Jewellery brand Ritvaa has expanded its offline retail footprint with the opening of a new store on Gokhale Road in Naupada, Thane West. Spread across approximately 400 sq. ft., the new Ritvaa store is designed as an intimate jewellery destination and experience centre, bringing the brand’s artisanal designs, Indian-inspired aesthetics and SmartGold proposition closer to consumers in the Mumbai Metropolitan Region.
The store opening marks an important step in Ritvaa’s physical retail strategy as the brand looks to establish itself in jewellery markets where consumers have a strong connection with traditional jewellery while increasingly seeking contemporary designs, lighter formats and jewellery that can transition between occasions.
The store was inaugurated by actress Amrita Rao, with personalities including Kishori Shahane, Ankita Prabhu Walawalkar, Rahul Roy and Shiv Thakare attending the launch.
According to Ritvaa, the Thane outlet is intended to offer customers a more personalised way to discover the brand, try designs and interact with its collections in a physical retail environment.
Ritvaa Thane Store: Location and Retail Format
The new Ritvaa outlet is located at:
Shop No. 2, Swanand Co-operative Housing Society Ltd., Gopal Krishna Gokhale Marg, opposite ICICI Bank, Naupada, Thane West, Maharashtra – 400602.
Ritvaa’s official store locator currently lists the Thane outlet as its operating Ritvaa Experience Centre. The listed store timings are 10:00 am to 8:30 pm from Monday to Saturday and 11:00 am to 7:00 pm on Sunday.
The brand describes its physical stores as experience centres where customers can receive in-store guidance and try jewellery before making a purchase.
The 400 sq. ft. format is deliberately compact compared with a conventional large-format jewellery showroom. Ritvaa has positioned the outlet as an intimate discovery space where the jewellery remains the centre of the customer experience.
Why Thane Is Important for Ritvaa?
The Thane launch comes at a time when the city’s jewellery market is evolving alongside its broader consumer and retail ecosystem.
Thane has traditionally had a strong affinity for gold and traditional jewellery. At the same time, consumer preferences are shifting towards contemporary craftsmanship, versatile designs and jewellery that can be worn across weddings, festivals, family occasions and everyday life.
This combination makes Thane particularly relevant to Ritvaa’s positioning.
Rather than focusing exclusively on high-value occasion jewellery, Ritvaa is attempting to bridge traditional Indian aesthetics with contemporary design and everyday usability.
The company’s leadership has described the Thane consumer as increasingly interested in products that bring together tradition, design and individual expression.
That consumer shift is important for newer jewellery brands because it creates space between conventional family jewellers and modern lifestyle-oriented jewellery brands.
Ritvaa’s Jewellery Proposition
Ritvaa describes itself as a jewellery brand focused on reinterpreting Indian traditions through a modern design lens.
On its official website, the company says its jewellery is rooted in Indian craft and influenced by older jewellery-making techniques, while being designed for contemporary lifestyles.
The brand’s assortment extends across several jewellery categories, including:
- Mangalsutras
- Long mangalsutras
- Short mangalsutras
- Mani-Vaati designs
- Hand mangalsutras
- Bangles and kadas
- Short necklace sets
- Long necklace sets
- Choker sets
- Rings
- Malas
- Colour malas
- Ball malas
- Chains
- Chains with pendants
- Bracelets
- Earrings
- Jhumkas
- Pendant sets
- Men’s rings
- Men’s chains
- Men’s kadas
- Men’s bracelets
The brand also organises its collections under names including Saubhagya, Kangana, Utsav, Khoobsurat, Karigari and Vedika.
This breadth gives Ritvaa an opportunity to address multiple jewellery occasions rather than restricting itself to one product category.
From Indian Tradition to Everyday Jewellery
One of Ritvaa’s central brand ideas is that jewellery should not necessarily remain reserved for special occasions.
The company says its philosophy originated around the idea of making meaningful jewellery — particularly the mangalsutra — relevant to everyday life while retaining its cultural significance.
Ritvaa describes the mangalsutra as more than a traditional symbol, positioning it around emotion, identity and belonging.
This philosophy feeds directly into the brand’s product strategy, where traditional motifs are combined with lighter, contemporary and everyday-oriented designs.
The approach is particularly relevant as younger jewellery consumers increasingly look for pieces that can work across multiple settings rather than being purchased solely for weddings or major family occasions.
SmartGold: Ritvaa’s Technology-Led Proposition
A major differentiator for Ritvaa is its SmartGold technology.
According to the company, SmartGold is an in-house patented technology involving a 50X thick gold-plated finish designed to provide the appearance and feel of gold at a more accessible price point. Ritvaa states that its SmartGold process uses approximately 3–5 microns of gold layering.
The company describes SmartGold as:
- 50X thick gold plating
- 3–5 micron gold layering
- Patented in-house technology
- Designed for everyday wear
- Inspired by Indian jewellery traditions
- Positioned as an alternative to conventional solid-gold jewellery
The proposition allows Ritvaa to target consumers who want the visual appeal of gold jewellery but may be looking for a lower entry price compared with traditional solid-gold purchases.
