QWEEN partners with Dalziel & Pow for its experiential stores in India

QWEEN, an experiential luxury jewellery brand, has partnered with global strategy and design studio Dalziel & Pow. Renowned for its work on future-facing retail formats, Dalziel & Pow has conceptualised and designed QWEEN’s new experiential retail stores in Bangalore and Delhi. The partnership marks a significant step in QWEEN’s mission to move beyond conventional jewellery retail and create spaces that promote self-discovery, individuality, and confidence.

Dalziel & Pow is globally recognised for rethinking retail formats when categories need to evolve. Their portfolio spans global retail, fashion, lifestyle, tech, telecom, and culture brands, including Primark, Lululemon, Adidas, Google, EE, O2, Johnnie Walker, Guinness, Twinings, Molton Brown, RW&CO., and more.

Dalziel & Pow collaborated closely with QWEEN to translate the brand’s philosophy of feminine agency, pride, and self-expression into experiential retail spaces. Spanning 5,000 - 6,000 sq. ft., QWEEN’s stores are envisioned not merely as points of purchase, but as thoughtfully designed environments where women can discover jewellery at their own pace, in an atmosphere that feels welcoming, confident, and pressure-free.

“Jewellery retail in India has long been shaped by occasion-led purchases and inherited conventions,” said Amit Kumar, CEO & Co-Founder of QWEEN. “We were deliberate in taking the time to find a partner who could truly do justice to QWEEN’s ambition. With Dalziel & Pow, there was immediate conviction: our shared belief in how space can shape behaviour, emotion, and choice. Together, we have built retail environments that prioritise self-discovery, individuality, and confidence, allowing women to engage with jewellery as a form of self-expression, rather than occasion.”

Designed around QWEEN’s signature motif, the retail environments foreground mine-to-market visibility, highlighting transparency, traceability, and craftsmanship. Integrated technology, including virtual try-on and assisted self-browsing tools, supports a pressure-free discovery journey, enabling women to explore and engage with jewellery at their own pace.

“At Dalziel & Pow, our mission is to rethink categories that have stopped evolving,” said Tim Graveling, Creative Director of Dalziel & Pow. “What drew us to QWEEN was the brand’s clarity of purpose and cultural relevance. They wanted to change how the jewellery retail culture was built around intimidation, occasion, and inherited rules rather than personal choice. That clarity allowed us to reframe the category around how women actually want to explore, decide, and engage today. The result is a retail format that treats jewellery as an extension of identity, not a mere marker of occasion.”

The first set of experiential retail stores designed under this partnership is scheduled to launch in Bangalore and Delhi in March 2026.