Bollywood actors Aamir Khan and Ranbir Kapoor have joined the cap table of QWEEN, a newly launched luxury jewellery startup that is positioning itself at the intersection of fine craftsmanship and experience-led retail. The investments, made for undisclosed amounts, come alongside a substantial strategic commitment of ₹1,000 crore from global diamond major Rosy Blue and Japan-based Kashikey Co. Ltd., giving the brand both financial muscle and supply chain depth.
QWEEN describes itself as India’s first fine jewellery label built around self-discovery and immersive retail rather than traditional legacy storytelling. The company plans to open its first physical stores in Bengaluru and Delhi in February 2026. Each outlet will span 5,000 to 6,000 square feet and is designed to offer a curated, experiential journey that blends design, storytelling and personalised engagement.
Founded by entrepreneur Amit Kumar, QWEEN is entering a highly competitive jewellery market that is undergoing rapid change. Organised players are increasingly focusing on younger consumers who value design originality, ethical sourcing and modern retail environments over conventional buying formats. Against this backdrop, QWEEN plans to launch more than 20 collections and over 3,000 stock keeping units across categories.
Aamir Khan said the brand’s focus on authenticity and long-term value creation resonated with his own approach to investing. He pointed to QWEEN’s emphasis on craftsmanship and responsible sourcing as key factors behind his decision. Ranbir Kapoor highlighted the brand’s relevance to contemporary consumers, noting that it aims to speak to today’s women rather than relying solely on inherited narratives of luxury.
The backing from Rosy Blue and Kashikey is expected to play a critical role in scaling operations, securing high-quality gemstones and strengthening global sourcing capabilities. Industry watchers say the scale of the ₹1,000 crore commitment signals confidence in the experiential jewellery model at a time when India’s premium jewellery market is seeing growing demand from urban, design-conscious buyers.
With celebrity investors, deep-pocketed strategic partners and ambitious retail plans, QWEEN is positioning itself as a new-age luxury brand seeking to redefine how fine jewellery is discovered and experienced in India.
