Lab-grown diamond jewellery brand Keemti has expanded its Mumbai retail footprint with the opening of its second Mumbai store in Borivali.
The new store strengthens Keemti’s presence in one of India’s largest jewellery markets and follows the opening of its first Mumbai flagship in Andheri in June 2026.
Keemti’s Andheri flagship opened on June 16, 2026, on Link Road near Infiniti Mall and marked the company’s entry into Mumbai’s organised lab-grown diamond jewellery retail market.
The Borivali opening takes the brand’s Mumbai strategy a step further by creating a second physical retail touchpoint serving a different customer catchment.
The new store is located at:
Shop No. 1 & 2, Ground Floor, The Haveli Co-op Housing Society, Gulmohar Road, Sundar Nagar, Borivali West, Mumbai, Maharashtra 400092.
Keemti’s official store page lists the outlet as open from 10:00 AM to 8:30 PM, Monday to Sunday.
Keemti’s Second Mumbai Flagship
The Borivali launch follows a rapid retail expansion journey for Keemti.
The company started its physical retail journey with its first store in Kharadi, Pune, before expanding to additional locations across Pune, Indore, Mumbai and Delhi-NCR.
Keemti’s current store network includes locations across Mumbai, Pune, Indore, Delhi and Gurgaon, according to the company’s store directory.
The Borivali opening is therefore not an isolated launch.
It is part of an aggressive effort to establish the brand across multiple urban jewellery markets in a relatively short period.
From Kharadi to a Growing National Retail Network
Keemti was founded in Mumbai in 2025 and is backed by the Kothari Group, a jewellery manufacturing and export business with more than four decades of experience.
The company has also received backing from entrepreneur and investor Nikhil Kamath and entrepreneur-investor Kavin Shah.
The brand’s retail journey began in Kharadi, Pune.
It subsequently expanded with stores in markets including:
- Pune
- Mumbai
- Indore
- Delhi
- Gurgaon
The company’s own LinkedIn communication has described its expansion as an effort to make fine jewellery more approachable, design-forward and relevant to contemporary consumers.
Keemti’s Lab-Grown Diamond Jewellery Proposition
At the heart of Keemti’s business model is lab-grown diamond jewellery.
The brand positions lab-grown diamonds as an alternative to traditionally mined diamonds while focusing on:
- Contemporary design
- Certification
- Craftsmanship
- Transparency
- Accessibility
- Factory-direct pricing
Keemti offers jewellery featuring certified lab-grown diamonds and describes its offering around CVD and HPHT lab-grown diamonds.
This positioning allows the company to compete not simply as a diamond retailer but as a new-generation fine jewellery brand.
CVD and HPHT Lab-Grown Diamonds
Keemti’s product proposition includes both major technological routes used to produce lab-grown diamonds:
CVD — Chemical Vapor Deposition
HPHT — High Pressure High Temperature
Both technologies create diamonds with the same fundamental crystal structure as mined diamonds, although the production processes differ.
For jewellery consumers, the growing availability of certified lab-grown diamonds provides another option when considering diamond jewellery.
Keemti is building its retail proposition around making these products more accessible through dedicated stores and online channels.
Certified Lab-Grown Diamonds
Certification plays an important role in Keemti’s retail proposition.
The company’s store pages highlight certified diamonds, with the brand stating that its lab-grown diamonds are certified for quality and authenticity.
This is particularly relevant for consumers purchasing diamond jewellery because certification can provide information about a stone’s characteristics and quality.
For a relatively new category such as lab-grown diamond jewellery, certification can also help establish consumer confidence.
BIS-Hallmarked Jewellery
Keemti’s Borivali store information also highlights BIS-hallmarked gold and sterling silver jewellery.
The company’s store page states that its jewellery is made using BIS-hallmarked gold and sterling silver.
This gives the physical retail proposition another layer of assurance for customers evaluating jewellery based on purity and product quality.
Factory-Direct Jewellery Model
One of Keemti’s most important differentiators is its factory-direct positioning.
The brand draws on the Kothari Group’s manufacturing background and controls significant parts of its value chain.
Recent company information says Keemti is leveraging the Kothari Group’s 45+ years of manufacturing expertise, with the objective of reducing intermediary mark-ups and providing direct-to-consumer pricing.
This model is particularly relevant in a category where consumers are increasingly interested in understanding what they are paying for.
The proposition can be summarised as:
Manufacturing expertise + lab-grown diamonds + contemporary design + direct-to-consumer retail
Why Borivali Matters for Keemti
Borivali is one of Mumbai’s established residential and commercial catchments.
