In a time when attention spans wane and consumer expectations shift, Kumari Fine Jewellery is quietly redefining the standards of luxury retail. The recent launch of their store in Bandra, Mumbai, was more than a mere commercial entry—it was a showcase of immersive brand development.
Rather than relying on traditional advertising methods, Kumari crafted an engaging public spectacle that merged elements of art installation, fashion fantasy, and marketing. Imagine large candy-pink handbags moving along Turner Road, floral walls transforming the sidewalks, and neon signs reminiscent of a music video setup rather than a typical jewellery store.
However, the core of this approach was more than just visual appeal—it involved intelligent consumer interaction. QR codes embedded within the displays directed curious onlookers from the street directly into the store, often leading to purchases. An “Insta Wall” within the store converted every visitor into a potential brand ambassador, with shareable photo opportunities seamlessly integrated into the experience.
As CEO Amit Bandi stated, the aim was to distinguish the brand in a city overflowing with conventional luxury formats. “We’re not simply in the business of selling jewellery,” Bandi explained. “We’re crafting memorable brand experiences—the kinds that people recall, share online, and wish to revisit.”
This experience-driven philosophy goes beyond just the launch day excitement. The brand’s design aesthetics—anchored in youthful maximalism—are evident in every aspect, from floral-covered exteriors to engaging installations that invite exploration and enjoyment.
Managing Director Vikas Kataria added, “Today’s luxury shopper is not merely purchasing a product—they’re buying into a story, an emotion, a memorable experience. Our mission is to provide that at every interaction.”
The opening in Bandra follows Kumari‘s first flagship at Kala Ghoda and marks the brand’s commitment to expanding this experience-oriented strategy. Plans are in motion for several additional stores across Mumbai, each designed to represent a distinct chapter in an evolving narrative of luxury, identity, and innovation.
In a marketplace where conventional jewellery retail often relies on heritage and lineage, Kumari is forging a unique path—one that resonates with the contemporary Indian woman: bold, expressive, and unafraid to attract attention.