Jewelry Brand Rose Transcends into Folklore with their New Experiential Store

While luxury, in general, evokes emotions of aspiration and desire, luxury jewelry is usually at the pinnacle of desire. But while the stones and metal do prompt enough awe, global luxury jewelry brands have also crafted experiences for their discerning consumers. Whether its Cartier with its impeccable, royal-style service, or Tiffany & Co. with the expansive Landmark store in New York, jewelry brands have created an entire universe, a folklore, around them.

House of Rose’s new experiential store in the heart of Mumbai is a splendid testament to this.

Rose – a well-known Indian jewelry brand that also retails international brands – has entered a new era with ‘The House of Rose’, a flagship experiential destination in the historic Ballard Estate of Mumbai. This unique space seamlessly combines contemporary design with heritage architecture, reflecting the brand’s journey while resonating with modern sensibilities.

The brand’s Managing Director and Creative Head, Biren Vaidya, has spearheaded Rose’s evolution through three remarkable reinventions, ensuring its continued relevance in a dynamic market. His ability to seamlessly blend classic sophistication with avant-garde creativity and design aesthetics from both the East and West creates a unique melange that resonates with contemporary sensibilities.

Experimentation, redefinition

The brand was first founded in 1981 by Purnima Sheth as a small, family-operated business in Mumbai’s Opera House, catering only to close friends and family. Rose pivoted when her younger brother Biren Vaidya joined the business.

Mr. Vaidya says, “I’ve been in the luxury business for more than four decades. And every two decades the brand has to reinvent itself to stay relevant. In the first two decades, it was all about value, relation, and trust. Then it became aspiration, value, relation, and trust. And now it is the experience. And through all this, there’s one thing I realized…When my parents came, they wanted the experience where they felt they were getting value. The next generation thought they were getting aspirations. And this generation said, okay, product is one thing, but I want an experience. All these three generations, eventually, wanted an experience.”

Rose, indubitably, is one of the earliest Indian brands to create experiential retail on such a scale. From its inception, Rose has been guided by the visionary leadership of Mr. Vaidya, who recognized the unparalleled value of Indian craftsmanship. His dedication to mastering and preserving these rich traditions has been instrumental in creating Rose’s distinctive identity.

“I dream stuff and I make my own story.”

When asked about whether he enjoys retailing or creating, he says, “I’m the managing director of the group but I always enjoy the part of being the creative head. And I tell my children I’m happy to give up everything else. But the creative part will always be there. And if you don’t want it, I will do something else. But I will be creative because creativity is not restricted from where I learned. My mentor taught me it’s not restricted to any category and field or it doesn’t have any boundaries. I dream stuff and I make my own story. I can be left completely alone in a room for days and I could be dreaming about things and putting down things and sketching things. So I never get bored.”

Mr. Vaidya’s creativity has resulted in a history of sourcing massive gemstones, and placing them in such finely crafted settings, that the resulting jewelry turns out to be larger-than-life. The Empress of Rose is still seared in our memory.

An immersive retail journey

This time, however, it’s something as mundane as real estate that Mr. Vaidya has turned his vision to. And, true to his history, it’s magnificent. Rose’s new flagship retail space, nestled in Mumbai’s architecturally-rich Ballard Estate, spans across a massive 21,000 sq.ft. The store has carefully curated spaces across two floors, presenting a unique blend of fine jewelry, world-class artistry, and bespoke experiences.

The journey begins from the Outdoor Museum, a one-of-a-kind installation featuring nine 7.5 x 7.5-foot arched display windows elevated four feet above the road. Each window showcases bespoke three-dimensional art installations created by contemporary Indian artists, inspired by the DNA of iconic luxury brands housed in the store.

This innovative concept bridges the worlds of luxury and art, creating an aspirational experience for connoisseurs and passersby alike. The Centre Stage, or the ground floor experience of the store takes the connoisseurs through different brand installations. From Bulgari, Blancpain, and TAG Heuer to Chopard, Omega, and Franck Muller, the Centre Stage is a unique brand-centric experience.

