Heer by GIVA, the premium sub-brand of Indian jewellery retailer GIVA, has launched its inaugural offline store at the Mall of Asia in Bengaluru. The opening marks a strategic move by the company to establish a physical footprint for its specialised 14k and 18k gold collections featuring lab-grown diamonds. The launch event featured a poetry-themed evening titled “Alfaaz-e-Heer,” intended to align the brand with contemporary cultural expressions.
Retail Expansion and Consumer Engagement
According to JewelBuzz, the new Bengaluru boutique is designed to provide a personalised shopping experience for customers seeking minimalist and modern gold jewellery.
The “Alfaaz-e-Heer” event included performances by poet Priya Malik and other spoken-word artists, highlighting the brand’s focus on storytelling and emotional connection with its target demographic. This flagship location serves as the primary physical touchpoint for the Heer collection, which was previously available primarily through digital channels.
Product Strategy and Material Focus
The Heer collection differentiates itself within the wider GIVA portfolio by focusing on high-purity gold and ethical lab-grown diamonds. While GIVA’s core business initially focused on silver jewellery, the introduction of the Heer brand represents an upward move into the fine jewellery segment.
The store showcases a range of necklaces, rings, and earrings designed for daily wear and professional environments, catering to the aesthetic preferences of modern Indian women.
Corporate Growth and Funding Background
GIVA has maintained a consistent growth trajectory since its inception in 2019. In July 2023, the company secured approximately ₹270 crore ($35 million) in a Series B funding round led by Premji Invest. This capital infusion was allocated for expanding the brand’s presence across India and enhancing its product offerings in the gold and diamond categories.
As of early 2024, GIVA operated over 100 physical stores across India, with objectives to increase this number to compete with established players in the omnichannel jewellery space. The launch of the Heer boutique is part of a broader industry trend where digital-first brands are adopting physical retail strategies to build consumer trust and allow for direct product interaction.
