Huma Qureshi inaugurates the Sector 18 store; jewellery brand plans three more outlets in the Delhi-NCR region
Devisa Jewellery, which markets its jewellery under a “TRUE 0% Making Charges” proposition, has opened its second outlet in Delhi-NCR at Sector 18, Noida. The store was inaugurated by actor Huma Qureshi.
The launch comes six months after the jewellery brand opened its first outlet in Karol Bagh in March. Devisa Jewellery said it plans to expand its retail presence further, with an outlet scheduled to open in Pitampura in October, followed by three more stores across the National Capital Region.
The brand’s expansion comes at a time when rising gold prices have increased the overall cost of jewellery purchases for consumers. Devisa Jewellery said its pricing proposition is aimed at addressing the additional cost associated with making charges while offering 22-carat Hallmark gold jewellery and gold coins.
“Jewellery is a very beautiful emotion. We all want to get dressed up well and wear jewellery, which is pure and authentic,” said Vikas Garg, Founder and Director, Devisa Jewellery.
Recalling the concerns raised by customers over making charges, Mr. Garg said the company worked towards operating with lower margins to offer jewellery under its zero-making-charge proposition.
“We struggled our way to ensure that we operate at the minimum margins as possible and sell jewellery at 0% making charges. It’s a hard but possible proposition,” he said.
Focus on transparent pricing
According to the company, making charges on jewellery can typically account for 15% to 25% of the jewellery value, depending on factors such as design and craftsmanship. Devisa Jewellery’s 0% Making Charges proposition is positioned as an attempt to offer customers greater price transparency.
The company said its model is supported by bulk procurement and is intended to keep the cost structure competitive while maintaining its focus on certified gold.
“We have been getting tremendous response at our Karol Bagh outlet and are excited to serve the people of Noida,” Mr. Garg said.
He added that the company aims to build customer confidence through certified jewellery and transparent pricing.
Jewellery festival accompanies Noida launch
The opening of the Noida outlet was accompanied by Devisa Jewellery’s “Biggest Jewellery Festival of India – Shop & Win” campaign.
Under the offer announced by the company, customers purchasing jewellery worth ₹10,000 or more get an opportunity to participate in a prize programme. The listed prizes include five Toyota cars, five LED televisions, five refrigerators and five microwave ovens.
The company said the campaign is intended to combine its retail expansion with customer engagement and promotional offers.
Expanding across Delhi-NCR and Uttar Pradesh
Devisa Jewellery said the Noida outlet is part of a larger expansion strategy aimed at establishing a stronger retail presence across Delhi-NCR and Uttar Pradesh.
The company currently positions itself around certified purity, transparent pricing and contemporary jewellery designs, with products intended for weddings, festivals, gifting and other occasions.
Founded around the idea of celebrating the strength and individuality of women, Devisa Jewellery derives its name from “Devi”. The brand combines traditional jewellery aesthetics with contemporary designs and promotes its collections for both celebratory and investment-oriented purchases.
With the Noida store now operational and another outlet planned in Pitampura, the company is looking to increase its physical retail footprint in the NCR market over the coming months.