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Zen Diamond India has appointed Rushina Shah as Vice President – Business Development, reinforcing its commitment to rapid retail expansion in one of the world’s fastest-growing diamond jewellery markets. In her new role, Shah will oversee Retail Expansion, Franchisee Development and Retail Design & Projects as the Istanbul-founded, 1890-heritage diamond jewellery brand accelerates its growth plans in India following its market entry in 2024.
The appointment comes at a pivotal stage for Zen Diamond, which operates more than 450 stores across 22 countries. In April 2026, the brand inaugurated its seventh outlet in India at Hyderabad’s Lake Shore Mall, adding to its existing presence in Mumbai, Chandigarh, and Bengaluru.
Zen Diamond’s Managing Director, Neil Sonawala, has outlined an ambitious roadmap to establish 100 stores across India by 2030. The company plans to finance its first 10–15 stores through internal accruals while exploring franchise-led and alternative funding models for wider expansion. To support this growth, Zen Diamond has already invested ₹100 crore in the country and established a manufacturing facility in Mumbai with an annual production capacity of five lakh jewellery pieces.
Shah’s experience aligns closely with the company’s growth strategy. Having spent over five years at BlueStone as Head of Business Development and most recently working with Limelight Lab Grown Diamonds, she brings extensive expertise in omnichannel retail expansion and franchise development. At Zen Diamond, she will focus on strengthening the brand’s presence across key markets while enhancing customer experiences in line with the company’s global retail standards.
Zen Diamond is positioning itself in the “everyday luxury” segment, combining European-inspired design with accessible premium offerings. Its stores feature contemporary interiors marked by neutral grey tones and upscale finishes, showcasing collections that include natural diamond jewellery, platinum jewellery for men, 18K gold jewellery, watches, perfumes and writing instruments.
With product prices starting at ₹16,000 and an average ticket size of approximately ₹1.5 lakh, the brand is targeting aspirational urban consumers seeking premium yet attainable luxury.
To strengthen its credibility and global appeal, Zen Diamond has partnered with the Natural Diamond Council and appointed Jennifer Lopez as its global brand ambassador. The company is also preparing to launch its e-commerce platform while expanding its reach through shop-in-shop collaborations with Bernier outlets.
India has emerged as the world’s second-largest diamond market after the United States, with branded diamond jewellery accounting for over 40 percent of sales in Tier I cities. Demand is also accelerating across Tier II markets, driven by younger consumers and rising aspirations. The country’s diamond jewellery market surpassed $8.7 billion in early 2025 and is expected to grow at a CAGR of more than 9 percent through 2030.
With Shah now leading retail design and franchise development initiatives, the company is placing significant emphasis on experience-led stores as it seeks to strengthen its position against unorganised players and capture a larger share of the organised jewellery market.
Having established six operational stores and a strong foothold in Hyderabad, Zen Diamond plans to open five additional outlets in the city over the next two to three years. As the Indian diamond jewellery market gains momentum following recent tariff reductions, the company believes its retail and franchise expansion strategy will be instrumental in achieving its long-term goal of a 100-store network across the country.
