ZOORI, a natural diamond jewellery brand backed by more than two decades of jewellery manufacturing experience, has announced an ambitious national expansion plan, targeting 25 stores across India over the next year. The expansion will be supported by a customer-first retail strategy and a Franchise Owned, Company Operated (FOCO) model.
The brand marks the transition of an established jewellery manufacturer into direct retail, combining contemporary designs with certified natural diamonds, genuine gemstones and BIS-hallmarked gold jewellery in 18 KT, 14 KT and 9 KT options. Its collections are designed to suit diverse styles, occasions and everyday lifestyles.
ZOORI Focuses on Everyday Luxury Jewellery
ZOORI aims to make fine jewellery more accessible by offering lightweight, versatile and budget-friendly gold and diamond designs. Its approach reflects changing consumer preferences, particularly among younger buyers seeking jewellery that can be worn regularly rather than reserved exclusively for weddings and special occasions.
Jewellery in India has traditionally been treated as a heavy, occasional purchase. Zoori’s core philosophy shifts this narrative by establishing that fine jewellery belongs to everyday life rather than being locked away solely for weddings. By making real gold and diamond pieces lightweight and budget-friendly, Zoori caters directly to a new generation of buyers seeking affordable luxury. Our aim is to ensure customers feel cared for, not sold to, from their very first visit and for years to come, said Mahesh Choudhary, Founder, Zoori.
The expansion comes amid changing preferences in India’s jewellery market, where demand for lightweight designs and everyday-wear collections is growing alongside the enduring appeal of traditional jewellery.
According to IMARC Group’s India Jewellery Market report (2025) and industry surveys, 49% of consumers prefer lightweight, minimalist jewellery, compared with 15% who favour heavy, ornate pieces. Around 32% of millennials purchase jewellery for daily or office wear, while daily-wear jewellery is estimated to account for 30–35% of market demand, up from less than 15% a decade ago.
Despite the growing influence of online shopping, approximately 85% of jewellery purchases continue to take place offline, highlighting the role of physical stores in allowing customers to examine designs, assess quality and try on jewellery before purchasing.
Founders of Zoori Ankush Surana (6th from Left), Mahesh Choudhary (7th from Left) & Sai Vineeth (8th from Left), flanked by models, at the unveiling of Zoori – a natural diamond brand, today at District150 by Quorum, Madhapur.
Building Trust Through Transparency
Sai Vineeth, Founder, ZOORI, speaking on the occasion said, Now think about the India our parents grew up in. In the old India, gold was sacred, it was a saving, it was a security. You bought it, you blessed it, you locked it away in a safe, in a locker, and passed it down as heritage. Gold was something you kept; it wasn’t really something you wore. The India of today is a completely different country. This generation doesn’t want to lock their life away in a locker, they want to wear it daily. They are smarter about money than any generation before them. This is exactly the gap Zoori is built on: honesty. Honest pricing, certified stones, and real hallmarked gold jewellery.
The brand’s retail strategy focuses on lifestyle jewellery, particularly daily-wear gold and diamond pieces, supported by an in-store experience that combines online discovery with the confidence of examining and trying on jewellery in person.
ZOORI’s customer-care programme includes free lifelong maintenance, a 20-day return policy, lifelong diamond exchange, membership and loyalty benefits, insurance options, and ongoing support through phone, WhatsApp and email. These initiatives are intended to strengthen customer confidence in the authenticity, quality and value of its jewellery beyond the initial purchase.
FOCO Franchise Model to Support Expansion
As part of its national growth strategy, ZOORI is introducing a Franchise Owned, Company Operated (FOCO) model. The structure allows franchise partners to invest in and own jewellery showrooms, while the company manages their operations.
Under this model, franchise partners provide the capital and own the stores, while ZOORI oversees operational activities, drawing on its manufacturing expertise, retail systems and service capabilities. The company aims to maintain consistency in customer experience, merchandising, service standards and brand presentation across its growing network.
According to Ankush Surana, Founder, Zoori, The gold jewellery market is evolving. With gold prices on the rise, customers are increasingly postponing their purchase decisions. At the same time, Gen Z is redefining jewellery ownership. Unlike earlier generations, who often bought jewellery as an investment and kept it in lockers, today’s young consumers seek pieces they can wear every day, jewellery that is cool, minimal, versatile and luxurious. Recognising this shift in consumer preferences, we set out to create a brand that brings together contemporary design, everyday wearability and accessible luxury. That vision led to Zoori, a premium everyday luxury jewellery brand designed for the aspirations and lifestyles of the younger generation.
By retaining operational responsibility, ZOORI aims to ensure consistency in customer experience, merchandising, service standards and brand presentation across its expanding retail network. Our FOCO model enables franchise partners to participate in the growth of the brand while we manage the operational complexities of running a jewellery showroom, adds Ankush Surana.
Hyderabad Expansion to Begin in October
ZOORI plans to establish its presence across major Indian cities, beginning with four stores in Hyderabad over the next three months. Its first store, located on Raj Bhavan Road, Hyderabad, is scheduled to open on 18 October 2026.
Alongside its physical retail expansion, the brand plans to launch an online platform to create an integrated retail presence and make its everyday luxury jewellery collections accessible to customers across India.
With its focus on natural diamonds, hallmarked gold, contemporary designs and a company-operated franchise model, ZOORI aims to expand its retail footprint while responding to changing expectations around everyday jewellery ownership.
