Investment targets removing intimidation from jewellery shopping and empowering women to self-discover jewellery at their own pace

Rosy Blue and Kashikey Co. Ltd. have announced a combined ₹1,000 crore investment to scale QWEEN, described as India’s inaugural self-discovery experiential jewellery brand. The venture was originally founded as a bootstrapped initiative by Amit Kumar and Suyash Motarwar, with early seed funding from Japanese luxury jeweller Kashikey supporting initial product development.

The brand’s first flagship experience center, spanning 5,000–6,000 square feet, is scheduled to open by May 2026 in both Bangalore and Delhi. The retail concept aims to reshape how contemporary Indian women engage with fine jewellery through deliberate design, responsible craftsmanship, and modern luxury experiences.

QWEEN will introduce over 20 collections featuring 3,000+ stock-keeping units consisting entirely of natural diamonds, gemstones, gold, and silver. The assortment includes seven distinctive gold varieties and seven natural diamond shades, catering to everyday and celebratory occasions.

The brand emphasizes ethical sourcing and conflict-free certification while highlighting the contrast with mass-produced jewellery prevalent in contemporary Indian markets.

Ms. Manali Jayant Parekh, Director at Rosy Blue, emphasized the investment targets removing intimidation from jewellery shopping: “The brand addresses a clear gap in the market…encouraging women to self-discover jewellery at their own pace.”

Mr. Hisao Kato, Chairman of Kashikey, stated the partnership represents “the beginning of a new way to experience jewellery in India.”

By combining Kashikey’s near century-long legacy of craftsmanship with Rosy Blue’s global leadership in jewellery and mine-to-market expertise, QWEEN is positioned to set new benchmarks in innovation, traceability, and modern luxury.