JB Insights
KISNA CELEBRATES 25th SHOWROOM MILESTONE
The inauguration represents a significant milestone for the esteemed brand, showcasing its unwavering commitment to expansion and accessibility. Amidst the festivities of Akshaya Tritiya, KISNA introduces the dazzling Tiana collection, designed to add an extra sparkle to the celebrations. Crafted with precision and passion, each piece in the collection embodies elegance and sophistication, reflecting the essence of Akshaya Tritiya.
KISNA Diamond & Gold Jewellery unveils its 25th exclusive showroom in India, marking a momentous occasion this Akshaya Tritiya. The inauguration represents a significant milestone for the esteemed brand, showcasing its unwavering commitment to expansion and accessibility.
Amidst the festivities of Akshaya Tritiya, KISNA introduces the dazzling Tiana collection, designed to add an extra sparkle to the celebrations. Crafted with precision and passion, each piece in the collection embodies elegance and sophistication, reflecting the essence of Akshaya Tritiya.
The opening of the 25th showroom is not just a number but a symbol of KISNA’s enduring dedication to excellence and customer satisfaction. Each new showroom enhances KISNA’s ability to offer its exquisite collections and bespoke services to different regions, bringing the brand closer to its consumers.
The expansion strategy not only includes increasing the number of outlets but also focuses on integrating advanced technological features and customer service enhancements. These innovations aim to improve the shopping experience and meet the high expectations of today’s jewellery buyers.
The showroom launch at Lucknow, Uttar Pradesh, not only strengthens KISNA’s dedication to expanding its retail footprint but also highlights its vision to establish the widest network of Exclusive Brand Showrooms across India. This strategic move aims to ensure accessibility to KISNA’s unparalleled craftsmanship and timeless designs to the modern Indian women.
Commenting on the launch, Mr. Ghanshyam Dholakia, Founder & M.D, Hari Krishna Group, stated, ” We are delighted to mark this momentous occasion with the opening of our 25th exclusive showroom across
India. Akshaya Tritiya holds special significance for us, and we are pleased to launch our 25th showroom for our valued consumers. With a vision of ‘Har Ghar KISNA’, we aim to be the fastest growing diamond jewellery brand in India and make every woman’s dream of owning a diamond jewellery come true.”
Mr. Parag Shah, Director, KISNA Diamond & Gold Jewellery, said, ” As we unveiled our 25th showroom in Lucknow, we celebrate not just a milestone, but a testament to our unwavering commitment to excellence. Each showroom represents our dedication to redefining luxury jewellery shopping, offering consumers an unforgettable experience of elegance and refinement. This is just the beginning, we are excited about the future and look forward to bringing KISNA closer to more customers across India and beyond. Here’s to elevating the KISNA legacy, one showroom at a time.’’
KISNA’s journey from a single showroom to a network of 25 across India is a testament to its vision and efforts. As the brand celebrates this important milestone, it reaffirms its commitment to excellence and its role as a leader in India’s vibrant jewellery market.
As KISNA Diamond and Gold Jewellery celebrates the opening of its 25th franchise showroom across India, the brand is not only expanding its retail presence but also deepening its commitment to social responsibility and sustainability. In an effort
to empower underprivileged communities, KISNA has been distributing Papad Making Machines and Sewing Machines, enabling individuals to start their own small-scale businesses and achieve economic independence on every showroom launch. Furthermore, the brand has also committed to provide food meals to those in need and plant saplings on behalf of every purchase made by its consumer base at the showroom.
KISNA Diamond & Gold Jewellery is a flagship brand from Hari Krishna Group, the parent company has a rich legacy spanning over 30+ years and supplies diamonds to 85+ countries across the globe.
KISNA Diamond and Gold Jewellery has distinguished itself in the competitive marketplace by prioritizing a consumer-centric approach that focuses on delivering exceptional value and personalized services.
For those seeking timeless
beauty and unmatched quality, KISNA invites you to celebrate life’s precious moments with the brilliance of its exquisite collections.
Amit Kumar, CEO & Co-founder, QWEEN, speaking to JewelBuzz, said jewellery brands are actually “marketplaces masquerading as brands.” QWEEN disrupts the fragmented diamond industry by replacing “aggregator” models with a 100% natural, Mine-to-Market approach. By sourcing exclusively from Rosy Blue, they maintain a closed-loop supply chain that guarantees a documented, audited journey for every stone. Moving beyond marketing jargon, QWEEN prioritises transparency and ethical integrity through Kimberley Process compliance, transforming the intimidating traditional buying process into a confident, self-discovery experience for the modern woman.
You’ve made a bold claim that most Indian jewellery brands are actually “marketplaces masquerading as brands.” What do you mean by that?
For decades, the industry has operated on an illusion. Most retailers act like aggregators—they source diamonds from a vast web of multiple vendors in various batches. Much like a restaurant sourcing ingredients from different suppliers to save costs, these jewellers prioritise efficiency over consistency. The result is a fragmented supply chain where even the jeweller often cannot tell you the true origin of the stones they are selling. We felt modern luxury deserved better than that ambiguity.
QWEEN calls itself India’s first “100% natural, Mine-to-Market” brand. How does your sourcing model actually differ from the norm?
We chose a path that is intentionally harder and slower. Instead of juggling multiple vendors, we source every single diamond from one revered origin: Rosy Blue. With over 63 years of heritage, they aren’t just a supplier; they are our strategic supply-chain investors. Because they are sightholders with direct access to ethically sourced rough diamonds, we have a documented, audited chain of custody. We don’t just trace a diamond to a country; we trace it through its entire journey.
Ethical sourcing is a popular buzzword. How do you move beyond “marketing narratives” to provide verifiable proof to your customers?
We believe trust is built through structural integrity, not just slogans. Every diamond at QWEEN is Kimberley Process compliant, meaning it is verifiably conflict-free by global standards. Because we don’t deal in “mixed batches,” there is zero room for inconsistency. We intend to prove this transparency directly to our customers within our retail stores, showing them the verifiable truth behind their purchase.
You often mention moving away from “jargon and intimidation” in the buying process. What does the “self-discovery” experience look like for a woman shopping at QWEEN?
Historically, buying diamonds has felt transactional or even intimidating. We want to change that. When a woman understands exactly where her diamond came from, who worked on it, and why it’s graded a certain way, the purchase transforms. It’s no longer about pressure; it’s about ownership and confidence. We want our customers to connect the diamond’s journey to their own identity and values.
What is next for QWEEN, and where can customers experience this new model of luxury?
Our philosophy is coming to life in our upcoming experiential stores in Bangalore and Delhi. These won’t just be retail spaces; they are environments designed for clarity and intent. We aren’t building this brand on the size of our assortment, but on the courage to do things differently.
| Feature | Traditional Marketplaces | QWEEN (Mine-to-Market) |
|---|---|---|
| Sourcing | Fragmented: Diamonds pass through many hands, making it hard to pinpoint origin. | Single Source: Sourced directly through Rosy Blue, ensuring a closed-loop system. |
| Traceability | Opaque: Often impossible to guarantee the exact journey of a specific stone. | Fully Documented: Offers a clear, verifiable chain of custody from the mine to the wearer. |
| Ethical Standards | Inconsistent: Rely heavily on vague marketing or secondary certifications. | Strict Compliance: 100% Kimberley Process compliant with rigorous ethical oversight. |
| Customer Vibe | Transactional: Can feel cold, intimidating, and buried in technical jargon. | Experiential: Focuses on the “story” of the diamond, making it personal and relatable. |
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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.