Industry / Retail

Tanishq’s New Jersey Debut Drew Customers From Across the East Coast


Engaging customer service and the best in tech: That is what Tanishq wants its customers to feel and notice as they shop at the Indian brand’s first U.S. jewelry store, the first of many planned for the next 12 to 24 months.

The store seeks to be both approachable yet sophisticated, says Amrit Pal Singh, Titan Co. Ltd.’s business head for North America. That means local touches mixed with timeless Indian art and craftsmanship alongside high-tech storytelling through interactive walls and iPads for inventory and checkout.

The 3,750-square-foot store at 1429 Oak Tree Road in Iselin, N.J., opened in late January. Tanishq sought to open the two-story showroom after its 2022 online debut in the United States, which received positive feedback and sales, the company says. In the store’s first weeks of opening, it had visitors from all over the East Coast, including VirginiaMarylandPhiladelphia, and Boston.

Tanishq exterior
Tanishq designed its first U.S. store to meet local expectations of a high-end retailer but also included its tech-focused touches that have made the brand well known worldwide.

The brand carries 18k and 22k gold and diamond jewelry along with solitaries and colored stones. Its selection of jewelry varies from cocktail jewelry to Tanishq’s latest collection, Shaped by Love. This collection features gold, diamonds, and gemstones such as sapphires, rubies, and tanzanite to honor all forms of love, including the self, family, and friendship, Singh says.

Tanishq is India’s largest jewelry retail brand with $3.5 billion in annual revenues and more than 400 retail stores across 240 cities. Its parent company is Titan, which is a part of the Tata Group, an Indian multinational conglomerate with operations in more than 100 countries.

“Our U.S. store design was a co-creation between Titan’s in-house team and an external design team, who extensively studied the U.S. market and took on board key consumer insights and expectations,” Singh says. “We wanted to design a store that reflected Tanishq’s signature warmth and also appealed to the local customers.”

The store’s interior is designed to be a sensory experience with a mix of traditional and modern elements that create a unique ambiance, Singh says.

Tanishq interior
Traditional Indian art meets New Jersey lux inside the new Tanishq store, which carries many of the brand’s classic collections as well as its newest one, Shaped by Love.

“The store brings the timeless Indian charm with a contemporary touch. For example, the in-store signage is made from Dhokra Art, an Indian heritage art which is one of the oldest craft forms in the world,” Singh says. “We have used natural materials such as wood and stone to create a warm and welcoming environment. The lighting and color schemes were carefully chosen to showcase the jewelry collections in the best possible way.”

While Titan is excited about the new store in New Jersey, “we are also looking ahead to future expansion plans,” Singh adds. “As part of our international expansion, the company has aggressive plans and intends to collectively open 20 to 30 stores in North America and the Middle East over the next two to three years.”

The company debuted its first international brick-and-mortar store in Dubai in November 2020. It now has eight international stores—seven in the United Arab Emirates and this one in the United States.

“Our goal is to the bring Tanishq experience to more customers across the United States, and we are actively exploring new locations and opportunities,” Singh says.

Top: Tanishq recently opened its first North American store in New Jersey, bringing high-tech touches along with its signature classic jewelry to the United States. (Photos courtesy of Tanishq)

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Karen Dybis

By: Karen Dybis

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