Kumari Fine Jewellery, a homegrown brand for modern and style-conscious consumers, is redefining the way jewellery is experienced in India. Combining youthful, contemporary designs with high-quality craftsmanship, the brand stands out in a market traditionally dominated by conventional and mass-market jewellery.

During an exclusive conversation with Retail4Growth, Amit Bandi, CEO of Kumari Fine Jewellery, shared insights on the brand’s plans for expansion, its unique approach to in-store experiences, and how it is using both online and offline channels to grow in metro and emerging cities.

Building the brand from Mumbai’s style epicenter

Amit traces Kumari’s origins back to a clear whitespace in the market. “We realised the industry was saturated with mass-merchandise offerings – online and offline. There was no brand speaking the language of desirability, style or lifestyle,” he notes.

Mumbai became the natural launchpad for the brand. More specifically, Kala Ghoda– a precinct synonymous with creativity and fashion.

“We chose Kala Ghoda in South Mumbai because it’s a hub of style and lifestyle. We were the first jewellery brand to enter that space, which was known almost entirely for designer apparel,” he adds.

After the flagship, Kumari expanded to Bandra’s Turner Road, followed by a store in Indore. “We wanted to build a strong Mumbai cluster first, create geographic balance, and then amplify our marketing efficiency across channels,” he explains.

A multi-city expansion blueprint

Kumari is now gearing up for aggressive scale. “Over the next three years, we plan to open 30–35 stores across five to six major cities,” Amit confirms. The pipeline includes Mumbai, Delhi-NCR, Bengaluru, Hyderabad and Pune, followed by key Tier-2 hubs such as Ahmedabad, Baroda, Jaipur, Lucknow and Chandigarh.

Given the depth of demand in larger cities, a single store per metro will not suffice. “Bengaluru, for example, cannot be served by one store. Each metro can easily justify three to four stores,” he adds.

The jewellery store experience

Kumari’s retail philosophy is anything but conventional. The brand aims to dissolve the formality and pressure often associated with jewellery shopping. “We wanted something precious yet open, bright, casual, and burden-free. A place where customers feel comfortable browsing on their own,” Amit says.

Kumari’s stores feature digital screens showcasing curated looks, virtual try-on technology for customers to style pieces in real time. Privacy lounges provide comfortable spaces for family discussions or extended trials, and pop-in selfie corners and well-lit mirrors add a fun, interactive element to the shopping journey.

“Our stores are experience centres in themselves. From the facade to the cubicles, every element carries the preciousness of fine jewellery but with a vibrant and inviting energy,” says Amit.

Poised for national scale

With its differentiated brand story, design-first approach and future-ready retail format, Kumari Fine Jewellery is positioning itself as a challenger brand in India’s premium jewellery ecosystem.

As Amit sums up, “Our acceptance and recognition have come much faster than any other omnichannel jewellery brand. This is just the beginning.”