Natural Diamond Jewellery Brand Leverages Two Decades of Manufacturing Expertise to Expand Retail Presence Through a Customer-First Approach and FOCO Franchise Model
Hyderabad, October 12, 2026: ZOORI, a natural diamond and fine jewellery brand built on craftsmanship, transparency and customer care, has announced an ambitious national expansion plan, targeting 25 stores across India over the next year. Backed by more than two decades of jewellery manufacturing expertise, the brand is entering a new phase of growth by bringing its designs and customer-focused retail experience directly to consumers.ZOORI represents the evolution of an established jewellery manufacturing business into a retail brand focused on contemporary designs, everyday wearability and accessible luxury. Its collections feature certified natural diamonds, genuine gemstones and BIS-hallmarked gold jewellery in 18-karat, 14-karat and 9-karat options, catering to diverse styles, preferences and occasions. Making Fine Jewellery Part of Everyday Life
Traditionally, gold and diamond jewellery in India has been associated with weddings, festivals and special occasions. ZOORI aims to change this perception by offering lightweight, versatile and budget-conscious designs that customers can wear every day.
Mahesh Choudhary, Founder of ZOORI, said the brand seeks to make fine jewellery a part of everyday living rather than something reserved exclusively for special occasions. He emphasised the importance of offering lightweight gold and diamond jewellery while ensuring customers feel valued and supported throughout their relationship with the brand.
The company’s expansion comes amid changing consumer preferences, with younger buyers increasingly seeking jewellery that combines contemporary aesthetics, versatility and affordability with
the assurance of authenticity and quality. Changing Consumer Preferences Drive Jewellery Demand
Industry trends indicate growing interest in lightweight, minimalist jewellery and designs suitable for daily and office wear. While traditional ornate jewellery continues to hold cultural significance, contemporary consumers are also exploring pieces that complement their everyday lifestyles.
The press release cites the IMARC Group’s India Jewellery Market report (2025) and industry surveys to highlight the growing preference for lightweight designs and the continued importance of physical retail outlets. The brand believes that an in-store experience remains essential for customers who want to examine the design, quality and finish of jewellery before making a purchase.
Sai Vineeth, Founder of ZOORI, highlighted the changing relationship between Indian consumers and gold jewellery. He noted that earlier generations often viewed gold primarily as savings, security and inherited wealth, whereas today’s consumers increasingly want jewellery they can wear and enjoy daily.
According to Sai Vineeth, ZOORI is built around transparent pricing, certified stones and genuine hallmarked gold jewellery, addressing the expectations of a new generation of informed buyers.
The brand combines online discovery with the confidence of in-store shopping, allowing customers to see, touch and try on jewellery before purchasing.
Customer-First Services and Long-Term Relationships
ZOORI aims to differentiate itself through a customer-care approach that prioritises long-term relationships over one-time transactions.
Its announced customer benefits include free lifelong maintenance, a 20-day return policy, lifelong diamond exchange, membership and loyalty benefits, insurance options, and continued assistance through telephone, WhatsApp and email.
Through these initiatives, the brand aims to build customer confidence in the authenticity, quality and value of its products while extending after-sales support beyond the initial purchase.
FOCO Franchise Model to Accelerate Expansion
As part of its national growth strategy, ZOORI is introducing a Franchise Owned, Company Operated (FOCO) model to expand its retail footprint.
Under this arrangement, franchise partners invest in and own the jewellery showroom, while ZOORI manages day-to-day operations. The model is designed to combine the advantages of franchise ownership with the company’s manufacturing experience, retail systems and operational capabilities.
The proposed expansion aims to create opportunities for entrepreneurs interested in the jewellery retail sector while enabling the brand to maintain consistency in its customer experience and store operations.
Building a New-Age Everyday Luxury Jewellery Brand
Ankush Surana, Founder of ZOORI, said rising gold prices and evolving preferences among Gen Z consumers are influencing jewellery-buying decisions. Younger customers increasingly seek minimal, versatile and contemporary designs that offer a premium aesthetic without being limited to traditional occasions.
