Zen Diamond India has appointed Rushina Shah as Vice President to accelerate its retail expansion plans across India

Rushina Shah will lead retail expansion, franchisee development, and retail design and projects, with a mandate to strengthen Zen Diamond’s presence across India and create customer-centric retail environments aligned with the brand’s global vision.

Shah said she was excited to join the internationally renowned natural diamond jewellery brand at a pivotal stage of its India growth journey. “Zen Diamond is rapidly expanding in India with an ambitious vision to establish 100 stores across the country over the coming years. I am excited to be part of this journey and contribute towards building a strong and differentiated retail presence for the brand,” she said. Shah brings more than 25 years of experience spanning jewellery, fashion accessories, beauty, watches, handbags and lifestyle retail.

Zen Diamond entered the Indian market in 2024, and has been steadily expanding its retail footprint and currently operates stores in Mumbai, Bengaluru, Chandigarh and Hyderabad. Most recently, the company launched its sixth Indian store at Lake Shore Mall in Hyderabad, marking a strategic push into South India. The Hyderabad outlet follows the brand’s global retail design philosophy, featuring contemporary interiors and a premium customer experience focused on natural diamond jewellery.

Globally, Zen Diamond operates more than 450 stores across Europe, the United States, the Middle East and Asia. The company traces its jewellery craftsmanship heritage back to 1890 and has built a reputation for European-inspired design, contemporary styling and natural diamond expertise. Speaking during the Hyderabad store launch earlier this year, Neil Sonawala, Managing Director, had described India as one of the company’s most important growth markets. The brand has outlined plans to expand to 100 stores across India over the next five years, supported by a combination of company-owned and franchise-led expansion.