QWEEN Partners with London Design Firm Dalziel & Pow for Experiential…

Sarah J · 2026-02-02T16:40:57.000Z

International jewellery brand QWEEN has announced a strategic partnership with Dalziel & Pow, a London-based design and retail strategy firm, to develop immersive retail formats for the brand’s first stores in India. This collaboration marks a new phase in experiential jewellery retail in the Indian market, where consumer expectations are rapidly evolving beyond traditional showroom formats. Under the partnership, Dalziel & Pow will create the physical store layouts and customer experience journey for QWEEN’s debut outlets in Bangalore and Delhi, scheduled to open in March 2026. Each store will be sizeable approximately 5,000 to 6,000 square feet and designed to provide a modern, engaging environment that departs from conventional “glass-counter” retail formats. According to QWEEN’s leadership, the goal is to reshape how jewellery is presented and experienced. Traditional jewellery retail in India has often been associated with formal, occasion-driven purchases and historically predictable showroom layouts. QWEEN is aiming for a more personalised, choice-driven and interactive store environment that resonates with contemporary consumer preferences, where discovery, design narrative and in-store engagement play a central role. Dalziel & Pow’s involvement its first project in India’s jewellery retail segment signals a trend toward international design standards and experiential retail strategies in Indian luxury markets. Tim Gravelling of Dalziel & Pow noted that QWEEN wants to challenge industry conventions and build spaces where customers can explore jewellery in a more open and immersive context, enhancing the brand-to-consumer connection. The retail experience will showcase more than 3,000 stock-keeping units (SKUs) from over 20 curated collections, all featuring 100 % natural gemstones and diamonds. Products will be grouped by customer mood and stylistic experience, rather than by metal type a consumer-centric merchandising approach that has gained traction in global luxury retail. To execute the design plans locally, QWEEN has appointed Four Dimensions, an Indian retail design and execution firm, to translate Dalziel & Pow’s global concepts into operational environments suited to Indian audiences and market dynamics. India’s jewellery retail landscape is undergoing a notable transformation, driven by rising disposable incomes, evolving tastes toward diamonds and fine jewellery, and greater demand for interactive, lifestyle-driven retail experiences. According to industry sources, the Indian diamond jewellery market has shown strong demand beyond traditional wedding cycles, with customised and fashion-forward pieces gaining traction among younger buyers.

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QWEEN Partners with London Design Firm Dalziel & Pow for Experiential… | SEINET