Kisna Diamond and Gold Jewellery was born out of a commitment to making fine jewellery accessible to all. "Our journey began in 2005 with the launch of our first shop-in-shop in Ghatkopar, Mumbai. Since then, we have expanded our footprint across India with over 1,500 shop-in-shop outlets and 60 exclusive brand outlets," says Parag Shah, CEO & Director of Kisna. 

India’s Love Affair With Jewellery  

The Indian jewellery market has witnessed exponential growth, with evolving consumer preferences shaping the industry. According to Shah, domestic gold jewellery consumption is projected to grow by 14-18% in FY25. While gold remains a timeless favourite, diamonds are increasingly becoming a go-to choice for everyday wear.

"There has been a clear shift from ‘locker jewellery’ to ‘drawer jewellery’—where consumers prefer lightweight, wearable designs over heavy investment pieces," says Shah. "Diamond jewellery has outpaced gold in popularity, and multi-wear pieces are gaining traction as people seek versatility in their jewellery choices."

This change is driven by higher disposable incomes, growing urbanisation and digital platforms offering a wider array of choices. Younger buyers are prioritising branded, certified jewellery, reinforcing trust and transparency in their purchases.

Blending Tradition & Modern Aesthetics

Kisna’s design philosophy revolves around blending timeless elegance with contemporary trends. With artisans crafting intricate pieces that seamlessly merge tradition with modernity, the brand caters to a wide spectrum of consumer preferences. Shah highlights three key categories that are customer favourites—daily-wear jewellery that consists of minimalist rings, pendants and bracelets, wedding and festive collections with intricate gold and diamond craftsmanship, and jewellery that makes for memorable gifts.

The Digital Bling Era

As India’s retail landscape shifts online, jewellery shopping is no exception. "Online jewellery retail is growing rapidly, and we are embracing this change with Kisna.com," says Shah. Kisna’s digital storefront is designed to offer a seamless shopping experience for tech-savvy consumers.

According to Shah, key factors that drive online jewellery sales are high-quality visuals and detailed product descriptions, authentications and certifications for building trust, virtual try-on features, educational content on jewellery care and secure payment options. Finally, comes personalisation: “Personalisation is becoming a major trend with customers wanting to customise and create bespoke jewellery pieces that align with their individual styles,” says Shah.

Marketing Craft

Kisna has carved a niche in the jewellery industry through marketing campaigns that resonate with Indian values, emotions and aspirations. Shah recalls some of their most effective campaigns like ‘Teri Roshni Hun Main’, which celebrated the progressive Indian woman, and ‘Akshaya Tritiya’ which encouraged consumers to explore diamond jewellery. 

“One of our most unique initiatives was gifting over 100 cars to customers, which not only enhanced brand visibility but also fostered emotional engagement with our audience.” Customers today seek value, excitement and personalised experiences which the brand managed to offer while amplifying brand reach.

Carving A Niche

The Indian jewellery industry is fiercely competitive, with heritage brands and new-age players vying for consumer attention. Navigating India’s highly competitive jewellery market requires a deep understanding of consumer needs, a focus on innovation, and an unwavering commitment to quality and transparency. 

Shah believes that Kisna’s omnichannel approach has been instrumental in strengthening its market presence. “By offering a seamless shopping experience across online platforms, mobile applications, and physical stores, we ensure that our customers can access our products whenever and however they prefer,” he says. The brand’s focus on personalisation, storytelling, and regional market understanding has further reinforced its position as a trusted name in the jewellery industry.

"Jewellery isn’t just an accessory; it’s an emotion and a legacy.” With its blend of tradition, innovation and a customer-first approach, Kisna intends to craft moments, emotions and conversation.