Gehna Jewellers

What Gehna Jewellers does

Gehna Jewellers is a privately held luxury fine jewellery retailer founded in 1986 by Mr. Sunil Datwani and headquartered at a single flagship boutique in Bandra West, Mumbai. The company designs, sources, and sells handcrafted diamond and gold jewelry — primarily set in 18KT and 22KT gold with IGI-certified natural diamonds and BIS-hallmarked gold for purity assurance — across five core categories: diamond earrings, pendants, necklaces, bracelets, and rings. Pieces are priced individually from approximately Rs. 114,500 to Rs. 3,056,000, positioning the brand in the premium/luxury segment of the Indian fine jewelry market.

The business operates a hybrid direct-to-consumer model combining an exclusive physical showroom experience with a Shopify-powered e-commerce storefront (gehnajewellers.com) that ships nationwide within India. Sales are facilitated through WhatsApp consultation, phone support, and in-person visits, and are supported by an OMNI-channel marketing presence on Instagram, Facebook, and YouTube, supplemented by a dedicated "Celebs In Gehna" celebrity-endorsement program. The customer base targets affluent brides, jewelry collectors, and high-profile clients, with celebrity associations functioning as a top-of-funnel brand-building channel.

Gehna's revenue model rests on two streams: discrete one-time retail purchases of finished jewelry, and the proprietary UMANG By Gehna investment scheme — a 12-month commitment program where customers invest a fixed monthly amount for 11 months and receive a bonus in the 12th month (100% of the first installment on diamond jewelry, 75% on gold), effectively converting recurring savings into jewelry purchases. The company is founder-owned (private limited, Gehna Jewellers Pvt Ltd), with no external institutional investors, no disclosed funding rounds, and no headcount figures in the available data.

Name

Gehna Jewellers

Legal name

Gehna Jewellers Pvt Ltd

Website

https://gehnajewellers.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

Gehna Jewellers is a Mumbai-based luxury fine jewelry retailer founded in 1986, selling handcrafted diamond and gold pieces through a flagship Bandra boutique and a Shopify e-commerce site, alongside its UMANG recurring savings scheme targeting affluent brides and collectors.

Ownership category

akta.pro rank

Product category

Fine Jewelry

NAICS

Jewelry Retailers (458310)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Fine Jewelry Retail (Precious Metals & Gemstones) (CRAKAGAA)

akta.pro secondary industries

Bridal & Engagement Jewelry Retail (CRAKAGAC), Diamond Jewelry (CRAKAAAA), Colored Gemstone Jewelry (CRAKAAAB)

Keywords

• Fine jewelry retail
• Diamond jewelry
• Luxury jewelry
• Gold jewelry
• Bridal jewelry

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Fine Jewelry Retail Sales: Gehna Jewellers generates revenue through direct retail sales of luxury diamond and gold jewelry. Products are sold at fixed prices displayed on the e-commerce platform, with items ranging from approximately Rs. 114,500 to Rs. 3,056,000. The company operates on a one-time purchase model where customers buy finished jewelry pieces directly.
2. UMANG Investment Scheme: A proprietary monthly savings program where customers invest a fixed amount for 11 months and receive a bonus in the 12th month (100% of first installment on diamond jewellery, 75% on gold jewellery). This program drives customer commitment and recurring engagement, ultimately converting savings into jewelry purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Gehna Jewellers designs, crafts, and retails luxury handcrafted diamond and gold jewelry through a flagship boutique in Bandra West, Mumbai, and a direct-to-consumer Shopify e-commerce store. Their product portfolio spans diamond earrings, pendants, necklaces, bracelets, and rings, all crafted in 18KT, 22KT, or 14KT gold with IGI-certified natural diamonds and BIS-hallmarked gold. The company also operates the UMANG investment scheme, a proprietary monthly savings program that converts customer deposits into jewelry purchases with bonus incentives over a 12-month cycle.

Product overview

Gehna Jewellers is a luxury fine jewellery brand founded in 1986, offering a diverse portfolio of handcrafted diamond and gold jewellery. Their core product line spans five main categories: Diamond Earrings (including studs, danglers, drop earrings, jhumkas, and crescent designs), Diamond Pendants (featuring emeralds, sapphires, and colored stones), Necklaces (including statement collars and multi-strand chokers), Diamond Bracelets (cuffs and mesh designs), and Diamond Rings (various cuts including marquise, round, princess, and emerald cuts). The company also offers UMANG By Gehna, an investment scheme allowing customers to save towards jewellery purchases. All pieces are crafted in 18KT or 22KT gold and feature natural IGI-certified diamonds, with BIS-hallmarked gold ensuring purity. Notable collections include The Modern Maharani, The Heiress, The Cascade of Envy, and Honeycomb Glow series. The company operates from a flagship boutique in Bandra, Mumbai, and serves customers through both online and physical retail channels.

