Bridge-to-luxury jewellery brand QWEEN is aiming for Rs 100 crore in revenue this fiscal as it accelerates a nationwide retail expansion backed by a Rs 1,000 crore investment round led by global diamond major Rosy Blue and Japanese luxury jeweller Kashikey Co. Ltd.
The company has opened its first large-format store in Noida and plans to launch its second outlet in Delhi next week, followed by a third in Bengaluru within a month. QWEEN will then push into Tier I and Tier II cities, with the current funding runway supporting at least two years of expansion. Each outlet spans more than 6,000 sq ft, and the company expects stores to reach operational breakeven within six to eight months.
Founded by Amit Kumar and Suyash Motarwar, QWEEN is pitching itself as India's first self-discovery experiential jewellery brand — large-format stores with open displays and an access-card system, rather than the traditional counter-led format. The catalogue spans over 3,000 SKUs across natural diamonds, gemstones, gold and silver, including India's first seven-colour gold collection. After roughly two months of operations, average order value stands at about Rs 1.35 lakh offline versus Rs 45,000–50,000 online.
Bollywood icons Aamir Khan and Ranbir Kapoor have also invested in the brand, adding to the backing from Rosy Blue's six decades of sourcing expertise and Kashikey's century-old craftsmanship legacy.
Why it matters for founders
QWEEN shows how category-defining retail brands win: pick a format the customer actually wants (experiential, self-guided), secure supply-chain partners who de-risk the hardest part, and raise patient capital for a multi-year rollout. If you're building an omnichannel consumer brand, the lesson is to make the store itself the moat — not just a point of sale.