Amritsar-based Khurana Jewellery House (KJH) has entered a new phase of growth with the launch of The Silver Story by KJH, a dedicated silver jewellery and gifting concept store that coincides with the company's 75th anniversary celebrations.
Inaugurated on May 24th, 2026, The Silver Story has been conceived as a standalone destination for silver jewellery, gifting articles, accessories and lifestyle products. The launch reflects a broader shift in consumer preferences towards silver as a category that combines design, affordability and versatility.
Responding to a Growing Market
According to Prerna Khurana, the Director of Khurana Jewellery House, the decision to launch a dedicated silver retail format was driven by evolving consumer behaviour and growing demand from younger customers. "Over the last few years, we have seen silver become increasingly popular, especially among younger buyers. At the same time, rising gold prices have made people more conscious about what they spend, whether for themselves or for gifting. The Silver Story was born from this shift," Khurana says.
She added that the company wanted to create a dedicated platform offering silver jewellery and gifting solutions that are "stylish, accessible and backed by the trust of an established jewellery house."
Accessible Luxury Drives Demand
Industry-wide, silver has emerged as one of the fastest-growing segments within the jewellery market, supported by changing lifestyles, increasing self-purchase trends and a growing appetite for affordable luxury.
Khurana believes the category has evolved significantly beyond traditional purchases. "What was once seen as an occasional purchase has now become part of everyday style, gifting and self-expression. Consumers are looking for products that combine design, value and quality," she said. For established jewellers, the trend presents an opportunity to leverage brand trust and craftsmanship in a rapidly expanding segment.
Designed for a Diverse Consumer Base
The Silver Story has been positioned to serve a broad customer demographic, including young professionals, first-time jewellery buyers, gifting customers and wedding shoppers. "Our audience is quite diverse. This has inspired us to create collections that are contemporary, versatile and easy to wear. Our pricing reflects our belief in accessible luxury," said Khurana. Alongside jewellery, the store also houses curated silver gifting collections and lifestyle products, reinforcing its positioning as a one-stop destination for gifting occasions and personal purchases.
Celebrating a 75-Year Legacy
The launch event was attended by several dignitaries, including government officials and civic leaders from Punjab. A key highlight of the occasion was the unveiling of a commemorative coffee table book chronicling KJH's 75-year journey and celebrating the relationships and milestones that have shaped the brand's legacy.
Looking ahead, Khurana sees silver playing an increasingly important role in the company's growth strategy. "We see silver as an important part of our growth journey going forward. Our vision is for The Silver Story to grow into a destination for silver jewellery, gifting and lifestyle products, with a continued focus on design, quality and innovation," she said.