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All about understated luxury & elegance at The House of Rose

By Retail4Growth Bureau | January 10, 2025

The vision behind The House of Rose, the new flagship destination at Darabshaw House, Ballard Estate, Mumbai, for luxury jewellery & watch, was brought to life by Zaki Sheikh, Founder and Principal Architect of Parthenon Architects.

The House of Rose, the jewellery maison, has unveiled their iconic new flagship destination at Darabshaw House, Ballard Estate, Mumbai.

Rose, which began as a small boutique in the heart of Mumbai’s Opera House jewellery district in 1981, has today grown under the leadership of Biren Vaidya. Recognising the need for reinvention every two decades,the brand entered a new era with The House of Rose, a flagship experiential destination in the historic Ballard Estate of Mumbai.

The space seamlessly combines contemporary design with heritage architecture, reflecting the brand’s journey while resonating with modern sensibilities. “Biren Vaidya’s vision and design for this one-of-a-kind flagship store were brought to life by Zaki Sheikh, the founder and principal architect of Parthenon Architects, who meticulously implemented every detail, turning Biren’s dream into reality,” informs the company.

Silent Luxury: The New Language of Elegance 

“Today’s luxury consumer values understated sophistication—often referred to as silent luxury. Rose has masterfully embraced this concept, curating an experience that transcends material possessions, focusing on personalised service, artistry, and timeless design. At the House of Rose, customers encounter not just fine jewellery but an immersive luxury experience that blends heritage, trust, aspiration, and contemporary refinement,” adds the company.

1. The Outdoor Museum

The House of Rose welcomes visitors with its Outdoor Museum, a one-of-a-kind installation featuring nine 7.5 x 7.5-foot arched display windows elevated four feet above the road. Each window showcases bespoke three-dimensional art installations created by contemporary Indian artists, inspired by the DNA of iconic luxury brands. This innovative concept bridges the worlds of luxury and art, creating an aspirational experience for connoisseurs and passersby alike. The Outdoor Museum transforms the façade of the House of Rose into a vibrant platform, celebrating creativity and craftsmanship on a grand scale. 

2. The Centre Stage – Ground Floor Experiences at House of Rose

The Centre Stage on the ground floor offers a series of immersive brand-centric experiences, each designed to captivate and inspire. Some of them include:

The Rose Experience:  This experience takes clients on a journey through the brand’s heritage, highlighting its innovative designs and artisanal excellence.

The Bulgari Experience: This three-dimensional display reflects Bulgari’s Roman roots and its mastery in blending tradition with modernity.

The Franck Muller Experience: Here the idea is to showcase the brand’s signature complications and avant-garde approach to watchmaking.

And there are many more such immersive showcases.

3. The Mezz: First Floor Experiences at House of Rose

The Mezz, located on the first floor, provides an intimate and luxurious environment, offering a range of immersive and personalised experiences.

Speaking about the store, Biren Vaidya, Managing Director & Founder, House of Rose, says,“The House of Rose redefines luxury by blending the finest craftsmanship with immersive experiences. From its art-inspired outdoor installations to its intimate, bespoke service-driven spaces, the House of Rose is a destination where innovation meets tradition, and where every visit becomes a story worth sharing.”

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