HM Sarafa Bazaar, a trusted B2B jewellery platform with over 80 years of legacy, has launched its first experiential retail store — iAMORY. Located in Chandivali, Powai, Mumbai, iAMORY showcases handcrafted 925 sterling silver jewellery and a 14kt lab-grown diamond line, offering Mumbai-exclusive designs inspired by the city’s spirit.
Jewellery for the Modern Generation
Co-founded by husband-and-wife duo Archit Jain and Anokhi Jain, the store merges heritage and modernity to create an immersive jewellery experience. Designed for Gen Z and modern women, iAMORY focuses on pieces that are stylish, minimal, and emotionally meaningful.
After a successful digital debut earlier this year, the physical store marks a major milestone in iAMORY’s journey. The brand seeks to bridge the gap between fine and affordable fashion jewellery, especially as silver continues to gain prominence amid record gold prices.
A Shift Towards Everyday Luxury
Speaking about the vision, Archit Jain, Co-Founder of HM Sarafa Bazaar and iAMORY, said,
“We created iAMORY when gold prices crossed ₹1 lakh per 10 grams. Consumers are shifting toward affordable and fashionable silver jewellery for everyday wear. Jewellery today is less about investment and more about self-expression.”
Adding to this, Anokhi Jain, Co-Founder of iAMORY, shared,
“iAMORY is our response to this new era of personal luxury. Mumbai, as India’s fashion capital, embodies individuality and confidence — making it the perfect home for our first store.”
She added, “Fine jewellery shouldn’t stay locked away; it should live with you. This launch is our first step in redefining fine jewellery for everyday wear.”
Expanding Beyond B2B into D2C
Built on a strong foundation of family legacy, HM Sarafa Bazaar was established during the pandemic with the goal of digitalising the Indian B2B jewellery industry. Over time, it has grown into one of India’s leading jewellery platforms.
With iAMORY, the brand makes its entry into the D2C space, bringing craftsmanship, authenticity, and trusted sourcing directly to consumers.
Growth and Future Plans
Following the success of its Mumbai debut, the company plans to open 8–10 stores across the city and expand to other metro and Tier 1 locations. Additionally, iAMORY aims to introduce innovations like a “Try at Home” service for lab-grown diamond jewellery, allowing customers to experience luxury from the comfort of their homes.
Through this launch, iAMORY not only enhances Mumbai’s jewellery landscape but also reflects the growing consumer shift toward sustainability, value, and personal connection in jewellery choices.
