Bollywood icons Aamir Khan and Ranbir Kapoor are set to invest an undisclosed amount in QWEEN, India’s first 100 percent natural, self-discovery-led experiential luxury jewellery brand, scheduled to launch in February 2026.
The celebrity backing follows a Rs 1,000-crore strategic investment by global diamond major Rosy Blue and Japanese luxury jewellery house Kashikey Co. Ltd., underscoring strong long-term conviction in QWEEN’s vision and business model. Kashikey, a 100-year-old Japanese luxury retailer, supported QWEEN in its early investment phase, while Rosy Blue, with over six decades of diamond sourcing expertise, comes on board as a key supply chain partner—together lending the brand credibility, trust, and global sourcing strength.
QWEEN will debut its first self-discovery experiential retail stores, each spanning 5,000–6,000 sq. ft, in Bengaluru and Delhi. The brand aims to reimagine fine jewellery for modern Indian women through purpose-led design, ethical craftsmanship, and a contemporary, unintimidating luxury retail experience.
Aamir Khan said, “I’ve always believed in supporting ideas that are rooted in authenticity and long-term thinking. QWEEN stood out to me as a brand that’s not only building beautiful jewellery but doing it mindfully with respect for people, processes, and purpose. I’m happy to be a part of a journey that is both creative and conscious.”
Ranbir Kapoor added, “I’ve been fortunate to grow up around incredible women – my mother, sister, cousins, and now my wife – each strong, independent, opinionated in their own beautiful way. They’ve never waited for anyone’s validation to be who they are. And watching them take up their deserved space in the world unapologetically, has been what has made me a better man.
That’s what drew me to QWEEN. This isn’t just a jewellery brand, it’s a movement that celebrates a woman’s right to be seen, heard, and celebrated on her own terms. I’ve always felt that the young women who watch my films, who shape the culture of this country, deserve a jewellery brand that relates to them, not their grandmother’s legacy. Something bold. Fierce. Real. Precious. QWEEN gives them that. This isn’t about crowning her. It’s about watching her wear her crown, her way. That’s the story I want to stand behind.”
“QWEEN was built on a simple belief: jewellery should invite self-discovery, not intimidation” said Amit Kumar, CEO & Founder, QWEEN. “The trust Aamir Khan and Ranbir Kapoor have placed in our brand reinforces our conviction that this is a culturally relevant, long-term opportunity, one that puts women at the centre of the jewellery shopping experience.”
In a market increasingly dominated by mass-produced, FMCG-style jewellery, QWEEN places renewed emphasis on what is real, rare, ethical, and entirely natural. The brand will launch with over 20 collections and 3,000+ SKUs, featuring 100 percent natural diamonds, gemstones, gold, and silver jewellery. Its offering includes seven distinctive gold colours and seven shades of natural diamonds, curated for both everyday wear and special occasions.
