House of Neeru’s makes jewellery debut with new brand ‘Tyohaar’, opens Hyderabad store

Ethnic wear brand House of Neeru’s has entered the jewellery segment and launched ‘Tyohaar’ as a silver jewellery brand. Launching its debut brick-and-mortar store in Hyderabad’s Jubilee Hills, the label plans to open more outlets this financial year.

“Tyohaar brings Hyderabad the finest silver jewellery,” announced Neeru’s on Facebook. “Experience a fresh take on silver jewellery at our Jubilee Hills store, where tradition meets modern design. Tyohaar, from the House of Neeru’s, offers a stunning collection of 22-carat gold-plated silver jewellery with semi-precious stones, perfect for every occasion.”
 
The brand plans to launch its brick-and-mortar stores on high-street locations in India for its initial phase of expansion. Tyohaar will then begin to launch stores in shopping malls with an average store size of between 2,000 and 3,000 square feet.
 
“We wanted to diversify from the apparel segment and introduce something that compliments women’s ethnic wear, so, we decided to introduce a silver jewellery brand,” Neeru’s managing director Avnish Kumar told ET Retail. “Initially, we have invested Rs 12 crore to open the first store of Tyohaar. We are expecting the return on investment in the next 18 to 20 months.”
 
The cities where Tyohaar plans to launch its first exclusive brand outlets include Bengaluru and Hyderabad as well as the state of Telangana, ET Bureau reported. The brand aims to have launched between six and seven stores after the coming year and a half with each location having a capital expenditure of between Rs 5 crore and Rs 7 crore.