Sorele: A spatial story of smooth curves & organic lines

When Sorele, previously known as Aaina by Sanchi, approached Retale Design Solutions, the brand was in the midst of a pivotal transition. A rebrand was underway, and their next big leap was to establish an offline presence that didn’t just complement the transformation but accelerated it.

For the team at Retale, it was a strategic mandate to reimagine how a modern demi-fine jewellery brand could show up in the physical world.

“We entered the project at a moment when the brand itself was still evolving,” recalls Juhi Santani, Director & Creative Head of Retale Design Solutions. “Their logo was being finalised, their product language was shifting, and in that sense, we didn’t have to just design the store; we had to co-shape the brand. We drew inspiration from European design sensibilities to craft a space that would feel refined, contemporary, and globally resonant, and eventually reflect the brand’s modern aesthetic and ambition.”

The real story began outside the store

The Sorele flagship sits in a basement, almost hidden. And visibility, more than anything, became the challenge. “How do you design visibility for a store that sits below ground?” Juhi shares. “The most interesting part wasn’t inside, it was what we had to do before you even entered.”

The solution was both architectural and emotional. Juhi explains, “We extended the experience above ground, with a canopy that frames the entry and a show window that pushes outward, catching light, curiosity, and attention. Drawing from the graceful curves of Art Nouveau and the charm of Paris in the 1920s, the canopy’s flowing, organic pattern sets the tone for the store, inviting curiosity and guiding visitors inside.”

A store built for touch, access & ease

Sorele offers tarnish-proof, semi-precious jewellery, all intended to be touched, tried, and experienced.

“Our client was clear,” Juhi explains. “They wanted the store to feel accessible. They wanted customers to walk around, touch the pieces, and feel the jewellery. So we designed the displays to be completely unlike a traditional jewellery store.”

Instead of closed glass cases, free-flowing compositions allow the customer journey to be intuitive and human. Only a few high-value collections remain secured; everything else invites interaction.

The calm inside the store

Inside the store, everything feels calm, intentional and beautifully put together. Juhi drew inspiration from the flow and softness of Art Nouveau, not by replicating its orientation, but by embracing its gentle movement.

“You’ll see this in the smooth curves and organic lines that subtly guide the space,” says Juhi. “These details became custom elements designed specifically for Sorele, appearing behind the cash counter, in the lounge’s statement rug, and along the brand story wall.”

The walls feature small texts and quotes that add personality, while a cluster of framed artworks creates a moment where one naturally slows down and takes things in. And tying the whole space together is Sorele’s deep electric blue that anchors the design, communicating confidence and sophistication in the facade signage and the highlight wall behind the cash counter.

A store and brand growing together

“As the brand evolved, the store evolved with it,” Juhi shares. “The products, the identity, the retail experience, everything was being defined in parallel, and that allowed us to really influence the brand at every level.”

This project was never just about building a store. It was about shaping how the rebranded Sorele would present itself in the physical world.