Marking a significant milestone in its decade-long journey, luxury fine jewellery brand Amaris has opened its first flagship store outside the capital. Situated in the upscale neighbourhood of Banjara Hills, Hyderabad, the new boutique represents the brand’s foray into national expansion and a deeper engagement with India’s diverse jewellery market.
“This launch is more than just a business move—it’s a personal celebration,” said Prerna Rajpal, founder and creative director of Amaris Jewels. “Hyderabad, with its rich design legacy and appreciation for bold individuality, is the ideal setting for our next chapter.”
To commemorate the occasion, Amaris introduced ‘Hyphen’, an exclusive capsule collection available only at the Hyderabad store. The collection artfully fuses tradition with contemporary flair, featuring striking Zambian emeralds, kunzites, tourmalines, and F-G colour diamonds.
The 2,750 sq. ft. space is thoughtfully divided into three curated sections to cater to different jewellery needs:
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‘On The Go’ for daily wear and versatile essentials
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‘Glitterati’ for statement cocktail pieces
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‘Heritage’ for bridal and heirloom jewellery seekers
An invitation-only VIP Lounge offers a discreet and elevated experience, including early previews of limited-edition designs and custom styling services. Enhancing its modern aesthetic, the store integrates interactive digital features and showcases the iconic Amaris Blue Wall, underlining the brand’s commitment to a digital-first, design-forward philosophy.
The launch event attracted several notable personalities including Sudha Reddy, Bobby Kandhari, and Kamala Anagani, reinforcing Amaris’ growing influence among India’s luxury clientele.
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