Blending 80 years of legacy with contemporary design sensibility, HM Sarafa Bazaar, a B2B jewellery platform, announced the opening of its first experiential store, iAMORY, a modern handcrafted 925 sterling silver and lab grown diamond brand in Chandivali, Powai, Mumbai.

Co-founded by a husband-and-wife duo, Archit Jain and Anokhi Jain, the new store is thoughtfully designed at the confluence of heritage and modernity to offer an immersive jewellery shopping experience. The space brings together craftsmanship and trust, showcasing iAMORY’s signature silver collection alongside its 14kt lab-grown diamond line, including Mumbai-exclusive designs inspired by the city’s vibrant rhythm.

Inspired by Gen Z and modern women who seek jewellery that is stylish, minimal, and real, iAMORY Mumbai store is launched after its successful digital debut earlier this year. The brand aims to make fine jewellery accessible, wearable, and emotionally meaningful for today’s women.

While speaking about the journey, Archit Jain, Co-Founder of HM Sarafa Bazaar and iAMORY, said, “We created iAMORY at a time when gold prices crossed ₹1 lakh per 10 grams, and that is when we saw a clear shift. Progressive consumers are moving away from heavy gold jewellery towards affordable, fashionable, and precious silver jewellery for everyday wear. Now they don’t see jewellery as a one-time investment; they see it as a reflection of their personality.”

Adding to this, Anokhi Jain, Co-Founder of iAMORY, shared, “iAMORY is our response to this new era of self-expression. Luxury that feels personal, not distant. Mumbai, as India’s fashion capital and a city that celebrates individuality, confidence, and luxury, was the natural choice for iAMORY’s first store.”

“For us, fine jewellery should not sit in lockers, it should live with you. This launch marks our first step towards redefining fine jewellery as something to be worn every day”,  she further added.

Built on a family legacy spanning over 80 years across multiple jewellery businesses, HM Sarafa Bazaar was established by Archit Jain during the pandemic with a vision to not only digitalise the B2B Indian Jewellery Industry but also to empower jewellers to retain and expand their businesses across India.

Today, HM Sarafa Bazaar is a leading platform in the Indian B2B jewellery market and iAMORY embodies this evolution. With this launch, HM Sarafa Bazaar steps boldly into the D2C space, leveraging its extensive B2B network to bring trusted sourcing, craftsmanship, and authenticity straight to modern customers.

With the launch of the first store, the company plans to strengthen its offline presence by opening 8 to 10 stores across Mumbai. The brand has already received multiple franchise enquiries from jewellers across India, solidifying their expansion plans to other metro and Tier 1 cities. iAMORY also plans to introduce innovations like the ‘Try at Home’ feature for lab-grown diamond jewellery, allowing customers to experience fine jewellery in the comfort of their homes.

With this launch, iAMORY not only brings timeless elegance to Mumbai’s jewellery landscape but also aligns with growing consumer narratives around sustainability, value, and a personal connection in jewellery choices.