QWEEN Launches India’s First 7 Colours of Gold
QWEEN breaks tradition by introducing seven distinct gold colours created through alloy compositions, not plating, for personalized luxury.
In a groundbreaking move for the Indian luxury market, QWEEN has become the first jewellery brand in the country to introduce a collection featuring 7 colours of gold. This innovation marks a significant departure from the traditional three-colour palette commonly found in Indian jewellery stores, offering consumers a much wider spectrum for self-expression.
Beyond Surface Plating: A New Era of Gold Innovation
While most coloured gold in the market relies on surface treatments like rhodium plating to alter its appearance, QWEEN has taken a fundamentally different approach. The brand utilizes advanced material innovation to create these hues through carefully developed gold alloy compositions. This ensures that the unique colour is intrinsic to the gold itself, rather than just a superficial coating.
The new spectrum includes seven distinct shades designed to complement various skin tones, moods, and lifestyles:
- Snowfall White
- Cloudy Grey
- Clover Green
- Rose Bloom
- Champagne Fizz
- Desert Noon
- 24K Sunrise
Personalization and Self-Expression
The core philosophy behind this launch is to move away from the idea that gold must follow a rigid, traditional format. By providing multiple shades, QWEEN allows customers to choose jewellery that aligns with their individual personality and wardrobe. The brand's vision is to make gold a customizable element of personal identity.
“Gold has always been deeply emotional in India. It marks our milestones, carries memories and often becomes part of the stories we hold on to,” said Amit Kumar, Co-Founder and CEO of QWEEN. “At QWEEN, we believe something this personal should also leave room for self-discovery and self-expression. A woman is never just one version of herself; she has 20,000 shades. With 7 Colours of Gold, we wanted to give her more ways to express them.”
A Modern Approach to Luxury Retail
To celebrate this launch, QWEEN has unveiled a unique billboard featuring their signature Apostrophe design rings in all seven colours. The installation uses sequential lighting to showcase the full palette, accompanied by the provocative tagline: “Old is Gold. But Gold isn’t Old anymore.”
QWEEN is redefining the luxury shopping experience by moving away from intimidating, glass-counter-restricted displays. Instead, the brand focuses on an experiential retail model that encourages exploration. Supported by strategic investors Aamir Khan and Ranbir Kapoor, the brand maintains full transparency from mine to market.
Customers can experience the new 7 colours of gold firsthand at QWEEN’s experiential retail store located at Aditya Ancora, Sector 50, Noida.