Pune-based PNG Jewellers has rebranded its lightweight diamond jewellery brand LiteStyle as Yoou, as the company expands the brand’s retail footprint and targets younger consumers. The rebranding was announced on August 10.

Yoou currently has a presence across 13 exclusive business outlets and shop-in-shop locations in Maharashtra and Goa. The company plans to expand the brand to 100 stores across India by 2030 through a combination of exclusive outlets and shop-in-shop formats.

The rebranding changes the identity of the existing lightweight diamond jewellery business while retaining its focus on jewellery designed for everyday wear. PNG Jewellers said the new brand is positioned around individuality, confidence and self-expression.

The move comes as organised jewellers continue to develop dedicated brands and formats for lightweight and everyday jewellery, particularly for consumers seeking products beyond traditional occasion-led purchases.

Yoou is backed by PNG Jewellers, whose business dates to 1832. The company operates across jewellery categories, with the new brand forming part of its wider retail portfolio.

The planned expansion to 100 outlets by 2030 represents a significant increase from the brand’s current 13 locations. The use of both exclusive business outlets and shop-in-shop formats will allow Yoou to expand through multiple retail channels.

For PNG Jewellers, the rebranding also creates a separate retail identity for its lightweight diamond jewellery offering, while the parent business continues to operate its broader jewellery portfolio