Keeping the focus on luxury and premium segments, brands are capitalizing on the burgeoning market and the high-value purchases made by the affluent Indian diaspora. Indian companies are elevating their presence by offering premium products under their own brand names.

Tanishq, a part of the Tata Group, made significant strides by opening three stores in the US last year—in Houston, Frisco, and New Jersey—and recently inaugurated another outlet in Chicago in March 2024. Despite the operational complexities of venturing into unfamiliar territories, Tanishq remains bullish on its expansion plans in the US, driven by sustained demand.

Similarly, Kalyan Jewellers aims to establish two new stores in the current fiscal year, targeting New Jersey and Chicago. Meanwhile, Chennai-based Vummidi Bangaru Jewellers is set to open three additional outlets in the US, building upon its existing store in Frisco, near Dallas, Texas. 

Vummidi Bangaru Jewellers has introduced 10 new collections, tailored to international tastes. According to Amarendran Vummidi, managing partner of VBJ, the US market favors studded designs suited for Western attire, with a preference for jewellery pieces that narrate a compelling story or theme.

Meanwhile, Malabar Gold and Diamonds, with over 120 showrooms globally, has also expanded its footprint in the US. In the previous year, it inaugurated stores in Chicago, New Jersey, Dallas, and Naperville, Illinois, with plans to open six additional outlets in the US.

Despite the challenges, Indian jewellery brands are forging ahead with confidence, leveraging the lucrative opportunities presented by the US market and the discerning preferences of its consumers.