Amaris launches first flagship jewellery store in Hyderabad

Contemporary fine jewellery brand Amaris has opened its first flagship store outside New Delhi on the occasion of its tenth anniversary. Located in Hyderabad’s Banjara Hills, the new boutique signals the beginning of the brand’s national retail expansion.

“Launching our flagship in Hyderabad is both a strategic and deeply personal milestone,” said Amaris Jewels’ founder and creative director Prerna Rajpal in a press release. “This city’s design legacy, discerning clientele, and celebration of individuality in luxury make it the perfect place to begin our next chapter.”

To mark the launch, Amaris introduced ‘Hyphen’, a capsule collection exclusive to the Hyderabad store. Featuring Zambian emeralds, kunzites, tourmalines, and F-G colour diamonds, the line is designed to celebrate the convergence of heritage and modernity. The opening event was attended by guests including Sudha Reddy, Bobby Kandhari, and Kamala Anagani, among others.

The new Hyderabad store measures 2,750 square feet and is divided into three curated segments: ‘On The Go’ for everyday essentials, ‘Glitterati’ for cocktail jewellery, and ‘Heritage’ for bridal and heirloom pieces. An invitation-only VIP Lounge adds a private styling zone with early access to limited collections and bespoke services. Interactive digital touchpoints and the signature Amaris Blue Wall are included to reflect the brand’s design-led, digital-first approach.