National News
Kumari Fine Jewellery Redefines Luxury Retail with Immersive Brand Experiences in Mumbai
From QR-enabled streetscapes to social media-friendly store interiors, the brand is building more than stores—it’s crafting moments.
In an age where attention spans are fleeting and consumer expectations ever-evolving, Kumari Fine Jewellery is quietly rewriting the rulebook on luxury retail. The brand’s recent store launch in Mumbai’s Bandra wasn’t just a commercial debut—it was a masterclass in immersive brand-building.
Instead of sticking to conventional promotions, Kumari created an interactive public experience that blurred the lines between art installation, fashion fantasy, and marketing. Think oversized candy-pink handbags gliding down Turner Road, floral walls transforming sidewalks, and neon signage that felt more like a music video set than a jewellery storefront.
But at the heart of this strategy wasn’t just aesthetic flair—it was smart consumer engagement. QR codes embedded into the installations guided intrigued passers-by from the street straight into the store (and in many cases, into a purchase). An “Insta Wall” inside the store turned every visitor into a potential brand ambassador, with shareable photo ops baked into the experience.
According to CEO Amit Bandi, the goal was to ensure the brand stood apart in a city saturated with traditional luxury formats. “We’re not in the business of just selling jewellery,” Bandi said. “We’re creating living brand moments—the kind that people remember, post about, and return to.”
This experiential philosophy extends beyond launch day theatrics. The brand’s design language—rooted in youthful maximalism—is reflected in every detail, from floral-wrapped façades to interactive installations that invite discovery and delight.
Managing Director Vikas Kataria elaborates, “Today’s luxury consumer isn’t just buying a product—they’re investing in a narrative, a feeling, a memory. Our job is to deliver that at every touchpoint.”
Kumari’s Bandra opening follows its inaugural flagship at Kala Ghoda and signals the brand’s intent to scale this experience-led approach. Plans are underway for several more stores across Mumbai, each envisioned as a unique chapter in a growing story of luxury, identity, and innovation.
In a landscape where traditional jewellery retail often leans on legacy and lineage, Kumari is charting a different course—one that speaks to the modern Indian woman: bold, expressive, and unafraid to turn heads.
National News
India Jewellery Industry Is Witnessing A Transition Towards Organized Retail, Branded Formats, Experience-Driven Environments: CBRE Research Report
GJ Sector’s Share Of Organized Retail Leasing Has Increased From 2% In 2019 to 8% In 2025
India’s retail sector is witnessing a marked expansion, and within this broader landscape the jewellery segment has emerged as a significant anchor. The industry is witnessing a decisive transition towards organised retail, branded formats, and experience-driven environments, as consumers are increasingly prioritising transparency, certification, and elevated in-store experiences.
As the jewellery industry evolves, the allure of a gemstone is being complemented by the precision of high-tech innovation. This ‘phygital’ shift reflects a fundamental change in how consumers discover, customise, and value jewellery.
In this context, All That Glitters: Jewellery Brands Recast India’s Retail Footprint, the first edition of CBRE Research’s Retail Deep Dive Series, launched at the Phygital Retail Convention in Mumbai, examines the structural forces reshaping the sector. The report highlights how evolving consumer expectations, the rise of new product categories, and the adoption of differentiated store formats are influencing how jewellery brands plan and expand their physical footprints.
Notably, the sector’s share of organised retail leasing has increased from 2% in 2019 to 8% in 2025, placing jewellery among the top three demand drivers after Fashion & Apparel and Food & Beverage.
The sector’s ongoing transformation is fundamentally propelled by four strategic shifts:
- Organised Retail Shift: Brands are expanding footprint as customers increasingly seek transparency and luxury experiences.
- Experience Over Investment: Consumers now prioritise design-centric, certified, and wearable branded assets.
- The LGD Wave: Lab-grown diamonds offer ethical, accessible luxury for younger cohorts.
- Fashion Jewellery’s Ascent: The category has transitioned into versatile, high-frequency lifestyle accessory than a conventional generational heirloom.
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