Differentiator

Problem solved

Functional benefit

Brands

• UMANG By Gehna: An investment scheme by Gehna that allows customers to invest a fixed amount monthly for 11 months and receive a bonus (100% of first installment on diamond jewellery or 75% on gold jewellery) in the 12th month to purchase jewellery.

Products and services

• Diamond Earrings Diamond earrings in various styles including studs, danglers, drop earrings, jhumkas, and crescent designs, crafted in 18KT and 22KT gold, targeting customers seeking luxury fine jewelry for everyday wear, weddings, and special occasions.
• Diamond Pendants Diamond pendants featuring various gemstone centers including emeralds, sapphires, and colored stones set in 14KT and 18KT gold, designed for customers seeking statement fine jewelry.
• Necklaces Statement necklaces and collars including chokers, multi-strand designs, and statement pieces featuring diamonds, emeralds, and pearls, targeting customers seeking luxury fine jewelry for weddings and galas.
• Diamond Bracelets Diamond bracelets and cuffs featuring various designs including mesh cuffs, cluster bracelets, and vine-style bracelets, designed for customers seeking distinctive fine jewelry pieces.
• Diamond Rings Diamond rings featuring various cuts including marquise, round, princess, emerald, and fancy cuts, set in 18KT gold with colored stone centers, targeting customers seeking fine jewelry for occasions and collection.
• UMANG By Gehna (Investment Scheme) A proprietary monthly savings program where customers invest a fixed amount for 11 months and receive a bonus in the 12th month (100% of first installment on diamond jewellery, 75% on gold jewellery), to be redeemed against jewellery purchases. Targeted at customers planning weddings, milestone celebrations, or large future jewellery purchases.

Quantifiable outcome

• 100% exchange of invoice value for diamond or uncut jewelry within 7 days of delivery
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• BlueStone: Digital-native Indian fine jewelry retailer offering diamond and gold jewelry with pan-India delivery. Competes with Gehna's online assortment for digitally savvy, occasion-driven buyers.
• CaratLane (Titan): Online-first fine jewelry brand owned by Titan, targeting younger and digitally native Indian consumers. Competes with Gehna's e-commerce channel in everyday and occasion-wear fine jewelry.

Direct peers

• Joyalukkas: Global Indian fine jewelry chain with showrooms across India, the Middle East, and beyond. Competes directly with Gehna in diamond, gold, and bridal jewelry, with a similar mid-premium positioning and celebrity-driven brand identity.
• PC Jeweller: Listed Indian fine jewelry retailer specializing in diamond and gold jewelry. Competes with Gehna in bridal and occasion jewelry, with a stronger online and value-segment tilt.
• Orra Fine Jewellery: India-focused fine jewelry chain with a strong diamond and platinum assortment. Competes with Gehna in the premium diamond and bridal categories across major Indian cities.
• Tanishq (Titan Company): Titan's flagship jewelry brand and India's largest organized fine jewelry retailer. Directly competes with Gehna across diamond, gold, and bridal jewelry, with a vastly larger store network and broader assortment but lower boutique-luxury exclusivity.
• Hazoorilal Legacy: Delhi-based heritage fine jeweler with a similar boutique-luxury and bridal focus as Gehna. Closely comparable in craftsmanship-led positioning and high-net-worth customer targeting.
• Tribhovandas Bhimji Zaveri (TBZ): Heritage Indian fine jeweler founded in 1864, with a comparable legacy-and-luxury positioning to Gehna. Directly comparable in bridal, diamond, and gold jewelry for the premium Indian consumer.
• Kalyan Jewellers: Pan-India fine jewelry retailer with a strong bridal focus and a growing presence in diamond jewelry. Competes with Gehna in the mid-to-premium bridal segment across India and the Middle East.
• Malabar Gold & Diamonds: Major Indian fine jewelry chain with significant presence in diamond, gold, and bridal categories. Competes with Gehna for bridal and high-value occasion purchases, with stronger geographic reach and aggressive value-pricing positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@gehnajewelers
• Facebookfacebook.com/gehnajewellers
• Instagraminstagram.com/gehnajewellers1
• Xx.com/gehnajewellers1
• LinkedInlinkedin.com/company/gehna-jewellers-pvt-ltd

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gehna Jewellers