In an exclusive conversation with JewelBuzz, Manish Gulechha, CEO & Co-founder, Kushals Fashion Jewellery, discusses the brand’s growth journey, evolving consumer preferences, the rise of sterling silver, and the future of organised fashion jewellery retail in India.

As India’s fashion and lifestyle markets continue to evolve, jewellery is increasingly becoming an expression of individuality rather than an occasional purchase. At the forefront of this transformation is Kushals Fashion Jewellery, a brand that has built a strong omnichannel presence through design innovation, affordability, and customer-centric experiences.

In an exclusive response to JewelBuzz, Manish Gulechha, CEO & Co-founder, Kushals Fashion Jewellery, shares insights into the company’s journey, its design philosophy, the growing demand for 92.5 sterling silver jewellery, and the strategic priorities that will shape its next phase of growth.

1. Can you take us through the journey of Kushals and the key milestones that have shaped the brand today?

Manish Gulechha:
Kushals began with a simple belief: beautiful jewellery should be accessible, design-forward, and relevant to the way modern women live, rather than being reserved only for special occasions. When we started, organised fashion jewellery retail in India was still in its early stages. We saw an opportunity to build a brand that combined quality, affordability, and an extensive design portfolio under one roof.

Over the years, our focus has remained consistent: design innovation, quality craftsmanship, and an exceptional customer experience. Today, Kushals offers over 15,000 designs across fashion jewellery and 92.5 sterling silver jewellery, with nearly 100 new designs introduced every week to keep pace with evolving consumer preferences.

A major milestone in our journey has been building a strong omnichannel presence. With over 120 stores across 40+ cities, supported by a rapidly growing online business, we are creating a seamless shopping experience that allows customers to discover, explore, and shop wherever they choose. Every stage of our journey has reinforced our belief that jewellery has become an extension of personal style, and our role is to make that expression accessible every day.

2. What defines Kushals’ design philosophy, and how do you ensure it resonates with a wide range of customers? How do you balance India’s jewellery traditions with modern aesthetics?

Our design philosophy is built around one simple idea: jewellery should fit naturally into a woman’s lifestyle. Today’s consumer doesn’t buy jewellery only for weddings or festivals. She builds a jewellery wardrobe for work, travel, celebrations, gifting, and everyday wear. Our responsibility is to create designs that complement each of these moments.

We draw inspiration from Indian heritage, global fashion, textiles, architecture, travel, art, and customer insights. Rather than replicating traditional jewellery, we reinterpret classic craftsmanship through lighter silhouettes, modern proportions, and contemporary styling that is both comfortable and easy to wear.

The breadth of our design portfolio allows us to cater to diverse customer preferences while maintaining a constant sense of freshness. By introducing new designs every week and continuously studying evolving fashion trends and consumer preferences, we ensure Kushals remains relevant. We believe great jewellery should feel both familiar and contemporary.

3. How has the brand adapted to changing consumer preferences over the years? How do you keep your brand relevant?

Consumer behaviour has changed significantly over the past decade. Jewellery has become an important part of everyday fashion and self-expression. Customers today expect greater variety, faster trend cycles, premium finishes, and seamless experiences across digital and physical channels.

Our response has been to continuously evolve our assortment. We’ve strengthened categories such as everyday wear, workwear, celebration jewellery, bridal fashion jewellery, and 92.5 sterling silver jewellery while maintaining one of the industry’s widest design portfolios. With nearly 100 new designs introduced every week, freshness has become one of our biggest competitive advantages.

Relevance, however, is about more than launching new products. It comes from understanding changing lifestyles, listening to customers, and creating experiences that inspire discovery. Whether online or in-store, our goal is to help customers find jewellery that reflects their personal style rather than simply matching an occasion.

4. The demand for silver jewellery has seen significant growth in recent years. What consumer trends are driving this shift, and how is Kushals positioning itself to capitalise on these opportunities?

Silver jewellery has evolved from being a niche category to becoming a mainstream lifestyle choice. Consumers increasingly view 92.5 sterling silver as a premium yet accessible material that offers authenticity, versatility, and lasting value.

At Kushals, we see silver as a long-term growth opportunity rather than simply another product category. Our portfolio spans minimalist everyday collections, occasion wear, statement designs, and Silver Temple Jewellery, all crafted in BIS-hallmarked 92.5 sterling silver to give customers confidence in quality and authenticity.

As consumer awareness grows, we believe the opportunity lies not only in expanding our assortment but also in educating customers about craftsmanship, materials, and the value of genuine sterling silver. Trust, transparency, and quality assurance will define the future of this category.

5. What is unique about the customer experience in your showroom?

Our stores are designed to inspire discovery rather than simply display products. Instead of organising jewellery solely by product type, we increasingly create lifestyle-led experiences that help customers explore collections curated for different occasions and personal styles.

Our retail format features dedicated zones such as Everyday, Celebration, and Wedding, alongside Vanity Stations and bridal trial spaces in select stores, enabling customers to visualise complete looks with confidence.

Equally important is our store team. Our stylists focus on understanding each customer’s needs and helping her discover jewellery that complements her personal style and the occasion. We want every store visit to feel personalised, enjoyable, and memorable.

6. What have been some of the most memorable moments or achievements?

Crossing the 100-store milestone was certainly an important achievement, but what has been even more rewarding is seeing customers embrace Kushals as part of their everyday lives.

Every new store opening reinforces our belief that organised fashion jewellery retail has significant room for growth across India. It is encouraging to see customers increasingly choosing branded retailers that offer quality, transparency, variety, and a consistent shopping experience.

While our primary focus remains on building the Kushals brand, our ability to combine creativity, speed, and scale continues to differentiate us and will remain central to our future growth.

7. What are your key focus areas for growth in the coming years?

Our vision is to build one of India’s most trusted and admired jewellery brands. Over the coming years, our priorities will include expanding our retail footprint, strengthening omnichannel capabilities, accelerating design innovation, and investing in technology that enhances customer experiences.

We believe the future of jewellery retail will be shaped by personalisation, data-driven merchandising, and the seamless integration of digital discovery with physical stores. Customers should enjoy a consistent experience across every touchpoint.

At the same time, we will continue investing in our people, design capabilities, and supply chain so that we can bring fresh collections to market faster while maintaining the quality and trust that customers associate with Kushals. Our ambition is not merely to grow larger, but to set new benchmarks for organised fashion and silver jewellery retail in India.

The conversation with Manish Gulechha underscores how Kushals Fashion Jewellery is positioning itself at the intersection of design innovation, accessibility, and omnichannel excellence. With a rapidly expanding footprint, a strong focus on 92.5 sterling silver jewellery, and an unwavering commitment to customer experience, the brand is helping redefine how modern Indian consumers engage with jewellery. As preferences continue to evolve, Kushals’ emphasis on personalisation, quality, and continuous design refresh places it firmly among the industry’s most dynamic growth stories.