beYon Expands North India Presence with Second Store in Noida

Located at Central 50, Sector 50, Noida, the new store expands beYon's physical retail presence beyond Mumbai, alongside its e-commerce platform.

The Noida outlet features more than 1,200 jewellery designs in BIS Hallmarked gold, including earrings, rings, pendants, necklaces, bracelets, bangles and nosepins. The collection spans diamond cuts such as marquise, pear, emerald, radiant, oval, princess and cushion, as well as classic solitaires.

Prices start at Rs 20,000, with a majority of the pieces priced below Rs 1 lakh, positioning the brand within the contemporary and accessible luxury jewellery segment.

The store has been designed around an open-browsing format with a coffee lounge, creating a more relaxed and informal jewellery-shopping experience. Its interiors feature a distinctive red ribbon motif, which the brand describes as reflecting the asymmetrical facets of its identity.

Commenting on the launch, Shyamala Ramanan, Business Head, beYon, said Noida marks an important milestone in the brand's expansion journey and reflects the growing appetite for contemporary jewellery across India.

The brand sees lab-grown diamonds as a distinct design category rather than a substitute for natural diamonds and plans to further expand its retail network across metropolitan as well as emerging urban markets in India.