Customers can also see the artisanal collections of Rose – from the minimal, and wearable to elaborate and regal. Observing consumer trends, Mr. Vaidya says, “In jewelry, particularly, you have one side that is very, very conscious of the gems. You want to get fabulous quality gems, very simplistic work. And on the other side, the same customer, for a wedding, may want to wear something a little more loud and more vibrant. Not having that same kind of cost. They’re both in the same atmosphere. But one is a little more opulent, and the other, a little more silent. But both work in the same environment, you know. And for the same taste.”

Rose’s strong belief in transparency is reflected in the Gem Lab Experience, where clients can explore the unique qualities, grading, and certifications of solitaires and rare gems.

Mr. Vaidya acknowledges that the luxury consumer is “never loyal to anyone but himself”. And rightly so. He mentions how the world-trodden customer is seeking more from their jewelry, looking towards rare semi-precious stones. Catering to that demand, Rose has been working with Paraiba recently.

Their limited edition watches, created collaboratively with international brands like Bulgari, Chopard, and Versace, have also been displayed. “Swiss watches have branded themselves so well that they bring value. So if I were to make a 10 to 15 lakh rupee watch of Rose, even if it was made in Switzerland, and there was a watch from a Swiss brand, the customer would rather spend that 10 lakh rupees on a Bulgari or a Cartier or a Chopard than spend it on a Rose. Hence these collaborations,” Mr. Vaidya explains.

Going beyond retail

Mr. Vaidya’s vision has always been creating something extraordinary for their clientele, sometimes even going beyond just jewelry. He shared how Rose has delved into diverse categories, ranging from shawls and mufflers to bone china crockery, paving the way for the next generation to make Rose a 360^o luxury lifestyle brand. And the first floor of the store, or the Mezz as it is called, is a clear reflection of this thought.

The Mezz is a luxurious and interactive space with varied sections dedicated to different purposes. For their bar, Rose has collaborated with the bespoke Italian furniture brand SICIS for a tropical-themed leopard mosaic wall. Called the SICIS experience, it exudes sophistication, offering a curated setting for elegant gatherings. The King’s Table Experience is an elaborate gold-plated table where regality comes to life. It is designed for grand celebrations and offers an unmatched setting for the clientele.

The Therapy Room is a curated luxury retail space offering a selection of exceptional gifts across various categories, and a private dining room for intimate gatherings. The Ideation Table Experience is a way for clients to collaborate with designers to bring their bespoke visions to life. From sketches to final designs, this space is dedicated to personalized creations and meaningful conversations.

There is even a corner at the store, inspired by the Hanging Gardens of Babylon, distinguished by the dangling butterfly lights, a spiral staircase that goes up to the first floor, and a Bonsai tree.

Rose’s strong belief in transparency is reflected in the Gem Lab Experience, where clients can explore the unique qualities, grading, and certifications of solitaires and rare gems. This scientific yet aspirational journey is enhanced by state-of-the-art technology and expert guidance.

The most unique section, however, is the Treasure Chest Experience, a private experience that offers a bespoke unveiling of high-jewelry masterpieces. Each piece is presented with a detailed story, certification, and an audio-visual journey that enhances the emotional and artistic value of the jewelry. The Treasures collection comprises Rose’s extraordinary creations made from the most superlative quality gemstones from around the world. Meant only for the most discerning individuals, the Treasure Chest Experience is Rose’s best-kept secret.

The future for Rose

 When asked about future expansions and opportunities, Mr. Vaidya says, “We’ve been in the Middle East for over 25 years. We go to all the shows. Whether it’s Kuwait, Bahrain, Qatar, Dubai, Saudi – except Oman and Yemen. But are we going to be there with stores? We are a small, debt-free, conservative organization. We are earning in rupees, so, we think 10 times before spending in dollars. We also plan to do private shows over there and also in India – we are creating a separate vertical for that. I believe that just like international brands, we would want to do shop-in-shop for our fine jewelry.”

This new flagship store is not only a testament to Rose’s craftsmanship, but also to its 44-year-long history, while also committing to the future. The brand is one of the few that has been perfectly able to create a balance between Indian values and international standards. From international collaborations to now creating a retail experience, Rose’s journey has been nothing short of special.