Mumbai: Keemti Jewels has opened its second Mumbai showroom in Borivali West, just three months after launching its first store in Andheri West, strengthening the lab-grown diamond jewellery brand’s presence across the city’s suburban retail markets.
The new showroom was inaugurated in the presence of Sanjay Upadhyay, alongside Armaan Sunil Kothari, Founder and Managing Director, Keemti Jewels, and Sunil Kothari, Chairman.
According to the company, the Borivali expansion follows the response to its Andheri store and forms part of a broader strategy to establish physical retail locations closer to key residential and commercial catchments.
Keemti operates on a factory-direct retail model, combining in-house design and manufacturing with certified CVD and HPHT lab-grown diamonds. The approach is intended to offer fine jewellery across a wider range of price points while maintaining greater control over design, production and retail.
The brand currently has 11 stores across markets including Mumbai, Pune, Indore, Delhi and Gurugram, and has set a target of expanding to 88 stores by December 2026.
The new Borivali showroom features dedicated consultation spaces and an assortment spanning everyday jewellery, solitaires, engagement rings and statement pieces. Keemti’s lab-grown diamonds are offered across hallmarked gold and sterling silver designs.
The solitaire and engagement assortment includes classic ring silhouettes, while the premium segment features pieces priced above ₹1 lakh, including tennis bracelets, statement earrings and necklaces designed for weddings and special occasions.
For everyday customers, the store carries rings, studs, hoops, pendants, adjustable diamond bracelets and contemporary stackable designs. The brand’s 9-to-5 collection focuses specifically on lightweight jewellery designed for professional and daily wear.
With its second Mumbai store, Keemti Jewels is accelerating its offline expansion while using a mix of factory-direct pricing, lab-grown diamonds and category diversification to build its position in India’s growing organised lab-grown diamond jewellery market.
