Jewellery brand Zariin Jewelry has opened a flagship store in New Delhi at premium shopping destination Dhan Mill. The new store marks the brand embracing an omni-channel distribution and growth strategy and highlighting the spiritual side of its designs.  

“Zariin’s flagship store furthers the pursuit of our brand’s mission: to spread joy through our jewellery, that is sure to grace you like a second skin,” said the brand’s co-founder Mamta Gupta, Indian Retailer Bureau reported. 
 
The new store has an Eastern meets Western design to allude to Zariin’s design influences. White walls are designed to enable the jewellery to stand out and a tree stands in the middle of the store to show the brand’s connection to nature.

Along with Zariin’s full range of designs, the store features a ‘healing counter’ which focuses on jewellery designed to assist the wearer on their spiritual path. “This is the space that Zariin has pioneered and is committed to growing further into the spiritual realm of jewellery with meaning,” said brand co-founder Vidhi Gupta. 
 
Sisters Mamta and Vidhi Gupta launched Zariin in 2010 with the aim of creating artisanal jewellery for everyday wear. The brand retails through its direct to customer e-commerce store and also has a presence in over 200 multi-brand boutiques in 21 countries including the Hankyu Department Store in Japan and Saks 5th Avenue, Anthropologie, and Free People in the US.