At the 11th edition of COUTURE India 2026, businesses across design, branding, packaging, technology, certification and retail services presented solutions aimed at addressing the operational challenges faced by jewellery retailers.
Jewellery retail involves challenges that extend beyond product selection. From creating a store that supports selling to maintaining jewellery during storage, training sales teams, building a contemporary brand identity and presenting collections effectively, retailers are increasingly looking for specialist solutions to manage different aspects of their businesses.
At COUTURE India 2026, held in New Delhi, a range of businesses showcased services addressing these requirements. Their offerings covered different stages of the retail journey, with each focusing on a specific problem faced by jewellery businesses.
For jewellery retailers, store design needs to combine aesthetics with the practical requirements of selling jewellery. V Design, represented by Aftab Saif Bandukwala, specialises in jewellery store design.
Bandukwala said the company focuses on the detailing and operational requirements specific to jewellery stores, drawing on its projects across India. He noted that jewellers can often be unsure about what type of interior and detailing will work best for their business.
V Design's approach is based on understanding how jewellery is sold and incorporating that understanding into store design. For retailers, the objective is therefore not simply to create an attractive showroom, but to ensure the design supports the selling process.
Mele, represented by Niyati Jagirdar, Director and Principal Architect, works with retailers to translate their vision for a store and brand into execution.
Jagirdar said the company focuses on delivering the retailer’s vision while maintaining the quality and timelines expected by the client. She highlighted the time constraints faced by homegrown jewellery brands and entrepreneurs, who may otherwise need to coordinate with multiple agencies to execute different aspects of a project.
Mele brings together expertise in the jewellery sector to provide a more seamless execution, helping retailers reduce the time and effort involved in coordinating multiple agencies while keeping projects aligned with their brand vision.
Jeetu & Kinnari, represented by Jeetu Kapadia, is a branding agency and production house specialising in branding solutions and content production for jewellery brands.
Kapadia said the company works with traditionally run family jewellers looking to transition into modern brands. Its services include changes to brand aesthetics, strategic campaign planning and content production.
He said the approach is particularly relevant as jewellery retailers in second- and third-tier cities adapt to changing consumer buying patterns. Understanding how consumers discover brands and arrive at purchase decisions forms an important part of the company's work.
For retailers, the benefit lies in modernising their brand presentation while developing campaigns and content around changing consumer behaviour.
Jewellery storage and delivery can present practical challenges for retailers. Jadau Box, represented by Lalit Agarwal, provides packaging solutions that can be used for both storage and delivery.
According to Agarwal, the company's boxes use cloth-based tray linings instead of velvet to address tarnishing concerns associated with jewellery storage. The solution therefore combines packaging requirements with storage considerations for retailers.
GSI, represented by Ramit Kapoor, is positioning its services beyond conventional gemstone and diamond certification.
Kapoor highlighted training for retail teams to strengthen their knowledge of jewellery products and categories. He also discussed complete jewellery reports covering multiple components of a piece, including polki, gemstones, diamonds and dimensions.
For retailers, the approach can consolidate information relating to different components into a single report, reducing the need to approach separate laboratories for different certification requirements.
Casadevall, represented in India by Asheesh Bhimsaria, is a Spanish company specialising in solutions for jewellery presentation and packaging.
Bhimsaria said the company works with retailers based on their specific requirements. For jewellers, this provides an approach to how products are presented, handled and packaged within the store.
Casadevall was among the businesses showcasing its solutions at COUTURE India 2026.
Retailers cannot physically display every piece in their inventory, creating a challenge when customers want to explore a wider selection. Holo Box 911, represented by Vandana Bansal, showcased a holographic display solution designed to address this limitation.
The system uses a transparent holographic display combined with a physical box structure to create a three-dimensional presentation. The company said it allows retailers to showcase jewellery digitally when pieces cannot all be displayed physically or tried on by customers.
The technology also enables design details and craftsmanship to be presented in 3D, giving retailers another format through which to attract attention and present their collections.
As jewellery businesses communicate with customers across multiple platforms, maintaining consistency in brand positioning can be a challenge.
Gryd.co, represented by Akshita Bhatia, works with jewellery businesses on brand positioning, marketing and CRM software. Bhatia said the company helps jewellery clients across India with these areas.
For retailers, the stated benefit is a more cohesive brand presence across different platforms, bringing marketing and customer relationship management into a coordinated approach.
Staff training and retention are also operational considerations for jewellery retailers, particularly during peak seasons. A retail sales solutions provider at the show highlighted the time required to train employees, particularly those entering the jewellery industry from other sectors.
Its structured programme covers sales, product knowledge and brand guidelines, while its digital-first approach is designed to help retailers identify and develop sales personnel. The programme is customised according to individual retailer requirements.
The businesses featured at COUTURE India 2026 operate across different parts of the retail ecosystem, but their solutions address a common set of requirements: designing functional stores, executing a retailer’s vision, protecting jewellery during storage, modernising brand communication, training sales teams, simplifying product information and creating new ways to present jewellery.
For retailers, the value of these specialist services lies in addressing operational issues that can consume time and resources and, in turn, affect the customer experience.
The solutions showcased at COUTURE India highlight how the supporting ecosystem around jewellery retail is evolving, with specialist businesses working alongside jewellers to address specific requirements across the store, brand, team and customer journey.
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