GlamBuzz
Kushal’s Fashion Jewellery Marks Milestone of 100 Stores, Aims to Reach 150 by the End of This Financial Year
Celebrates milestone with Bollywood actor Nushrratt Bharuccha and a vision to redefine everyday elegance for the modern Indian woman
Kushal’s Fashion Jewellery, India’s leading Fashion and silver jewellery brand, has marked a significant milestone with the opening of its 100th store in India.This growth milestone was celebrated at their newest outlet launch located at Nexus Koramangala Mall, Bengaluru. The launch was celebrated in the presence of Bollywood actor Nushrratt Bharuccha, who inaugurated the store to mark what has been a remarkable journey spanning nearly two decades of growth and connection with consumers across the country.
Kushal’s Fashion Jewellery plans to continue its growth trajectory and is targeting 150 stores by the end of this financial year, with deeper expansion into high-growth Tier 1, 2, and 3 cities. The company also plans to launch new collections, enhance product quality through innovations in plating technology, and further expand its latest “Elevated Everyday” line. As part of its long-term expansion roadmap, Kushal’s Fashion Jewellery is targeting 300 stores across the country in the next three years, aiming to bring affordable & fashionable jewellery to every corner of the country.
Founded in 2006, Kushal’s Fashion Jewellery has built a strong presence across the country, with 100 stores in 38 cities. The brand has steadily grown among the metros and Tier 2 and Tier 3 markets, offering a unique blend of Indian craftsmanship and contemporary design. Its product portfolio spans over 10,000 meticulously crafted designs including antique, kundan, zircon, temple, and 92.5 BIS-hallmarked sterling silver jewellery-known for their superior quality and premium handfeel. The range features necklaces, earrings, chokers, rings, bracelets, maang tikas, brooches and more designed to cater to celebration, bridal, office and everyday wear.
The expansion strategy reflects the brand’s commitment to offering a best-in-class shopping experience. Exclusive launch-day offers were added to the celebration, pulling large crowds and loyal consumers to the event. Influencers were also present, adding to the buzz and reach of the event.
Commenting on the milestone, Manish Gulechha, Co-founder of Kushal’s Fashion Jewellery, said, “Reaching 100 stores is a proud and emotional moment for us. What started as a vision in 2006 has grown into a brand that speaks to modern Indian women across India. This achievement is a result of the trust our consumers have placed in us and the dedication of our team across all locations. We remain committed to delivering stylish designs, high-quality materials, and an exceptional shopping experience whether in-store or online.”
Actor Nushrratt Bharuccha shared her enthusiasm for the brand, stating, “Kushal’s fashion jewellery has always stood out to me for its elegance and versatility. Whether it’s a big celebration or everyday wear, they have something for every occasion. I’m honoured to be part of this celebration and to witness the love people have for this brand.”
With a strong foundation in the southern markets such as Karnataka, Andhra Pradesh, Telangana, Tamil Nadu, and Kerala. The brand has also rapidly expanded into Mumbai, Chandigarh, Pune, Lucknow, Bhopal, and Guwahati. Kushal’s Fashion Jewellery aims to solidify its footprint in every corner of India, bringing premium fashion jewellery within reach of every modern Indian woman.
In addition to its physical presence, Kushal’s Fashion Jewellery continues to strengthen its omnichannel strategy through its website, mobile app, and active social media engagement. The online platforms, including Kushals.com, allows consumers across the country to explore and purchase jewellery seamlessly, supported by a unified offline and online experience.
For decades, Indian jewellery advertising revolved around brides, tradition, and heirloom glamour. But the narrative is shifting — fast. The global men’s jewellery market, valued at $48.5 billion in 2024, is projected to reach $75.9 billion by 2034, fuelled by cultural evolution, celebrity influence, and the rise of jewellery as personal expression.
In India and the Asia-Pacific region, this trend is even more pronounced. Urban, fashion-forward consumers with growing spending power are embracing jewellery as an extension of identity. As a result, men’s jewellery is no longer a niche — it is becoming one of the most dynamic creative spaces in advertising today.
Brands are moving beyond selling accessories; they are reshaping modern masculinity, crafting fresh visual stories, and redefining aspiration. Jewellery is no longer static — it is identity, narrative, and performance. And as men’s jewellery becomes more expressive and fluid, creativity becomes the ultimate differentiator.
Here are some standout brands and celebrities redefining the men’s jewellery movement:
Allu Sirish Makes a Statement with Kishandas Jewellery
Actor Allu Sirish, accompanied by fiancée Nayanika, wore a striking choker by Kishandas Jewellery during their engagement.
The choice reflects a growing acceptance of ornate, expressive pieces for men on special occasions.
A bold move — and a beautiful nod to heritage craftsmanship.
Lakshya Lalwani embodies timeless royalty in Tyaani by Karan Johar
Regal charm meets heritage craftsmanship as Lakshya Lalwani brings alive Tyaani’s signature Polki elegance. The campaign, curated by Tyaani by Karan Johar, showcases a modern yet royal interpretation of uncut diamonds — a fresh take on masculine luxury.
MEN’S EDIT: THE POWER OF BRILLIANCE — Fiona Diamonds
Fiona Diamonds presents The Men’s Edit — a collection where precision craftsmanship meets quiet confidence.
Every diamond link embodies power, presence, and purpose, redefining what modern masculine luxury looks like.
GIVA — Silver, Gold & Lab-Grown Diamonds for the Modern Man
With a playful yet powerful tone, GIVA taps into contemporary trends:
“Men who wear silver earrings are 99% hotter. We don’t make the rules.”
Their men’s line offers bracelets, chains, rings, earrings, and LGD creations that blend strength, individuality, and subtle elegance.
Perfect for gifting — or for the man who owns his shine.
Mohanlal x Vinsmera — Breaking Stereotypes, Embracing Fluidity
Superstar Mohanlal, the face of Vinsmera, captures the brand’s vision of evolving jewellery culture beyond boundaries.
In the campaign, he gracefully wears traditionally women’s jewellery, normalising the idea that adornment has no gender.
Vinsmera’s entry into India focuses on diversity, inclusivity, and a bold reimagining of men’s jewellery.
Men’s Jewellery: Not Just an Accessory, but a Movement
From Polki chokers to diamond links, from gender-fluid styling to modern silver edits — men’s jewellery is evolving into an aspirational, expressive category with limitless creative potential.
And as this space grows, each campaign becomes an opportunity to rewrite not just style — but perception.
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P. N. Gadgil & Sons Unveils Bold New Men’s Gold Jewellery Collection for International Men’s Day
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