Amritsar: Khurana Jewellery House has launched The Silver Story by KJH, a silver-focused retail concept in Amritsar, as the jeweller expands its product narrative beyond its established fine jewellery positioning. The concept opened on 24th May, with the brand positioning it around silver pieces crafted for memorable occasions, milestones and gifting. The launch communication describes the store as a new chapter for the jeweller, with an emphasis on silver jewellery and silver-led creations for celebrations and everyday emotional value. Khurana Jewellery House is a long-standing jewellery name in Amritsar, with its identity built around bridal wear, designer jewellery, daily wear and custom jewellery. With a legacy of over 75 years, national-level recognition and a strong customer base in Punjab, the jeweller has built its position on trust, craftsmanship and generational relationships.
With The Silver Story by KJH, the retailer appears to be creating a separate space for silver as a category rather than treating it as an add-on to gold and diamond jewellery. This is significant at a time when silver is gaining wider relevance among customers looking for design-led, giftable and relatively accessible precious jewellery.
Silver has traditionally been associated with gifting, rituals and personal milestones in India. However, newer retail formats are giving the category a more contemporary identity through branded collections, lifestyle-led presentation and occasion-based storytelling. For jewellers, this opens a broader customer base that includes younger buyers, gifting customers and families looking for meaningful purchases at varied price points.
The launch also reflects a larger retail shift where established family jewellers are building focused verticals for specific categories. Instead of relying only on high-value bridal or gold purchases, retailers are using silver, diamonds, daily wear and gifting-led formats to bring customers into the store more frequently.
For Khurana Jewellery House, the silver-focused concept allows the brand to extend its long-standing trust into a more design-led and occasion-friendly category. The move also gives the jeweller an opportunity to connect with customers looking for milestone gifts, celebration pieces and silver jewellery with a dedicated retail experience.
The Silver Story by KJH adds a new dimension to Khurana Jewellery House’s Amritsar presence, positioning silver as an independent retail category within the jeweller’s broader portfolio.