Importantly, Ritvaa’s own product pages describe its jewellery as SmartGold jewellery rather than imitation jewellery, with individual product specifications identifying materials, gold layering and certification.
What Is Ritvaa SmartGold Jewellery?
Ritvaa’s official SmartGold page says the technology is based on a 50X thick gold-plated finish, with 3–5 micron gold layering. The brand says the technology is intended to deliver a lasting gold appearance for everyday use.
Ritvaa also promotes SmartGold around three broader propositions:
Certified purity: The company says its SmartGold jewellery carries certification relating to its gold content.
Lifetime gold buyback: Ritvaa promotes a lifetime buyback proposition, with the company stating that customers can receive the current value of gold subject to its applicable terms.
Everyday wearability: The brand positions its jewellery as lightweight, contemporary and suitable for daily use as well as special occasions.
These propositions are intended to address some of the barriers associated with purchasing jewellery for everyday use, particularly price, wearability and perceived value.
Ritvaa’s Product Portfolio Goes Beyond Mangalsutras
While mangalsutras remain central to Ritvaa’s brand story, the current product ecosystem extends considerably beyond the category.
Its online assortment includes necklaces, malas, bangles, bracelets, earrings, rings, chains, pendants and men’s jewellery.
The brand’s Karigari collection, for example, features designs inspired by Indian jewellery traditions, including a Kolhapuri Saaj-inspired necklace set, heritage-inspired bangles and temple-style necklace designs.
This gives the Thane store an opportunity to present Ritvaa as a broader jewellery destination rather than simply a specialised mangalsutra retailer.
Jewellery for Weddings, Festivals and Everyday Wear
The new Thane store brings together three broad product occasions:
Traditional Jewellery
Traditional-inspired designs draw on Indian motifs, cultural symbolism and established jewellery forms.
Festive and Occasion Jewellery
The assortment includes designs intended for festivals, weddings, family celebrations and important milestones.
Contemporary Everyday Jewellery
Ritvaa is also targeting consumers who want jewellery for everyday styling, office wear, casual occasions and personal expression.
This combination is increasingly relevant in India’s jewellery market, where consumers are looking for greater versatility from their purchases.
Instead of buying a piece exclusively for a wedding or festival, consumers are increasingly interested in jewellery that can be styled across different occasions.
A More Personalised Jewellery Retail Experience
The Thane outlet has been designed as an experience centre, rather than simply a transaction-focused showroom.
The store’s format allows customers to browse collections, try designs and compare jewellery in a more relaxed environment.
That physical experience is particularly relevant in jewellery because consumers often want to see how a piece looks when worn, assess proportions, understand craftsmanship and receive assistance before making a purchase.
Ritvaa’s store locator specifically highlights expert in-store guidance and the ability to try before buying as part of its retail proposition.
The company is therefore using physical retail not only as a sales channel but also as a way to build trust and establish closer customer relationships.
The Founders Behind Ritvaa
Ritvaa was founded by Amit Jaain and Hanissh Jaain, who have built their brand proposition around the intersection of traditional jewellery, craftsmanship and modern consumer preferences.
Celebrity-Led Launch Builds Brand Visibility
The Thane store inauguration was led by actress Amrita Rao.
The launch event was also attended by Kishori Shahane, Ankita Prabhu Walawalkar, Rahul Roy and Shiv Thakare.
For an emerging jewellery brand, such a launch strategy can play an important role in generating awareness, social visibility and consumer recall.
Jewellery purchases are heavily influenced by trust, aesthetics, cultural relevance and brand familiarity. A high-visibility store opening can therefore serve as both a retail launch and a brand-building exercise.
Ritvaa’s Omnichannel Strategy
The Thane store does not operate in isolation from Ritvaa’s digital business.
The company operates an e-commerce platform where consumers can browse and purchase its collections online, while its physical store network provides an opportunity for customers to experience products offline.
Ritvaa also offers a Live Virtual Showroom, listed as part of its website navigation, providing another route for customers to interact with the brand.
This combination of website commerce, virtual shopping and physical experience centres reflects the increasingly hybrid nature of jewellery retail.
Customers can discover a design online, compare products digitally, visit a store to try it and then complete the purchase through whichever channel is most convenient.
Ritvaa’s Upcoming Retail Expansion
The Thane store is being positioned as part of a larger retail expansion strategy.
Ritvaa has indicated that it is evaluating additional opportunities across Maharashtra and other promising jewellery markets in India.
Its official store locator currently identifies Bengaluru and Chennai as upcoming markets, with both locations listed as “Coming Soon.”
This provides an early indication that Ritvaa is looking beyond its Mumbai-area base as it develops its physical retail network.
For the company, Maharashtra can provide multiple expansion opportunities — from Mumbai and its surrounding urban markets to cities where jewellery remains deeply embedded in consumer culture.
Why the Thane Store Matters for Ritvaa
The importance of the new outlet extends beyond the 400 sq. ft. retail footprint.
