Ivana Jewels has expanded its retail footprint with the launch of its 13th store at Amanora Mall in Pune, marking another important milestone in the Indian lab-grown diamond jewellery brand’s expansion journey.
Located at Amanora Mall, Hadapsar, Pune, the new store strengthens Ivana Jewels’ presence in one of India’s important retail and lifestyle markets. The company’s official store locator confirms its Amanora Mall outlet at the mall’s West Block, First Floor.
The latest opening comes as Ivana Jewels continues to build its offline retail network across major Indian cities while making lab-grown diamond jewellery more accessible to consumers through physical stores and digital channels.
Ivana Jewels Reaches 13-Store Milestone
The opening of the Amanora Mall store represents Ivana Jewels’ 13th retail outlet, highlighting the pace at which the brand is expanding its physical presence.
The brand had previously announced its presence across 12 stores, including locations in Delhi, Noida, Mohali, Pune, Nagpur, Mumbai, Thane, Hyderabad, Ahmedabad and Surat.
Its current store network includes Amanora Mall and Kopa Mall in Pune, giving the brand a stronger physical presence in the city. Ivana’s official website currently lists stores across multiple markets including Delhi, Mumbai, Noida, Nagpur, Pune, Thane, Surat, Chandigarh, Ahmedabad and Hyderabad.
The Pune expansion is significant because the city has developed into an important destination for premium fashion, jewellery, lifestyle and experience-led retail.
Amanora Mall Becomes an Important Retail Location
The new Ivana Jewels outlet is located at Amanora Mall in Hadapsar, Pune, a major shopping and lifestyle destination.
Amanora Mall’s official directory lists Ivana Jewels among its jewellery retailers, alongside several established jewellery and lifestyle brands.
For Ivana, a mall-based retail presence provides an opportunity to engage with consumers who may discover lab-grown diamonds through physical browsing, consultations and in-store experiences.
The store also complements Ivana’s existing Pune presence at Kopa Mall, giving the company two physical touchpoints in the city.
Ivana Jewels’ Lab-Grown Diamond Retail Strategy
Ivana Jewels positions itself as an India-based jewellery brand specialising in lab-grown diamond jewellery.
According to the company, its diamonds are IGI or SGL certified and its jewellery is crafted using hallmarked 14K and 18K gold. The brand also highlights lifetime buyback and exchange, warranty and secured shipping as part of its customer proposition.
Its product portfolio spans categories including:
- Lab-grown diamond rings
- Engagement rings
- Earrings
- Necklaces
- Bracelets
- Pendants
- Bangles
- Solitaire jewellery
- Bridal jewellery
- Polki jewellery
- Men’s rings
- Personalised jewellery
The brand also offers customised jewellery, allowing customers to share a design reference or concept and work with the team to create a personalised piece.
From Digital-First Discovery to Physical Retail
The expansion of Ivana Jewels’ store network highlights an important shift taking place across India’s jewellery market.
While online platforms have made jewellery discovery easier, high-value purchases often benefit from physical interaction. Customers may want to examine the diamond, understand certification, compare designs, assess craftsmanship and receive guidance before making a purchase.
Ivana’s physical stores therefore serve as more than conventional points of sale.
They provide the brand with opportunities to offer one-to-one consultations, customisation, product discovery and an in-person jewellery experience.
The company also promotes home trials, ready-to-ship jewellery and online shopping, creating multiple touchpoints between digital discovery and physical retail.
Ivana Jewels Is Building a Pan-India Retail Network
The Amanora Mall launch is part of a broader expansion programme.
Ivana Jewels’ recent expansion has taken the brand into markets including Mumbai, Delhi, Noida, Nagpur, Mohali, Ahmedabad, Surat, Hyderabad, Thane and Pune.
The company has also identified several additional locations for future expansion, including Bengaluru, Ludhiana, Siliguri, Lucknow, Hisar and Jaipur, according to a recent expansion announcement.
This suggests that Ivana is moving towards a wider national retail strategy rather than limiting its proposition to a handful of metropolitan markets.
