HM Sarafa Bazaar, a trusted name with an 80-year legacy in the jewellery industry, has officially entered the D2C space with the launch of iAMORY, its first experiential store in Chandivali, Powai. The new brand brings together handcrafted 925 sterling silver jewellery and a 14 ct lab-grown diamond line, including exclusive designs inspired by Mumbai’s dynamic spirit.

Co-founded by Archit Jain and Anokhi Jain, iAMORY has been conceived at the intersection of tradition and modern sensibilities. The store’s contemporary aesthetic, paired with curated collections, aims to offer an immersive and personalised jewellery-buying experience.

Launched at a time when gold prices have surged past Rs 1 lakh per 10 grams, iAMORY is positioned to serve the growing segment of consumers — especially Gen Z and modern women — seeking precious yet affordable jewellery for everyday wear.

Speaking about the brand’s inception, Archit Jain, Co-Founder of HM Sarafa Bazaar and iAMORY, said, “We created iAMORY at a time when gold prices crossed Rs 1 lakh per 10 grams. Progressive consumers are moving away from heavy gold jewellery towards affordable, fashionable, and precious silver jewellery. Today, jewellery is not just an investment; it is an expression of personality.”

Echoing this vision, Anokhi Jain of iAMORY added, “iAMORY is our response to this new era of self-expression. Luxury today must feel personal and relatable. Mumbai, India’s fashion capital, was the natural choice for our first store.”
She further emphasised that fine jewellery should “live with you, not stay locked away.”

Established during the pandemic, HM Sarafa Bazaar has grown to become a leading digital B2B jewellery platform in India. With iAMORY, the company takes a strategic step into the retail consumer space, backed by decades of sourcing expertise, craftsmanship, and industry trust.

The brand now plans an ambitious offline expansion, with 8–10 stores across Mumbai in the pipeline. iAMORY has also started receiving multiple franchise enquiries from jewellers across India, indicating strong nationwide interest. Upcoming innovations include a ‘Try at Home’ service for lab-grown diamond jewellery, offering convenience and a premium experience to customers.

With this debut store, iAMORY brings modern luxury, emotional connection, and sustainable value to Mumbai’s jewellery landscape—marking a fresh chapter for both the brand and the evolving preferences of contemporary Indian consumers.