Rosy Blue and Kashikey are backing QWEEN with a major funding boost of ₹1000 crore, positioning the brand as one of India’s most ambitious new luxury jewellery concepts. The investment will help scale QWEEN, described as India’s first self-discovery experiential jewellery brand, into a nationwide retail experience built around all-natural fine jewellery and women-led discovery.
QWEEEN’S Origin And New Backing
Founded as a bootstrapped venture by Amit Kumar and Suyash Motarwar, QWEEN began with a shared vision to rethink how modern Indian women discover and experience fine jewellery. The duo later secured seed funding from Japanese luxury jeweller Kashikey Co. Ltd., which supported early product development and brand-building.
Building on that foundation, global jewellery leader Rosy Blue and Kashikey have now committed an additional ₹1000 crore to scale QWEEN as a transformative luxury retail concept focused on self-guided shopping and ethical, all-natural materials.
Experiential Flagship Stores In Bangalore And Delhi
QWEEN’s first experiential retail stores, described as India’s first self-discovery experiential jewellery spaces, will span around 5,000–6,000 sq ft and are set to debut by mid-February in Bangalore and Delhi. The concept is designed to make luxury jewellery feel inviting rather than intimidating, with a focus on purpose-led design, ethical craftsmanship, and a contemporary luxury setting.
The stores aim to shift the traditional dynamic of jewellery shopping by encouraging women to browse at their own pace, interact directly with pieces, and explore collections without pressure.
Creating An Invitational, All-Natural Jewellery Journey
At the heart of QWEEN is a commitment to ALL NATURAL fine jewellery, featuring 100% natural diamonds, gemstones, gold, and silver. The brand is launching with 20+ collections and over 3,000+ SKUs, designed for both everyday wear and special occasions.
The assortment will span 7 distinctive colours of gold and 7 shades of natural diamonds, reinforcing a focus on rarity, authenticity, and design versatility in a market often dominated by mass-produced, FMCG-style jewellery.
Rosy Blue’s Mine To Market Expertise
With a legacy spanning over six decades, Rosy Blue brings global mine-to-market expertise, covering responsible sourcing, traceability, and quality from rough stones through to finished pieces. The company, founded in 1960 by Arunkumar Mehta, now has a presence in more than 10 countries.
Director Ms. Manali Jayant Parekh said, “At Rosy Blue, evolution has always come through meaningful partnerships and a clear purpose”, describing QWEEN as a high-growth, high-impact brand that fills a clear gap by removing the intimidation often tied to jewellery shopping.
Redesigning The In-Store Experience For Women
According to Ms. Manali Jayant Parekh, the investment is being directed into building all-natural, high-quality pieces and a store journey that puts women in charge of their shopping, instead of at the mercy of retail staff. She said, “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.”
These elements are meant to create an environment where customers can discover jewellery on their own terms, with space to understand materials, craftsmanship, and styling without pressure.
Kashikey’s Century-Long Craftsmanship And Ethos
Founded in 1928 by Hidetaka Kato, Kashikey is a Japanese luxury jeweller known for its work with natural gemstones and brown diamonds. The brand operates across the value chain—from sourcing and design to production, branding, and sales—maintaining strict quality control at every stage.
Chairman Mr. Hisao Kato 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.”
A New Way To Experience Jewellery In India
Mr. Hisao Kato also said, “QWEEN mirrors Kashikey’s pursuit of true beauty, authenticity, and harmony, with a mine-to-market promise, ethical sourcing, and conflict-free certification at its core.” He framed the launch not just as a new brand but as the beginning of a new way to experience jewellery in India, rooted in trust, innovation, and modern luxury.
By fusing Kashikey’s near-century legacy with Rosy Blue’s global leadership and QWEEN’s self-discovery ethos, the partners aim to set new benchmarks in traceability and experiential retail while building a brand that empowers women and creates lasting value across India and beyond.
