Luxury jewellery startup QWEEN has raised fresh capital from Bollywood actors Aamir Khan and Ranbir Kapoor as it readies its entry into the Indian jewellery market. The size of the investment has not been disclosed by the company.
The brand is preparing to commence operations in India in early 2026, with an initial focus on natural diamond and gemstone jewellery alongside gold and silver offerings. QWEEN is positioning its business in the premium-to-luxury segment, aiming to address evolving consumer preferences through design-led assortments and differentiated retail formats.
As part of its market entry strategy, QWEEN plans to open its first standalone stores in Delhi and Bengaluru. These outlets are expected to span approximately 5,000 to 6,000 sq ft and are designed as experiential spaces rather than conventional jewellery showrooms. At launch, the brand intends to introduce over 20 collections, accounting for more than 3,000 SKUs across multiple jewellery categories.
QWEEN is supported by strategic partnerships with global diamond major Rosy Blue and Japan-based luxury retailer Kashikey Co. Ltd. The association is expected to provide access to sourcing capabilities, manufacturing expertise and international retail know-how. Financial details of the strategic backing have not been made public.
In statements issued with the announcement, both Aamir Khan and Ranbir Kapoor cited confidence in the brand’s design approach and sourcing framework as key factors behind their investment decision. The company clarified that the actors’ involvement is limited to equity participation, with no role in operational management.
The development reflects a broader trend within India’s diamond and jewellery industry, where new entrants are seeking to differentiate through curated product lines, transparency in sourcing and immersive retail experiences. Established retailers and manufacturers are increasingly facing competition from emerging brands targeting urban, design-conscious consumers.
QWEEN’s planned rollout adds to the growing pipeline of luxury jewellery ventures entering the Indian market, further intensifying competition across the premium diamond jewellery segment as the industry adapts to shifting consumption patterns.
