‘A Contemporary Approach to Jewellery Retail’, group DCA

‘A Contemporary Approach to Jewellery Retail’, group DCA

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Dia Colour, Emporio Mall, New Delhi, group DCA

Dia Colour is one of the finest contemporary jewellery designers in India, specialising in handcrafted jewel pieces that possess a unique character and personality of their own. Every inch, every cut is skilfully crafted by some of world’s most gifted artisans.

A contemporary approach to jewellery retail - Dia Colour designed by group DCA

A contemporary approach to jewellery retail - Dia Colour designed by group DCA
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A contemporary approach to jewellery retail - Dia Colour designed by group DCA
photographs: group DCA

With a one of its kind flagship store at the Emporio Mall in New Delhi designed by group DCA, the store attempts to create a new benchmark in the design of retail stores. Enabling a contemporary approach to the traditional jewellery retail format of sitting across the table, the 1,800 sq.ft space has been designed and planned with an emphasis on creating private zones for transaction. Customers don’t just get attracted by amazing jewellery collection, they need more than that to drag them into the store; the overall décor of the store is essential. Unless the jewellery collection is displayed in an organised and attractive manner, browsing typically becomes tedious, more so for the exclusive pieces.

Keeping these factors in mind, group DCA have elegantly designed niche displays that look subtle, yet maintain the overall rich look of the store, while showcasing the jewellery pieces. At the same time, the customers are led into a virtual circulation that facilitates ease of browsing the jewellery from close quarters, yet maintaining security with elegance. The strong room is located unusually in the centre of the boutique; hence creating 2 private zones for selling on either side of the store. 

The materials used are very light and basic in nature, reminiscent of the old lime stone plaster, which is accentuated with black and gold in small dosage. The mirrors in the ceiling add a new dimension to the boutique.

fact sheet

  • project:  A Contemporary Approach to Jewellery Retail – Dia Colour by group DCA
  • location: Emporio Mall, New Delhi
  • principal architects: Amit Aurora and Rahul Bansal
  • firm: group DCA
  • design team: Surabhi Mehta
  • site area: 103 sq.m
  • dt of completion: 2017  
  • photographs:  group DCA