ZOORI, a natural diamond jewellery brand with over two decades of jewellery manufacturing experience, plans to open 25 stores across India over the next year. The brand will support this expansion through a customer-first retail strategy and a Franchise Owned, Company Operated (FOCO) model.
The move marks ZOORI’s entry into direct retail after years in jewellery manufacturing. The brand offers contemporary designs featuring certified natural diamonds, genuine gemstones and BIS-hallmarked gold. Customers can choose gold jewellery in 18 KT, 14 KT and 9 KT options. Its collections cater to different styles, occasions and everyday needs.
ZOORI Focuses on Everyday Luxury Jewellery
ZOORI aims to make fine jewellery more accessible with lightweight, versatile and budget-friendly gold and diamond designs. The brand responds to changing consumer preferences, especially among younger buyers. Many now seek jewellery for everyday use rather than only for weddings and special occasions.
Mahesh Choudhary, Founder of ZOORI, said:
“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”
Changing preferences continue to shape India’s jewellery market. Lightweight designs and everyday-wear collections are gaining attention, while traditional jewellery remains popular.
According to IMARC Group’s India Jewellery Market report (2025) and industry surveys, 49% of consumers prefer lightweight, minimalist jewellery. In comparison, 15% favour heavy, ornate pieces. Around 32% of millennials buy jewellery for daily or office wear. Daily-wear jewellery now accounts for an estimated 30–35% of market demand, up from less than 15% a decade ago.
Online shopping continues to influence buying habits. However, approximately 85% of jewellery purchases still take place offline. Physical stores allow customers to examine designs, assess quality and try on jewellery before buying.
Building Trust Through Transparency
Sai Vineeth, Founder of ZOORI, highlighted the changing role of gold jewellery in India. He 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.”
ZOORI focuses on lifestyle jewellery, particularly gold and diamond pieces for daily wear. Its stores aim to combine online product discovery with the confidence of shopping in person.
The brand also offers several customer-care benefits. These include free lifelong maintenance, a 20-day return policy and lifelong diamond exchange. Customers can also access membership and loyalty benefits, insurance options and ongoing support through phone, WhatsApp and email.
Through these services, ZOORI aims to build customer confidence in the authenticity, quality and value of its jewellery beyond the initial purchase.
FOCO Franchise Model to Support Expansion
ZOORI plans to grow its national retail network through a Franchise Owned, Company Operated (FOCO) model. Under this structure, franchise partners invest in and own the showrooms, while ZOORI manages their operations.
Franchise partners provide the capital and own the stores. Meanwhile, ZOORI handles daily operations using its manufacturing experience, retail systems and service capabilities. The company aims to maintain consistent customer experiences, merchandising, service standards and brand presentation across its stores.
Ankush Surana, Founder of ZOORI, said:
“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”
The FOCO model allows franchise partners to invest in the brand while ZOORI manages store operations. The company expects this approach to help maintain consistent service and retail standards as its network expands.
ZOORI Begins Expansion in Hyderabad
ZOORI plans to enter major Indian cities, starting with four stores in Hyderabad over the next three months. The brand scheduled its first store opening for 18 October 2026 on Raj Bhavan Road, Hyderabad.
Alongside its physical stores, ZOORI plans to launch an online platform. This will help the brand build an integrated retail presence and reach customers across India.
With its focus on natural diamonds, hallmarked gold and contemporary designs, ZOORI aims to expand its retail network and meet growing interest in everyday luxury jewellery.
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.
