Yellow Marigold, founded by Ella Garg in 2019, started as a design-forward home decor and serveware brand. While its products quickly gained recognition in India’s premium segment, what sets the brand apart is its innovative retail model, which combines a physical store with an experiential cafe.  

For Founder & CEO, Ella Garg, the focus was never just on opening a store. “I wanted a space where customers could see, touch, and explore the products, where everything is visible, accessible, and thoughtfully placed. The cafe naturally became part of it, but it’s not about food; it’s about giving people a reason to linger, to experience the store fully,” she shares.  

A journey through the store 

Yellow Marigold’s store is an open, versatile space where every corner is visible and every product becomes an integral part of the customer journey. Ella emphasises that the store is designed to let the products, many of which are art-based and hand-crafted, take centre stage. 

“Our customers eat and buy with their eyes before they even touch a product or take a bite,” she explains. “The open layout allows them to explore freely, notice the details, and feel connected to the space.” 

Every piece of furniture follows the golden ratio, which allows flexible seating arrangements for both casual cafe visits and larger events, such as sit-down dinners, workshops, and community gatherings. The cafe also doubles as a product studio, where decor items and serveware are showcased in real-life settings, which creates a seamless blend of retail and experience. 

The next layer of experience 

Even though Yellow Marigold focuses on creating a real, hands-on experience, Ella agrees that technology will have a role to play in the future. With her strong retail background, she agrees that tools like LED screens, touch displays, or digital projections can make shopping more engaging.  

But for now, she believes the priority is to keep the store’s base strong. “Technology can definitely add to the experience, but it needs to be used at the right time and in the right way,” Ella says. 

She also makes it clear that no matter how much tech is added, the heart of Yellow Marigold will always be human interaction. 

Focus on sustainability and longevity 

Ella’s vision for Yellow Marigold prioritises sustainability and longevity over fleeting trends. She believes in creating products that are beautiful, functional, and built to last. The cafe and store are designed with the same philosophy, materials that are solid, earthy, and enduring. 

“Everything we create, whether food or decor, has to be good quality and appealing. Simple things are often the most beautiful, and that’s at the core of what we do,” mentions Ella. 

Physical Retail in the digital age 

While online sales continue to grow, Ella remains a strong advocate for physical retail. She stresses the importance of sensory engagement; customers need to see, touch, and feel products to truly appreciate them. Yellow Marigold’s stores provide this experience, complemented by the cafe, which encourages repeat visits and deeper engagement. 

The brand also maintains a consistent online presence. Stylised shoots of products are often done inside the cafe, creating familiarity for online buyers and bridging the gap between digital and physical experiences. This approach ensures that customers enjoy a cohesive brand experience, whether browsing online or visiting in person. 

Expansion into Tier 1 cities  

After establishing a successful presence in Dehradun, Yellow Marigold is preparing to expand to larger cities, with Delhi, Pune, and Noida as immediate targets. The focus will first be on expanding the studio concept through smaller format retail outlets in premium locations, eventually scaling the experiential cafe model. 

“We are not doing fast scale-ups. The goal is to grow slowly, master the model, and ensure that every new space retains the essence of the brand,” she says. 

“Our goal is to offer a space where people feel connected, inspired, and delighted,” she further adds. “Whether it’s enjoying a cup of coffee, attending a workshop, or picking up a piece of decor, the experience is what brings them back.”