The area serves a large population across western Mumbai and has a strong ecosystem of high streets, residential communities, shopping destinations and neighbourhood businesses.
Jewellery is also a category where local accessibility can influence purchasing decisions.
Consumers often prefer to visit stores to:
- Examine jewellery closely
- Compare designs
- Check sizing
- Understand diamond certification
- Evaluate craftsmanship
- Discuss customisation
- Seek purchase guidance
By opening in Borivali, Keemti can build a customer base in a different part of Mumbai while retaining its Andheri presence.
From One Mumbai Store to Two
Keemti’s first Mumbai flagship opened in Andheri in June 2026.
The company described the Andheri launch as the beginning of an ambitious Mumbai growth journey. The store was inaugurated on June 16 and was positioned as a new destination for lab-grown diamond jewellery.
The Borivali opening now gives the company two Mumbai locations:
Andheri — Western Mumbai
Borivali — Western/North-West Mumbai
This creates a broader geographic footprint within the city.
Keemti’s Current Store Network
Keemti’s official store directory currently lists stores across several Indian markets, including:
- Andheri, Mumbai
- Borivali, Mumbai
- Baner, Pune
- Kharadi, Pune
- M3M, Gurgaon
The company’s wider retail communications also reference stores in Delhi, Indore and Gurgaon.
This reflects a strategy based on establishing multiple regional clusters rather than relying on a single flagship.
Rapid Expansion Across India
Keemti’s retail rollout has been unusually fast for a relatively young jewellery brand.
A recent company release reported that Keemti had reached 11 stores within four months of launch across Mumbai, Pune, Indore, Delhi and Gurgaon.
The company is targeting 88 stores by December 2026, according to the same release.
If achieved, that would represent a substantial acceleration in organised lab-grown diamond jewellery retail.
The Borivali store therefore sits within a much larger expansion plan.
Keemti’s Focus on Urban and Tier-II Markets
While Mumbai and Delhi-NCR provide access to large jewellery markets, Keemti is also expanding into high-growth Tier-II markets.
The company’s expansion strategy has included cities such as Indore, where it opened its second store on MG Road after starting in Pune.
Keemti’s strategy reflects a broader change in India’s jewellery retail industry.
Organised jewellery is increasingly moving beyond traditional metro luxury markets into emerging cities where consumers are becoming more design-conscious and digitally informed.
Lab-Grown Diamonds and the New Jewellery Consumer
The growth of lab-grown diamonds is closely connected to changing consumer expectations.
Younger jewellery buyers are increasingly evaluating products based on:
- Design
- Price
- Certification
- Transparency
- Versatility
- Brand story
- Personalisation
- Ethical and environmental considerations
Lab-grown diamonds provide brands with another way to address these preferences.
Keemti’s positioning is particularly focused on consumers who want fine jewellery but may not necessarily identify with traditional luxury jewellery formats.
Jewellery for Everyday Wear
Keemti’s store proposition extends beyond conventional occasion jewellery.
The company’s Borivali store lists rings, earrings, bracelets and neckwear among its everyday jewellery categories.
Its broader website portfolio includes:
- Rings
- Earrings
- Mangalsutras
- Bangles
- Bracelets
- Pendants
- Necklaces
- Chains
- Nose pins
- Jewellery sets
- Gold jewellery
- Silver jewellery
- Lab-grown diamond jewellery
This category breadth allows the brand to target both occasion purchases and everyday jewellery consumption.
Store Experience Becomes Part of the Proposition
As lab-grown diamond jewellery becomes more widely available online, physical stores have an important role to play.
A jewellery store allows consumers to physically experience the product before making a purchase.
For Keemti, its stores can function as:
Discovery centres
Customers can explore collections and understand the brand.
Consultation spaces
Consumers can discuss diamonds, jewellery designs and purchase requirements.
Trust-building environments
Physical retail gives customers an opportunity to interact with the brand directly.
Omnichannel touchpoints
Customers can discover products in-store and continue their purchase journey online, or vice versa.
Keemti’s Omnichannel Strategy
Keemti is not relying exclusively on physical stores.
The company describes its business as having an omnichannel model, combining physical retail with its own e-commerce platform and marketplace presence.
Its LinkedIn profile states that the brand has a presence on Amazon, its own e-commerce platform and an expanding physical store network.
This approach allows Keemti to reach customers beyond the geographical limits of its stores.
