QWEEN Partners with Global Design Studio Dalziel & Pow to Redefine Jewellery Retail in India
QWEEN Partners with Dalziel & Pow to Reimagine Jewellery Retail in India
QWEEN, India’s first self-discovery, 100% natural experiential luxury jewellery brand, has partnered with London-based design and strategy studio Dalziel & Pow to develop its upcoming retail stores in Bengaluru and Delhi.
Known for creating future-focused experiential retail formats, Dalziel & Pow has been appointed to conceptualise and design QWEEN’s new stores, marking a significant step in the brand’s ambition to move beyond conventional, transactional jewellery retail. The partnership aims to create more inviting and immersive spaces that reduce the intimidation often associated with jewellery shopping and encourage consumers to explore, discover and make choices without pressure or judgement.
Rather than designing retail environments around purely functional requirements, Dalziel & Pow focuses on creating consumer-led experiences that respond to how people shop, interact and engage with brands. Its global portfolio spans retail, fashion, lifestyle, technology, telecommunications, food and beverage, and culture, with work for brands including Primark, Lululemon, Adidas, Google, EE, O2, Johnnie Walker, Guinness, Twinings, Molton Brown and RW&CO.
For QWEEN, the studio will translate the brand’s philosophy of creating an invitational, experiential environment where women remain in control of their shopping journey. Spanning approximately 5,000–6,000 sq. ft., the stores are being designed as spaces for exploration and self-expression rather than simply points of purchase, with an emphasis on feminine confidence, curiosity and discovery.
“The jewellery industry, while celebrated, had settled into a comfortable predictability and remained stuck behind glass counters. And we wanted to change that,” said Amit Kumar, CEO and Co-Founder, QWEEN. “We were deliberate in taking the time to find a partner who could truly do justice to QWEEN’s ambition. With Dalziel & Pow, there was immediate conviction: our shared belief in how space can shape behaviour, emotion and choice. Together, we are building discovery-led retail environments that prioritise self-discovery, individuality and confidence, allowing women to engage with jewellery as a form of self-expression, rather than occasion.”
The stores will showcase QWEEN’s portfolio of more than 3,000 SKUs across 20-plus collections, featuring jewellery crafted with 100% natural gemstones and diamonds. The retail experience will be structured to encourage customers to explore jewellery by mood and personal preference, rather than limiting the experience to traditional categories such as metal or occasion.
“At Dalziel & Pow, our mission is to rethink categories that have stopped evolving,” said Tim Gravelling, Creative Director, Dalziel & Pow. “What drew us to QWEEN was the brand’s clarity of purpose and cultural relevance. They wanted to change how the jewellery retail culture was built around intimidation, occasion and inherited rules rather than personal choice. That clarity allowed us to reframe the category around how women actually want to explore, decide and engage today. The result is a retail format that treats jewellery as an extension of identity, not a mere marker of occasion.”
To execute the retail concept in India, QWEEN has partnered with Four Dimensions, an Indian retail design and execution consultancy. Four Dimensions will work alongside Dalziel & Pow to translate the global design vision for the Indian market, with a focus on seamless execution, contextual relevance and operational efficiency.
“QWEEN signals the rise of a new kind of Indian luxury brand, one that is purpose-driven, culturally attuned and built around meaningful experiences,” said Shyam Sunder K, Co-founder and Managing Director, Four Dimensions. “Our mandate is to bring Dalziel & Pow’s global design vision to life through immersive, meticulously crafted retail environments tailored for the Indian market. This collaboration is rooted in precision, craftsmanship and scalable execution, ensuring that every design choice creates measurable impact for both the brand and its consumers.”
The partnership reflects QWEEN’s broader focus on combining global design and experiential retail standards with the evolving preferences and aspirations of modern Indian consumers. The first experiential stores developed through the collaboration are scheduled to open in Bengaluru and Delhi in March 2026.
https://www.qween.com/
https://www.qween.com/