For Ritvaa, the Thane store provides a physical environment in which the company can test:
- Customer response to SmartGold
- Demand for everyday jewellery
- Preference for traditional versus contemporary designs
- Price-point acceptance
- Store experience and consultation
- Product categories beyond mangalsutras
- Customer feedback on new collections
- Offline-to-online customer journeys
The company can use these customer interactions to understand how its proposition performs in a market with established jewellery habits.
Ritvaa’s Positioning in India’s Changing Jewellery Market
India’s jewellery market has traditionally been dominated by gold, family jewellers and occasion-led purchases.
However, the consumer proposition is becoming more diverse.
Younger consumers are increasingly interested in:
- Contemporary Indian jewellery
- Lightweight designs
- Everyday jewellery
- Personalised styling
- Affordable luxury
- Design-led products
- Jewellery that can be worn across occasions
- Digital discovery and online comparison
Ritvaa’s strategy sits at the intersection of several of these trends.
Its SmartGold proposition addresses accessibility, while its artisanal design language attempts to retain the cultural familiarity associated with Indian jewellery.
The brand’s physical retail strategy then adds the trust and tactile experience that remains important in jewellery purchasing.
The Bigger Retail Opportunity
The Ritvaa Thane launch also reflects a broader development in Indian jewellery retail: new-age brands are increasingly combining traditional cultural cues with contemporary branding, technology and omnichannel retail.
Instead of positioning jewellery only as an investment or wedding purchase, brands are increasingly trying to make it part of everyday lifestyle and self-expression.
Ritvaa’s own positioning — jewellery that is meaningful, culturally rooted and suitable for everyday life — directly addresses this shift.
Its Thane store therefore functions as more than a sales outlet. It becomes a physical expression of the brand’s broader philosophy.
What Comes Next for Ritvaa?
The Thane launch could become an important reference point for Ritvaa as it develops its retail expansion model.
The company already has a Mumbai corporate and manufacturing base, an online storefront, a physical experience centre in Thane and upcoming locations listed for Bengaluru and Chennai.
The next phase will likely depend on how effectively Ritvaa can translate its SmartGold proposition and artisanal design identity into repeatable retail formats across different Indian markets.
If the Thane format succeeds in generating customer adoption, brand awareness and repeat purchases, it can provide Ritvaa with a template for further expansion.
For consumers, meanwhile, the new Gokhale Road store provides another jewellery destination in Thane, combining Indian-inspired craftsmanship, contemporary designs and Ritvaa’s SmartGold proposition under one roof.
About Ritvaa
Ritvaa is a Mumbai-based jewellery brand focused on reinterpreting Indian jewellery traditions through contemporary design and SmartGold technology. The brand describes its jewellery as artisanal, meaningful and designed for modern lifestyles.
The company offers jewellery across mangalsutras, necklaces, malas, bangles, rings, chains, earrings, bracelets, pendants and men’s jewellery.
Ritvaa’s SmartGold proposition uses a company-patented process involving a 50X thick gold-plated finish and 3–5 micron gold layering.
FAQs
Where is the new Ritvaa jewellery store in Thane?
The new Ritvaa store is located at Shop No. 2, Swanand Co-operative Housing Society Ltd., Gopal Krishna Gokhale Marg, opposite ICICI Bank, Naupada, Thane West, Maharashtra 400602.
How large is the new Ritvaa Thane store?
The store covers approximately 400 sq. ft. and has been designed as an intimate jewellery experience centre.
Who inaugurated the Ritvaa Thane store?
The store was inaugurated by actress Amrita Rao. Kishori Shahane, Ankita Prabhu Walawalkar, Rahul Roy and Shiv Thakare also attended the launch.
What is Ritvaa SmartGold?
SmartGold is Ritvaa’s in-house patented jewellery technology. The company says it uses a 50X thick gold-plated finish with 3–5 micron gold layering to create the look and feel of gold at a more accessible price point.
Is Ritvaa jewellery real gold?
Ritvaa distinguishes its SmartGold jewellery from imitation jewellery and says its pieces use certified gold layering. Individual products specify their gold-plating details and materials. Consumers should check the certification, product specifications and applicable terms for each piece before purchasing.
Does Ritvaa offer a gold buyback?
Yes. Ritvaa promotes a lifetime gold buyback proposition, with its website stating that customers can receive the current value of gold subject to applicable terms and conditions.
What jewellery does Ritvaa sell?
Ritvaa sells mangalsutras, necklaces, malas, bangles, kadas, rings, chains, earrings, jhumkas, bracelets, pendants and men’s jewellery.
Is Ritvaa expanding beyond Thane?
Yes. Ritvaa’s store locator currently lists Bengaluru and Chennai as upcoming markets, while the company has indicated that it is evaluating opportunities across Maharashtra and other Indian markets.
Who founded Ritvaa?
Ritvaa identifies Amit Jaain and Hanissh Jaain as its founders and says they have more than 20 years of experience in the gold jewellery industry. The Thane launch coverage also identifies Ankisha Jaain and Mamtaa Jaain as co-founders.