Keemti Jewels has opened a new store at M3M Route 65, Gurgaon, marking its third retail outlet in Delhi-NCR within two months. The launch takes the brand’s operational retail network to 11 stores across India.

Founded by Armaan Kothari and backed by the Kothari Group, Nikhil Kamath and Kavin Shah, Keemti has been expanding its physical presence across Mumbai, Pune, Indore and Delhi-NCR. The company said Gurgaon forms part of its strategy to establish a wider retail network across key Indian markets.

The brand’s Delhi-NCR network now comprises stores in South Extension, Pitampura and Gurgaon. Keemti said the region is a focus market due to its consumer base and growing acceptance of lab-grown diamonds.

Its stores offer jewellery in 14K gold and 925 sterling silver, covering studded and non-studded products across everyday jewellery, workwear, rings, earrings, pendants, bracelets, mangalsutras and occasion wear. The company also offers lifetime buyback and exchange on eligible jewellery.

Sunil Kothari, Chairman, Keemti, said, “Delhi-NCR is an important growth market for Keemti,” adding that consumer awareness and acceptance of lab-grown diamonds are growing, with purchase decisions increasingly influenced by design, quality and value.

Armaan Kothari, Founder, Keemti, said the company plans to build a national footprint as consumers become more design-conscious and open to lab-grown diamonds