The physical and digital channels can also reinforce each other.
Lifetime Exchange and Buyback
Keemti’s Borivali store highlights lifetime exchange and buyback as part of its customer proposition.
The brand also promotes lifetime support and care for jewellery.
Such services can be particularly important in jewellery because consumers often consider future value, upgrades and long-term ownership when making purchases.
15-Day Return Policy
The Borivali store information also lists a 15-day return policy.
This provides customers with an additional layer of flexibility following an online or offline purchase.
Together with certification, hallmarking, exchange, buyback and support services, these policies contribute to Keemti’s broader objective of reducing friction in jewellery purchasing.
Backed by Kothari Group’s Manufacturing Heritage
Keemti’s expansion is supported by the manufacturing capabilities of its parent group.
The Kothari Group has decades of experience in jewellery manufacturing and exports, providing Keemti with a foundation that differs from a pure retail startup.
The company says this manufacturing heritage spans more than 45 years.
That background gives Keemti access to capabilities across design, manufacturing and retail.
It also supports the company’s factory-direct proposition.
Nikhil Kamath-Backed Jewellery Brand
Keemti has attracted attention partly because of its investor backing.
The brand is backed by entrepreneur and investor Nikhil Kamath as well as Kavin Shah.
The backing provides visibility for a young jewellery brand entering a rapidly evolving segment.
More importantly, the company’s retail expansion indicates that it is building an operational business rather than relying only on digital brand awareness.
The Growth of Lab-Grown Diamond Jewellery in India
Lab-grown diamonds are becoming an increasingly visible part of India’s organised jewellery market.
Dedicated lab-grown jewellery brands are opening physical stores while established jewellery companies are also exploring the category.
This is creating a new competitive landscape around:
- Product quality
- Certification
- Pricing
- Design
- Retail experience
- Manufacturing
- Customer education
- Brand trust
Keemti’s strategy is to compete across several of these dimensions simultaneously.
Why Physical Retail Matters for Lab-Grown Diamonds
Although consumers can research and purchase jewellery online, physical retail remains important for high-consideration categories.
Diamond jewellery involves emotional and financial considerations.
Customers may want to see:
- Diamond brilliance
- Jewellery finish
- Metal colour
- Stone size
- Setting quality
- Product proportions
They may also want expert assistance before making a purchase.
This makes stores such as Keemti’s Borivali outlet strategically important to the brand’s growth.
Keemti’s Neighbourhood-Led Retail Strategy
The Borivali store also highlights an interesting approach to jewellery retail.
Rather than limiting the brand to premium malls, Keemti is establishing stores in neighbourhood and high-street catchments.
The company’s current network includes a mix of high-street and in-mall locations across different markets.
This approach can potentially improve accessibility and allow the company to serve customers closer to where they live.
From Accessible Luxury to Everyday Jewellery
Keemti’s positioning sits between traditional fine jewellery and everyday fashion-led jewellery.
The brand describes its objective around making fine jewellery more accessible and relevant to contemporary consumers.
Its product range and store experience are designed to make diamond jewellery less dependent on weddings and major occasions.
This creates opportunities for:
- Self-purchase
- Gifting
- Birthdays
- Anniversaries
- Career milestones
- Everyday luxury
- Personal celebrations
The Competitive Landscape
Keemti is entering a market where lab-grown diamond jewellery brands are increasingly competing for consumer attention.
The competitive advantage will depend on more than the availability of lab-grown diamonds.
Brands will increasingly need to differentiate through:
Design: Creating jewellery that consumers actually want to wear.
Trust: Providing certification and transparent product information.
Price: Demonstrating meaningful value.
Experience: Delivering a strong physical and digital shopping journey.
Service: Offering exchange, buyback, support and after-sales care.
Scale: Making the brand accessible across multiple cities.
Keemti is attempting to build capabilities across all these areas.
88 Stores by December 2026: An Ambitious Target
Keemti’s stated target of 88 stores by December 2026 is perhaps the clearest indicator of its ambitions.
For a brand launched in 2025, reaching such a network would represent exceptionally rapid physical expansion.
The challenge will be maintaining:
- Store productivity
- Inventory efficiency
- Customer experience
- Service standards
- Supply-chain consistency
- Brand identity
- Employee capability
as the network grows.
The Borivali store is one more building block in this larger expansion plan.
What the Borivali Opening Means for Mumbai Retail
The opening adds another specialist lab-grown diamond jewellery destination to Mumbai’s increasingly diverse jewellery ecosystem.
