Jewellery retailer Tribe Amrapali is planning to open 8-10 new stores this year, with a strong focus on airport locations, as it doubles down on offline retail to tap rising demand for silver and fashion jewellery amid soaring gold prices.
The company, which currently operates 39 Tribe Amrapali stores and 15 Amrapali outlets across the country, is also expanding its manufacturing capabilities. It now produces more than 200,000 pieces every month, with capacity available to scale output by another 50 per cent, while working with nearly 1,600 artisans across its brands.
“We are looking at adding another 8-10 stores this year and focusing a lot on airport stores,” Tarang Arora, CEO and Creative Director at Amrapali Jewels, told .
Unlike many consumer brands chasing online growth, Tribe Amrapali is prioritising physical retail, arguing that handcrafted jewellery requires an in-person shopping experience before customers become repeat buyers online.
“Offline growth is more important than online growth because the touch and feel the client gets for our product offline first is better than the internet. Once they’ve shopped with us offline, that’s when they move online and become a client,” Arora said.
Airport locations have emerged as a key growth engine for the brand. According to Arora, nearly half of Tribe Amrapali’s offline business comes from airport stores, where extended operating hours and higher passenger traffic offer greater visibility than traditional mall-based outlets.
“Around 50 per cent of our business is from airport stores. The visibility is much higher there because the footfall is significantly higher than a mall store,” he said.
The retailer is also betting on a structural shift in consumer preferences as elevated gold prices push buyers towards silver jewellery and affordable fashion accessories.
“We see the future moving from gold to silver. The client of gold is eventually going to move to silver because it is a category which is exploding. Gold is also becoming more and more unaffordable,” Arora said.
He expects the transition to reshape India’s jewellery market over the next decade.
“Gold is going to eventually become unaffordable. Silver is going to take gold’s place, while fashion jewellery will take silver’s spot,” he said, adding that consumers are beginning to view silver as a category with greater long-term value rather than merely an affordable alternative.
Beyond jewellery, the company is also expanding its lifestyle portfolio through Tribe Home, an extension of Tribe Amrapali offering home accessories, paintings and decorative objects. The business is aimed at existing customers looking for gifting and home décor options, complementing the company’s handcrafted design-led positioning.
With manufacturing expanding, a wider retail footprint and a growing preference for silver jewellery, Tribe Amrapali is positioning itself to benefit from changing consumer spending patterns while continuing to invest in domestic production and artisan-led craftsmanship.