beYon, the laboratory-grown diamond jewellery brand from the House of Titan, has opened its second exclusive store at Central 50, Sector 50, Noida — its first outlet in North India, ahead of the Rakshabandhan festive season.
The brand currently has a retail presence in Mumbai and Noida, alongside its ecommerce platform, beyon.co.in.
The Noida store showcases beYon's collection of more than 1,200 designs set in BIS Hallmarked gold, spanning earrings, rings, pendants, necklaces, bracelets, bangles and nosepins. The range includes diamond cuts such as marquise, pear, emerald, radiant, oval, princess and cushion, along with classic solitaires. Prices start at Rs 20,000, with most pieces in the sub-Rs 1,00,000 range.
The store format includes a coffee lounge and an open browsing layout, moving away from conventional jewellery retail formality. A red ribbon motif, described by the brand as representing the asymmetrical facets of its identity, runs through the store design.
Shyamala Ramanan, Business Head, beYon, said, "Noida is an important milestone in our expansion journey and reflects the growing appetite for contemporary jewellery across India." She added that the brand aims to build "retail experiences that feel warm, welcoming and inspiring," particularly around the Rakshabandhan gifting season.
beYon positions laboratory-grown diamonds as a distinct design category rather than a substitute for natural diamonds, according to the company. The brand said it plans to continue expanding its retail footprint across metropolitan and emerging urban markets in India.
