QWEEN, India’s first 100% natural, Mine-to-Market, self-discovery experiential luxury jewellery brand, today articulated its founding philosophy and sourcing model, challenging long-standing industry norms that have prioritised fragmented sourcing and opacity over traceability and trust. Built on the belief that modern luxury must be anchored in clarity and structural integrity rather than marketing narratives, QWEEN introduces a Mine-to-Market approach designed to trace every diamond through a documented, controlled, and audited chain of custody from origin to finished jewellery.

The Indian jewellery industry has historically operated through a fragmented sourcing system, where diamonds are aggregated from multiple vendors in varied batches, often making provenance difficult, and in many cases impossible to verify. QWEEN was created in direct response to this reality. The brand sources all its diamonds from a single, globally respected origin, Rosy Blue, ensuring consistency, traceability, and accountability at every stage. With over 63 years of heritage, Rosy Blue is one of the world’s most trusted diamond manufacturers, recognised for its robust provenance systems, strict traceability practices, and status as a site holder with direct access to ethically sourced rough diamonds.

By partnering with Rosy Blue not as a transactional vendor but as a strategic supply-chain investor, QWEEN has built a sourcing model where every diamond can be traced back through a verifiable and auditable chain of custody. This Mine-to-Market framework ensures that provenance is not limited to a mine or country of origin, but extends across every stage of the diamond’s journey. This structural integration forms the non-negotiable backbone of QWEEN’s sourcing philosophy.

QWEEN’s Mine-to-Market approach is anchored in full compliance with the Kimberley Process, ensuring that all diamonds entering the supply chain are conflict-free by globally accepted standards. Rosy Blue processes only Kimberley-compliant rough diamonds, eliminating ambiguity, mixed batches, or inconsistencies. As a result, 100% of QWEEN jewellery is Kimberley compliant, a verifiable fact that the brand commits to demonstrating transparently within its retail environment.

Beyond ethics and provenance, QWEEN’s philosophy extends to how women experience jewellery. The brand was founded on the belief that luxury should feel personal rather than transactional, and that clarity should replace intimidation cloaked as expertise. QWEEN’s experiential retail model is designed to help women understand where their diamond comes from, how it was shaped, who worked on it, how it was graded, and why it shines the way it does, transforming the act of buying jewellery from a moment of uncertainty into one of confidence and ownership.

“For decades, the industry has asked consumers to trust without visibility,” said Amit Kumar, CEO & Co-founder, QWEEN. “We believe trust is built through structure, not storytelling. When a woman understands the true journey of her diamond, the experience shifts from pressure to self-discovery. That shift is what modern jewellery must enable.”

Founded by Amit Kumar and Suyash Motarwar, and backed by global jewellery leader Rosy Blue alongside Japanese luxury jeweller Kashikey Co. Ltd., QWEEN operates in the premium jewellery segment, building experiential retail environments that prioritise self-discovery over transactional selling. The brand’s mine-to-market approach, anchored in ethical sourcing, traceability, and 100% natural gemstones & diamonds, forms a foundational pillar of its product philosophy as it prepares to debut its first experiential stores in Bangalore and Delhi.