Rosy Blue and Kashikey Co Ltd have announced a joint investment of Rs 1000 crore to scale QWEEN, positioned as India’s first self-discovery experiential jewellery brand. QWEEN was initially launched as a bootstrapped venture by founders Amit Kumar and Suyash Motarwar, who later secured seed funding from Kashikey to support early product development.

The brand will open its first experiential retail stores, each measuring 5,000–6,000 sq ft, in Bangalore and Delhi by mid-February. The concept centres on a self-guided jewellery-buying experience supported by design-led collections, natural materials, and features such as open displays and a browser-friendly access card.

Rosy Blue will contribute its mine-to-market expertise, built over six decades, to support traceability and sourcing for QWEEN’s product lines. “We see QWEEN as a high-growth, high-impact brand with the potential to scale across India and beyond,” said Manali Jayant Parekh of Rosy Blue. She noted that the investment focuses on developing all-natural jewellery made from natural diamonds, gemstones, gold, and silver.

Hisao Kato of Kashikey said the partnership aligns with the company’s longstanding emphasis on craftsmanship and natural gems. He stated that QWEEN’s focus on ethical sourcing and conflict-free certification reflects shared values.

QWEEN will introduce over 20 collections and more than 3,000 SKUs, featuring seven colours of gold and seven shades of natural diamonds. The brand aims to address demand for natural, ethically sourced jewellery in a market with growing mass-produced offerings.