Store positioned as a timeless experience of wearable art

Zoya, the diamond boutique from the House of Tata, has announced the opening of its flagship boutique in Hyderabad. This store located at the upmarket Jubilee Hills in Hyderabad, is positioned as a celebration of the Zoya collection. 

“With an Indian soul and an eye on the world, the Zoya boutique in Hyderabad is a shining example of the atelier's signature experience of warm luxury, an unforgettable affair that elevates the way fine jewellery is experienced in India,” says the company statement.

The company informs that the Zoya boutique in Hyderabad has been designed as a work of art in itself, with imposing doors opening into an elegant gallery that welcomes patrons on a leisurely exploration of the Zoya creations. Glass showcases float against white walls, inviting a closer look at the intricate details of each masterpiece. A curved white wall adorned with signature motifs of inspiration echoes the atelier's resplendent collections, while handcrafted paper art adds to the visual storytelling. Panels sculpted in concrete reflect Zoya's artisanal soul, finding cues in the layers and facets of the Zoya woman, shares the company.

Unfurling outwards into five lush and feminine spaces in calming shades of jasmine white, blush, and beige, each section resonates powerfully with meaning, inviting guests to journey into the heart of the brand and experience its rich heritage of storytelling. Soft materials amplify natural light, unifying the different environments and creating a serene ambiance for patrons to transition seamlessly from wearable to expressive collections and experience the powerful stories hosted therein. 

At the heart of the store's linear floor plan is a bespoke area, an island of creative immersion and self-expression where patrons can collaborate with the brand's jewellery designers to create custom pieces that seamlessly blend art and fine jewellery. This space forms a semi-private niche, cordoned off from the rest of the boutique with curved separators, striking just the right balance of exclusivity and openness.

Finally, is the private lounge designed as a space to provide high jewellery experience and enable discussions. The use of sheer pink curtains creates an intimate space that invites patrons to savour uninterrupted moments of self-indulgence as they explore their passion for fine jewellery.