Multi-brand jewellery retailer Tanzire has opened its first physical store in Mumbai’s Kala Ghoda neighbourhood, featuring demi-fine jewellery by women-led brands from over 25 countries.
Designed to translate its established digital identity into an immersive offline shopping experience, Tanzire’s newly opened store encourages discovery in an intimate 235sq ft space. The store’s interior is designed to put jewellery front and centre and create a relaxed, warm atmosphere. The lack of glass display cabinets encourages shoppers to pick up, feel and try on the jewellery, further promoting engagement and personalisation.
“Opening this store feels like a really special moment for us,” said Tanzire’s Founder Suhani Batwara in a press release. “Tanzire has lived online for so long, so bringing it into a physical space makes it feel a lot more real and personal. It’s something we’ve been building towards for a while and it’s exciting to finally have a space where people can come in, experience the jewellery and connect with the brand more closely.”
The launch of its first permanent brick-and-mortar location follows a series of over 35 pop-up shopping events across Mumbai, Delhi and Kolkata. The business’ most recent ephemeral space was a six-month stint at Jio World Drive in Mumbai in response to shoppers’ desires for in-person interactions with both the brand and its curated jewellery selection.
The flagship store houses a dedicated piercing studio, which was also a feature of its Jio World Drive pop-up. Along with its selection of global labels, its own line ‘Tanzire Fine’ offers a range of 10 and 14 carat solid gold jewellery, set with lab-grown diamonds and handcrafted in Jaipur.