For Keemti, it provides access to a new consumer catchment.
For customers, it creates another offline location where they can explore certified lab-grown diamond jewellery.
For the wider industry, the launch reflects the increasing willingness of new-generation jewellery brands to build physical retail networks around alternative diamond categories.
What Comes Next for Keemti?
Keemti’s expansion strategy points towards continued geographic growth.
The company has already established a presence across:
- Mumbai
- Pune
- Indore
- Delhi
- Gurgaon
and has indicated plans to continue expanding across India.
The next stage will likely involve a combination of:
More stores in existing cities
Building density and improving brand recognition.
Entry into additional Tier-II markets
Reaching consumers beyond traditional jewellery hubs.
Omnichannel expansion
Connecting stores with e-commerce and marketplace channels.
Broader product assortment
Increasing everyday and occasion jewellery options.
Brand building
Making lab-grown diamond jewellery more familiar to mainstream Indian consumers.
Conclusion
Keemti’s opening of its second Mumbai store in Borivali marks another important milestone in the young jewellery brand’s rapid retail expansion.
Located in Sundar Nagar, Borivali West, the new store brings Keemti’s lab-grown diamond jewellery proposition closer to another major Mumbai consumer catchment.
The launch follows the opening of the company’s Andheri flagship in June 2026 and forms part of a wider expansion across Mumbai, Pune, Indore, Delhi and Gurgaon.
Backed by the Kothari Group’s manufacturing heritage and investors including Nikhil Kamath and Kavin Shah, Keemti is combining certified lab-grown diamonds, contemporary design, factory-direct pricing and an omnichannel retail model.
With the company targeting 88 stores by December 2026, the Borivali launch is best understood not simply as another store opening but as part of a much larger attempt to build a national lab-grown diamond jewellery retail network.
As Indian jewellery consumers become increasingly interested in design, transparency, certification, value and new-generation diamond formats, Keemti’s rapid physical expansion positions the brand as one of the emerging players to watch in India’s evolving fine-jewellery market.
Frequently Asked Questions
1. Where is Keemti’s new Borivali store?
Keemti’s Borivali store is located at Shop No. 1 & 2, Ground Floor, The Haveli Co-op Housing Society, Gulmohar Road, Sundar Nagar, Borivali West, Mumbai, Maharashtra 400092.
2. Is the Borivali store Keemti’s second Mumbai store?
Yes. The Borivali opening follows Keemti’s first Mumbai flagship in Andheri, which opened in June 2026.
3. What does Keemti sell?
Keemti sells lab-grown diamond jewellery, along with gold and silver jewellery and categories such as rings, earrings, bracelets, necklaces, pendants and other everyday jewellery.
4. Does Keemti offer CVD and HPHT lab-grown diamonds?
Yes. Keemti positions its offering around certified CVD and HPHT lab-grown diamonds.
5. Is Keemti jewellery BIS hallmarked?
Keemti’s store pages state that its jewellery is made using BIS-hallmarked gold and sterling silver.
6. Does Keemti offer lifetime exchange and buyback?
Yes. Keemti’s Borivali store information highlights lifetime exchange and buyback along with lifetime support.
7. Does Keemti have stores outside Mumbai?
Yes. Keemti has expanded across Pune, Indore, Delhi and Gurgaon, in addition to Mumbai.
8. Who owns Keemti Jewels?
Keemti was founded by Armaan Kothari and is backed by the Kothari Group, along with investors including Nikhil Kamath and Kavin Shah.
9. What is Keemti’s factory-direct model?
Keemti leverages the Kothari Group’s manufacturing capabilities to connect manufacturing more directly with retail, with the aim of reducing intermediary mark-ups and offering factory-direct pricing.
10. How many stores does Keemti plan to open?
Keemti has stated a target of reaching 88 stores by December 2026, according to a recent company release.
11. When did Keemti open its first Mumbai store?
Keemti opened its first Mumbai flagship in Andheri on June 16, 2026.
12. Where did Keemti open its first store?
Keemti began its retail journey with a store in Kharadi, Pune. The company subsequently expanded into other cities.
13. Does Keemti sell only lab-grown diamond jewellery?
No. Its broader portfolio also includes gold jewellery, silver jewellery and multiple everyday jewellery categories, in addition to lab-grown diamond products.
14. Does Keemti have an online store?
Yes. Keemti operates its own e-commerce platform and also has a presence on marketplaces, alongside its physical retail network.