Mouni Roy inaugurates Vrindavan Yojana outlet as the jewellery brand expands its retail network to 20 operational stores
Lucknow: Aisshpra Gems & Jewels has opened its third showroom in Lucknow at Vrindavan Yojana, strengthening its presence in the Uttar Pradesh capital. Actress Mouni Roy inaugurated the new outlet as part of the brand’s expansion drive, which also saw new showrooms launched in Bahraich, Mirzapur and Bettiah in Bihar on the same day.
With these four openings, the brand’s operational store count has increased from 16 to 20. Construction is underway at three additional locations, while the company aims to operate 30 stores nationwide by March 2028. The Bettiah showroom also marks the brand’s entry into Bihar.
Founded in Gorakhpur in 1940, Aisshpra Gems & Jewels has built its business around jewellery craftsmanship, quality and customer trust. The inauguration was attended by company director Atul Saraf and Lucknow franchise owner Harihar Singh.
The new showroom offers a wide selection of gold, diamond and silver jewellery, including traditional, bridal and contemporary designs. It also features a dedicated store-in-store section for the brand’s lifestyle jewellery label, Jewel Story. The collection caters to teenagers, young adults and customers up to around 40 years of age, with lightweight, contemporary and everyday-wear jewellery in 9- to 22-carat purity options.
Speaking at the launch, Mouni Roy said jewellery represents a blend of Indian tradition and personal style. She described her association with a heritage brand such as Aisshpra Gems & Jewels as a special experience and said the new showroom would offer customers a mix of traditional elegance and modern designs.
Atul Saraf said customer trust had remained the company’s greatest asset since 1940. He described the third Lucknow showroom as an important milestone in the brand’s growth and emphasised its commitment to quality, transparency and a dependable shopping experience.
Harihar Singh said the franchise was proud to be associated with the brand and would focus on providing Lucknow customers with a range of traditional, bridal and contemporary jewellery.
To mark the opening, the company has announced special customer offers, including discounts of up to 30% on making charges for gold jewellery and on diamond prices, subject to applicable terms and conditions.
The brand says its business philosophy is built on trust, integrity and ethics, with its jewellery collections and Jewel Story label seeking to bring together traditional craftsmanship and contemporary lifestyles.
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