also offering visitors an opportunity to experience the artistry, discovery, and design philosophy that define Marli.
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