Zen Diamond, an international diamond jewellery brand, has announced a major expansion strategy in India, targeting the launch of 100 retail stores across the country by 2030. The company, which currently operates two stores in Mumbai, plans to open three more by the end of this year, with a broader rollout planned in major metro cities followed by tier-II locations.

The brand's India operations are being led by Managing Director Neil Sonawala, who confirmed that the expansion will primarily focus on premium malls, in line with global branding standards. An initial investment of Rs.100 crore has been earmarked to support the first phase of store launches, with additional financing options under consideration for later phases.

Zen Diamond is also extending its presence into digital retail, with the launch of a dedicated e-commerce platform and a collaboration with Pernia’s Pop-Up Shop — an online destination known for showcasing contemporary Indian fashion and luxury brands.

While the majority of Zen Diamond’s product portfolio (around 75–80%) continues to reflect international design sensibilities, the company is also adapting to local tastes. Approximately 20% of the collection integrates Indian motifs and Indo-Western aesthetics to cater to domestic customer preferences.

The brand’s strategy underscores a growing trend among global jewellers seeking a foothold in India's rapidly evolving luxury retail landscape, where rising disposable incomes, a young consumer base, and a growing preference for branded fine jewellery are driving new demand.

Zen Diamond’s expansion comes at a time when the Indian jewellery market is witnessing increased interest from international players and homegrown brands alike, with competition intensifying across offline and online retail segments.