Why Physical Stores Matter for Lab-Grown Diamond Brands
The growth of lab-grown diamonds has created a new opportunity for jewellery brands to rethink how customers discover and purchase diamond jewellery.
For consumers unfamiliar with lab-grown diamonds, physical stores can play an important educational role.
Customers can learn about:
- Diamond certification
- Cut, colour, clarity and carat
- Gold purity
- Jewellery craftsmanship
- Customisation
- Pricing
- Buyback and exchange policies
- Differences between lab-grown and mined diamonds
Ivana specifically states that its lab-grown diamonds have the same chemical composition and physical properties as mined diamonds and are graded using the same 4Cs framework.
This makes the retail store an important part of the brand’s consumer education strategy.
Pune Could Become a Strong Market for Ivana Jewels
Having two locations in Pune gives Ivana Jewels an opportunity to build stronger brand recognition within the city.
Amanora Mall provides access to a large lifestyle-shopping environment, while Kopa Mall adds another physical location in Pune’s retail landscape.
The combination can help the brand reach different customer segments while increasing local visibility.
For an emerging jewellery brand, building density in selected cities before expanding aggressively into new markets can also help improve operational efficiency, customer referrals and brand recall.
More Than Store Count: Building Brand Accessibility
Ivana Jewels’ expansion is not simply about increasing the number of stores.
The company’s broader proposition is centred around making lab-grown diamond jewellery more accessible through a combination of physical retail, online commerce, customisation and customer services.
Its official website currently lists retail locations across more than 10 cities, while the company also offers online shopping and personalised jewellery services.
The strategy reflects a broader trend in India’s jewellery sector where digitally discovered brands are increasingly investing in physical stores to build trust and provide customers with a richer buying experience.
What the 13th Store Means for Ivana Jewels
The Amanora Mall opening represents another step in Ivana Jewels’ journey from a relatively young jewellery business to a growing national retail brand.
Founded in Surat in 2023, Ivana Jewels says it is backed by the Jindal Group legacy and has expanded rapidly through physical retail since 2025.
The company’s expansion into Pune, along with its growing presence across other Indian cities, indicates a clear ambition to establish a wider offline footprint.
As more consumers become familiar with lab-grown diamonds, brands such as Ivana Jewels will increasingly compete not only on product design and pricing but also on trust, certification, retail experience, customisation and customer service.
The 13th store therefore represents more than another outlet opening. It is another step towards creating a national retail network for a new generation of diamond jewellery consumers.
Ivana Jewels Store Expansion: Key Highlights
- 13th store: New Ivana Jewels outlet at Amanora Mall, Pune.
- Location: First Floor, West Block, Amanora Mall, Hadapsar, Pune.
- Pune presence: Ivana Jewels now has locations at Amanora Mall and Kopa Mall.
- Core category: Lab-grown diamond jewellery.
- Certification: IGI/SGL-certified lab-grown diamonds.
- Jewellery: Rings, earrings, necklaces, bracelets, pendants, bridal jewellery and more.
- Customer proposition: Customisation, home trials, ready-to-ship products, lifetime buyback/exchange and warranty.
- Expansion: The brand has been building its presence across multiple Indian cities and has announced further expansion plans.
Frequently Asked Questions (FAQs)
Where has Ivana Jewels opened its 13th store?
Ivana Jewels has opened its 13th store at Amanora Mall in Hadapsar, Pune, Maharashtra. The official store locator lists the outlet at the First Floor, West Block.
What does Ivana Jewels sell?
Ivana Jewels specialises in lab-grown diamond jewellery, including rings, earrings, necklaces, bracelets, pendants, bridal jewellery, polki jewellery and customised designs.
How many Ivana Jewels stores are there?
The Amanora Mall opening marks the brand’s 13th-store milestone, based on the announcement provided. Ivana’s official website currently lists its expanding retail network across multiple Indian cities.
Does Ivana Jewels offer customised jewellery?
Yes. Ivana Jewels offers customised jewellery, allowing customers to provide a design reference or idea for a personalised piece.