Aamir Khan and Ranbir Kapoor back QWEEN in ₹1,000-crore luxury jewellery bet

BANGALORE: Bollywood heavyweights Aamir Khan and Ranbir Kapoor have invested in QWEEN, a new experiential luxury jewellery brand positioning itself as India’s first self-discovery-led fine jewellery label, set to launch in February 2026.

The actors’ participation follows a ₹1,000 crore strategic investment by Rosy Blue and Kashikey Co. Ltd., giving the fledgling brand deep financial backing and formidable supply-chain muscle. Kashikey, the century-old Japanese luxury jeweller, supported QWEEN at inception, while Rosy Blue, with six decades of global sourcing expertise, has come on board as a long-term partner.

QWEEN plans to open large-format experiential stores spanning 5,000 to 6,000 sq ft, with its first outlets slated for Bangalore and Delhi. The brand is pitching a less intimidating, more invitational approach to fine jewellery, centred on 100 per cent natural diamonds and gemstones, ethical craftsmanship and purpose-led design aimed squarely at contemporary Indian women.

“I’ve always believed in supporting ideas that are rooted in authenticity and long-term thinking. QWEEN stood out to me as a brand that’s not only building beautiful jewellery but doing it mindfully with respect for people, processes, and purpose. I’m happy to be a part of a journey that is both creative and conscious,” said Aamir Khan.

Ranbir Kapoor framed his association with the brand as personal as much as commercial. “This isn’t just a jewellery brand, it’s a movement that celebrates a woman’s right to be seen, heard, and celebrated on her own terms,” he said, describing QWEEN as bold, fierce, real and precious, and sharply distinct from legacy-driven jewellery traditions.

At the heart of the proposition is scale with scarcity. QWEEN plans to roll out more than 20 collections and over 3,000 SKUs across gold, silver, natural diamonds and gemstones, including seven colours of gold and seven shades of natural diamonds, designed for everyday wear as well as occasion-led purchases.

“QWEEN was built on a simple belief: jewellery should invite self-discovery, not intimidation,” said Amit Kumar, CEO & Founder, QWEEN. “The trust Aamir Khan and Ranbir Kapoor have placed in our brand reinforces our conviction that this is a culturally relevant, long-term opportunity, one that puts women at the centre of the jewellery shopping experience.”

In a market increasingly crowded with mass-produced, FMCG-style jewellery, QWEEN is making a deliberate play for the opposite end of the spectrum, betting that authenticity, experience and all-natural provenance still carry weight. With celebrity capital, global suppliers and a premium retail vision, the brand is entering the arena loudly. Whether it reshapes the category will now be decided on the shop floor.