Arun Narayan tells BW Retail World that the brand is looking to do justice the first store and not planning to scale as of now
Tanishq, a jewellery retail brand from the house of Tata, has unveiled a first-of-its-kind concept for its wedding-exclusive sub-brand, Rivaah. The Tanishq Rivaah wedding lounge in Delhi will offer curated, culturally rich, and personalised bridal jewellery experiences for every modern Indian bride, the brand noted.
While the brand has opened the first lounge in Delhi, it is not looking to expand as of now. Tanishq is looking to do ‘justice’ to the newly unveiled store before considering the plans for expansion. Inside the store, expert styling consultants are available to guide brides on pairing jewellery with their wedding ensembles.
“Rivaah is our wedding sub-brand. We have wedding jewellery in all our stores. In about 150 stores, we have a dedicated floor only for brides and wedding jewellery. Now, we are bringing it out as an independent lounge. Right now we are not thinking of scaling it up. We are not thinking of even opening a second store. The idea is to do justice to this store that we have brought out,” Arun Narayan, Senior Vice President – Tanishq, Titan Company, told BW Retail World.
Spread across 10,200 square feet, the store caters to multiple levels offering a first-ever bridal retail experience in the country. Tanishq added that the lounge will be providing bespoke services, including designs crafted exclusively for today’s bride, curation of complete wedding trousseaus and personalised jewellery consultations with in-house bridal designers.
Catering To Various Bridal Communities
With Rivaah catering to over 13 Indian bridal communities, the brand spans every aesthetic from Punjabi, Bengali and South Indian to Gujarati, Marwari, and more. This is aimed at ensuring that each bride finds jewellery that’s meaningful and deeply rooted in her culture, the brand noted. The lounge features exclusive private luxurious lounges that offer privacy and personalised assistance.
“More than just another jewellery boutique, it is a fully curated destination dedicated to Delhi’s modern brides, offering personalisation, design expertise, trousseau curation, and styling services along with exquisite designs and rare karigari that together bring every bride’s dream wedding to life,” Narayan added.
Each level of the store is designed to reflect regional traditions and the evolving tastes of the contemporary bride. The journey begins in the basement, which brings alive north and west Indian bridal traditions, featuring modern gold sets, Kundan trousseau, heritage Polki, and accessories like haath phools, bangles, and naths.
“People should understand your story when you begin the journey of figuring out what kind of bride you want to be. Not everyone has a clear idea. People need to guide and nurture and love you through it. It should be looked as the beginning of a celebration. There should be no pressure and you should feel empowered to tell your story,” Rhea Kapoor, Bollywood stylist and filmmaker, highlighted during the press interaction.
The ground floor serves as a gallery, showcasing signature bridal jewellery from across India. Moving up, the first floor is dedicated to the south and east, with displays of nakashi carvings, meenakari detailing, antique and plain gold jewellery, south diamond trousseau pieces, and intricate glass kundan sets. At the top, the second floor houses the diamond section. This section also features a dedicated Karigari room- a space where customers can test gold.
