Indian jewellery brand Tribe Amrapali has launched its 38th retail outlet at Devi Ahilyabai Holkar Airport (DABH) in Indore, located within the Domestic Departure terminal.
The 100 sq. ft. store is the brand’s latest addition to its airport retail portfolio. The outlet stocks a range of the brand’s silver jewellery including earrings, layered necklaces, stackable rings, everyday pieces, and gifting options.
Tribe Amrapali specialises in silver, gold-plated silver, and fashion jewellery rooted in Indian artisanal traditions. The brand was founded in March 2013 as a digital-first offshoot of the established jewellery house Amrapali, with a focus on contemporary and affordable designs.
Akanksha Arora, CEO, Tribe Amrapali said, “Indore is a city with a strong cultural identity making it a meaningful addition to our growing retail expansion journey. Airports allow us to connect with a diverse audience that is constantly on the move, often discovering brands organically while travelling, for gifting or as a part of their personal collection exploring. At Tribe Amrapali, we believe every store is a living space evolving through customer engagement, regional nuances and storytelling, as one associates with our jewelry pieces.”
The Indore store is part of the brand’s broader travel retail expansion strategy, which targets customers across major domestic airports in India.
Started with an e-store in March 2013, Tribe Amrapali launched as an extension of its mother brand ‘Amrapali’. The brand creates contemporary and affordable designs cultivated out of experimental design philosophy, primarily focusing on silver, gold-plated silver, and fashion jewellery. Interwoven with symbolic and diverse identities, Tribe comes from a rich, rustic world. The brand reveals a story like a local myth, which is dynamic and diverse.
