Startup Originals Team
Aevum, a new jewellery brand from Arjun Jewellers Limited, has entered Gujarat’s jewellery market with its first stores in Rajkot and Morbi. The brand is focused on natural diamonds, platinum and contemporary jewellery designed for everyday as well as occasion-based wear.
The launch marks Arjun Jewellers’ move to build a dedicated brand around modern jewellery preferences. Aevum is targeting consumers looking for lightweight, versatile and fashion-oriented pieces rather than jewellery restricted to weddings and major celebrations.
The brand’s entry comes as jewellery retailers increasingly explore contemporary designs and new consumer segments, particularly younger buyers seeking pieces that can fit into everyday lifestyles.
What Happened?
Aevum has opened its first two stores in Rajkot and Morbi, Gujarat, positioning itself around natural diamonds, platinum and modern jewellery designs. The brand is a group company of Arjun Jewellers Limited, a Rajkot-based jewellery retailer with a presence across the Saurashtra region.
Aevum Founder Manish Ghadiya said the brand plans to use Rajkot and Morbi as the starting point for a larger retail expansion. The company has set a target of reaching 11 stores by 2027.
The launch event was attended by Pallavi Sharma, Deputy Country Manager – India & Middle East at Platinum Guild International, and Jitesh Nair, Trade Manager, India at De Beers Group. Their presence highlights Aevum’s positioning in the natural diamond and platinum jewellery categories.
Key Details
Aevum is built around the idea of making diamond and platinum jewellery more suitable for regular use. Its collections feature clean silhouettes, contemporary forms and lightweight designs aimed at consumers who want jewellery that can work across different occasions.
The brand is also attempting to move away from the traditional idea that diamond jewellery is mainly purchased for weddings, anniversaries and other major events. Instead, Aevum is positioning its products for customers who want jewellery that can become part of their everyday style.
The launch in Rajkot and Morbi gives the brand an initial base in Saurashtra. Both cities are important commercial centres in Gujarat, while Rajkot is also the home market of parent company Arjun Jewellers.
Aevum’s expansion plans are significant for a newly launched retail brand. The company intends to grow from its initial two stores to 11 outlets by 2027, indicating that the brand is being developed as a separate retail proposition rather than simply another collection under the Arjun Jewellers name.
Why Aevum’s Launch Matters
The launch reflects a broader shift in jewellery retail, where consumers are increasingly looking for designs that combine traditional precious materials with modern styling.
Natural diamonds and platinum remain important categories in premium jewellery, but brands are also attempting to make these products relevant to younger and more fashion-conscious consumers.
Aevum’s focus on lightweight and versatile jewellery addresses this changing preference. Instead of concentrating only on high-value occasion purchases, the brand is attempting to create products that consumers can wear across work, social occasions and everyday life.
For Arjun Jewellers, the new brand also provides an opportunity to broaden its customer base and establish a distinct identity in the contemporary jewellery segment.
Company Background
Arjun Jewellers Limited is a retail-focused jewellery company headquartered in Rajkot, Gujarat. The company operates in gold, silver, platinum, diamond and other precious-stone jewellery.
Its existing business has a strong presence in the Saurashtra market. An industry report on the company says Arjun Jewellers operates retail stores and serves consumers across the region, while its product portfolio includes traditional as well as contemporary jewellery.
The company has also expanded its portfolio through AEVUM. Its industry report describes AEVUM as a contemporary, lifestyle-oriented jewellery brand covering products made with gold, silver, diamonds, precious stones and watches.
Arjun Jewellers had previously filed trademarks for the AEVUM name, including a filing for “AEVUM WITH TAGLINE EVERY MOMENT DESERVES A DIAMOND” in 2026. The trademark records identify Arjun Jewellers Limited as the owner.
Industry Impact
Aevum’s launch adds another player to Gujarat’s competitive jewellery retail market, particularly in the premium and contemporary segments.
The brand’s strategy could help strengthen demand for jewellery designed around everyday consumption rather than only traditional occasions. This approach may also encourage established retailers to experiment with lighter designs, modern silhouettes and specialised sub-brands.
For customers, increased competition could mean a wider choice of designs and jewellery formats. For retailers, however, the challenge will be building brand recognition while maintaining product quality, pricing and customer trust in a highly competitive market.
The planned expansion to 11 stores by 2027 also suggests that Aevum sees opportunities beyond its initial Rajkot and Morbi markets.
Future Plans
Aevum’s immediate focus is to establish its presence through its first stores in Rajkot and Morbi before expanding its retail network.
The company has publicly stated its goal of reaching 11 stores by 2027. The planned expansion is expected to support its ambition of becoming a recognised contemporary jewellery brand.
The parent company’s existing presence in Saurashtra could also provide Aevum with local market knowledge as it expands. Its strategy of building a separate contemporary brand gives the group an additional route to reach consumers seeking modern and lifestyle-focused jewellery.
Conclusion
Aevum has entered Gujarat’s jewellery market with stores in Rajkot and Morbi, bringing a dedicated focus on natural diamonds, platinum and contemporary designs.
Backed by Arjun Jewellers, the new brand is targeting consumers who want lightweight and versatile jewellery for both everyday use and special occasions. Its plan to expand to 11 stores by 2027 makes the launch an important new growth initiative for the jewellery group.
With changing consumer preferences reshaping jewellery retail, Aevum’s success will depend on how effectively it can build a distinct identity, attract younger consumers and scale its contemporary jewellery proposition across Gujarat.
