Aamir Khan and Ranbir Kapoor have put money into QWEEN, a new luxury jewelry business. The brand wants to change how Indian customers find, try, and buy nice jewelry.
This D2C brand, backed by celebrities, calls itself India’s first fine jewelry platform focused on experience and self-. This marks a change in India’s growing Direct-to-Consumer market.
Along with Aamir Khan and Ranbir Kapoor’s investments, Rosy Blue and Kashikey Co. Ltd. from Japan have made a big commitment of ₹1,000 crore. This support gives QWEEN strong financial backing and good supply-chain abilities. It shows that investors are more confident in high-end D2C brands in India that mix good work with retail focused on customer experience. People in the Indian D2C scene are watching this as one of the most noticeable celebrity-backed D2C businesses recently.
QWEEN plans to start in February 2026. They will open their first big stores (5,000–6,000 sq. ft.) in Bengaluru and Delhi. Unlike old-style jewelry stores, QWEEN will create spaces where stories, skills, and personal style are most important. This fits with D2C market trends, where having both online and offline options is key for high-end and luxury items.
Aamir Khan said that QWEEN’s focus on being real, using resources carefully, and building the brand for the long run matched his own way of investing. Ranbir Kapoor agreed, saying that the brand is made to speak to women today, not just rely on old stories. This view is becoming more common among D2C consumers in India, especially younger buyers who care about design.
Amit Kumar founded QWEEN. They plan to introduce over 20 collections and more than 3,000 items in different fine jewelry types. The brand’s goal shows a growing trend in the Indian D2C world, where founders mix online stories with physical stores to make different brands. Experience-led formats are becoming a key way for premium D2C brands in India to get people involved, encourage repeat buys, and raise customer value.
From a D2C industry point, QWEEN’s start shows that high-end and lifestyle businesses are getting good funding, famous investors, and support from big institutions. While D2C funding has usually gone to food, beauty, and wellness, luxury jewelry is now becoming a hot area in Indian D2C business. Rosy Blue and Kashikey’s involvement makes QWEEN stronger by making sure the supply chain is steady, which is often hard when growing luxury D2C brands.
As India’s jewelry market changes and customers want more personal, meaningful experiences, QWEEN’s focus on experience puts it in a good spot for the next stage of D2C growth. The brand’s arrival also adds to the story of celebrity-backed D2C businesses and high-end lifestyle brands that are shaping India’s D2C market news. With strong funding, well-known backers, and a clear plan for both online and offline, QWEEN is becoming a brand to watch.
