QWEEN, which is India’s first jewelry brand that’s all about self-discovery and uses only natural materials, is teaming up with Dalziel & Pow to design their stores in Bengaluru and Delhi. This is a big move for QWEEN, because they want to change how people find, experience, and buy jewelry in India’s ever-changing online shopping world.
Right now, most jewelry stores still use old-fashioned displays. QWEEN wants to do things differently. They want to get rid of the feeling that jewelry shopping is intimidating, which many people think is a problem. Instead, they want to create welcoming spaces where women feel comfortable browsing on their own. That’s why they’re working with Dalziel & Pow, a design studio that’s known for coming up with new retail ideas for fashion, lifestyle, tech, and culture brands all over the world.
Dalziel & Pow has worked with big names like Primark, Lululemon, Adidas, Google, Johnnie Walker, and more. They’re experts at designing stores that focus on how customers act and feel, instead of just trying to sell things. For QWEEN, this means creating stores that feel like fun spaces where people can explore, be curious, and feel good about themselves.
QWEEN’s stores will be pretty big, around 5,000–6,000 square feet, and they’re being designed to feel like playgrounds, not showrooms. They’ll have over 3,000 different items from more than 20 collections, all made with natural gemstones and diamonds. Customers will be able to shop based on their mood, what they like, and how they want to express themselves, instead of just looking at the weight of the metal or what occasion it’s for. This fits with how people shop online in India nowadays, where finding interesting things and having a good experience are what matters most.
Amit Kumar, the CEO and Co-Founder of QWEEN, said that the jewelry business has been stuck behind glass for too long, focusing on being formal instead of free. He said that they partnered with Dalziel & Pow because they both believe that the space can impact peoples emotions, confidence, and decisions. Together, they want to make stores where women can see jewelry as a way to show who they are, not just something they have to follow the rules about.
Tim Gravelling, the Creative Director at Dalziel & Pow, said that what made QWEEN stand out was that they knew what they wanted and that they wanted to challenge the intimidation. This helped the studio come up with a new way to shop for jewelry, one that focuses on how women actually want to browse and decide what to buy today—seeing jewelry as something you can wear every day to express yourself, not just for special occasions.
To make these stores happen in India, QWEEN is working with Four Dimensions. Four Dimensions knows how to take global designs and turn them into stores that work well in India, making sure they’re not only cool but also run smoothly.
The first QWEEN stores designed with this new partnership are set to open in Bengaluru and Delhi in March 2026. As more and more online brands in India invest in both online and offline experiences, top-notch designs, and creating a great brand image, QWEEN’s approach shows a fresh take on jewelry retail, mixing global design ideas with experiences that are culturally relevant and help women feel confident.
In India’s fast-growing online shopping scene, this partnership positions QWEEN as a brand that’s not just building products, but also exciting environments that reflect what modern Indian women want, how they want to live their lives, and what they believe in.
