QWEEN, India’s first self-discovery experiential jewellery brand, has secured a major Rs 1,000 crore investment from global jewellery leader Rosy Blue and Japanese luxury jeweller Kashikey Co. Ltd. The funding will accelerate the brand’s expansion and support the launch of its large-format experiential retail stores in Bengaluru and Delhi by mid-February.
Originally launched as a bootstrapped venture by Amit Kumar and Suyash Motarwar, QWEEN was conceived to redefine how modern Indian women discover and experience fine jewellery. Early seed funding from Kashikey enabled initial product development and brand-building, laying the foundation for its next growth phase.
The upcoming 5,000–6,000 sq ft stores will introduce a disruptive retail format designed to make luxury jewellery invitational rather than intimidating. QWEEN aims to empower women to explore and choose jewellery independently through purpose-led design, ethical craftsmanship, and thoughtful retail interventions such as open displays, a browser-friendly access card, and a signature ‘QWEEN’s Passport.’
Rosy Blue, with its six-decade legacy and global mine-to-market capabilities, brings expertise in traceability, transparency, and ethical sourcing.
“At Rosy Blue, evolution has always come through meaningful partnerships and a clear purpose,” said Manali Jayant Parekh, Director, Rosy Blue. “We see QWEEN as a high growth, high impact brand with the potential to scale up across India and beyond, built on meaningful experiences, modern retail and designs with a unique identity that truly connect with today’s modern women.”
“The brand addresses a clear gap in the market, removing the intimidation often associated with jewellery shopping and replacing it with an experience that’s inviting, effortless, and encourages women to self-discover jewellery at their own pace. With QWEEN, we also want to empower women to be in charge of their shopping journey rather than being at the mercy of retail staff, as is often the case with traditional jewellery brands. This is enabled through thoughtful interventions such as open displays, a browser friendly access card, and the QWEEN’s Passport to name a few unique retail features planned for the brand. Our investment is being channelled into building this all natural (including natural gemstones), high quality jewellery pieces designed for the way modern women live and dress today,” noted Manali.
Adding to this, Hisao Kato, Chairman, Kashikey Co. Ltd. said, “Kashikey is proud to partner with Rosy Blue in bringing QWEEN to India, a brand whose clarity of purpose and fresh approach sets it apart. For nearly a century, we have been guided by a pursuit of true beauty, authenticity, and harmony expressed through uncompromising craftsmanship and respect for natural gems. QWEEN mirrors this ethos with its mine-to-market promise, ethical sourcing, and conflict-free certification. This is not just the launch of a new brand but the beginning of a new way to experience jewellery in India. Our investment reflects a commitment to building something lasting which is rooted in trust, innovation, and a shared vision to redefine modern luxury.”
At a time when mass-produced, FMCG-style jewellery is becoming the norm, QWEEN positions itself as a champion of all-natural materials. The brand will launch with 20+ collections and over 3,000 SKUs across natural diamonds, gemstones, gold, and silver. Its offering includes seven colours of gold and seven shades of natural diamonds, tailored for both everyday and occasion wear.
By integrating Kashikey’s craftsmanship excellence and Rosy Blue’s global leadership in responsible, mine-to-market jewellery, QWEEN aims to set new benchmarks in modern luxury, transparency, and experiential retail in India and beyond.
Founded in 1960, Rosy Blue is one of the world’s leading jewellery companies, recognised for responsible sourcing, traceability, and excellence from rough diamonds to finished jewellery. The company has a global presence across more than 10 countries.
Established in 1928 by Hidetaka Kato, Kashikey is a Japanese luxury jeweller famed for its expertise in natural gemstones and brown diamonds. The company operates across the value chain—from sourcing and design to production and sales—ensuring exceptional craftsmanship and uncompromised quality.
