The jewellery retailer has expanded to 20 outlets across Uttar Pradesh and Bihar, with turnover exceeding Rs 3,000 crore and its new ‘Jewel Story’ brand targeting younger consumers
Aisshpra Gems & Jewels has opened four showrooms in a single day across Bahraich, Bettiah, Lucknow and Mirzapur, taking its retail network to 20 stores as it targets 30 outlets by March 2028.
The jewellery retailer, whose legacy dates back to 1940, said the expansion would strengthen its presence across Uttar Pradesh and Bihar. The Bettiah showroom marks its entry into Bihar, with further expansion under consideration in markets including Siwan and Gopalganj.
The company’s business turnover exceeds approximately Rs 3,000 crore, with annual growth of around 20 per cent. Its total retail area has crossed one lakh square feet, while each of the four new showrooms spans approximately 5,000–7,000 square feet.
‘Jewel Story’ Targets Gen Z Consumers
Alongside its physical expansion, Aisshpra is broadening its product portfolio to appeal to younger consumers through its lifestyle jewellery brand, ‘Jewel Story’.
The brand offers gold, silver and natural diamond jewellery in 9, 14 and 18-karat gold, with a focus on lightweight, contemporary designs for everyday wear, office use and gifting. The move is aimed at Gen Z consumers and young working professionals seeking versatile jewellery suited to modern lifestyles.
Bridal jewellery currently accounts for around 30–40 per cent of Aisshpra’s total retail sales. By expanding its lifestyle jewellery offering, the company aims to reach a wider customer base and cater to more occasions beyond weddings and traditional celebrations.
Expansion Plans Across Uttar Pradesh And Bihar
Aisshpra plans to open two more showrooms in Uttar Pradesh in November, adding to its four new outlets. It is also exploring opportunities in additional Bihar markets as it works towards its target of 30 stores by March 2028.
The new showrooms feature jewellery across gold, diamond, polki and silver categories, bringing traditional, bridal and contemporary collections together under one roof.
Commenting on the expansion, Atul Saraf, director of Aisshpra Gems & Jewels, said customer trust had remained central to the business since its establishment in 1940. He described the four openings as a significant milestone and said the company was responding to growing demand for lightweight, contemporary designs alongside its established offerings.
Anoop Saraf, director of Aisshpra Gems & Jewels, said the Bettiah launch marked an important step in the company’s expansion into Bihar. He added that its large-format showrooms were intended to offer customers a broader selection across traditional, bridal and lifestyle jewellery.
Retail Network Supports More Than 4,000 Jobs
According to the company, its retail network and associated business activities support more than 4,000 direct and indirect jobs. Further expansion is expected to extend its reach into new markets while building on its established presence in the jewellery sector.
The four inaugurations featured actors Mouni Roy in Lucknow, Adah Sharma in Bahraich, Ayesha Khan in Mirzapur and Kajal Raghwani in Bettiah.
To mark the openings, the company has introduced promotional offers of up to 30 per cent off on making charges for gold jewellery and on diamond prices, subject to applicable terms and conditions.
With its expanded showroom network and the development of Jewel Story, Aisshpra is seeking to serve both traditional jewellery buyers and younger consumers as it pursues its 30-store target by March 2028.
