Heer by GIVA Opens First Physical Store with Poetry-Themed Cultural Launch

Heer by GIVA, GIVA's gold and lab-grown diamond jewellery brand, celebrated the launch of its first offline store with 'Alfaaz-e-Heer', an evening of poetry, stories, and celebration that brought together creators, fashion enthusiasts, and members of the growing Heer community.

The launch event featured a special Shayari Night with Priya Malik, whose evocative verses set the tone for an evening rooted in expression, individuality, and storytelling. The celebration also included a lively Trivia Night and launch party, creating an engaging and immersive experience for guests as they explored Heer's jewellery collections.

The store spans over 815 sq. ft. of retail space, with an additional 230 sq. ft. allocated for back-end operations, ensuring a seamless experience for both customers and store teams.

Resha Jain, Chief Brand Officer at GIVA, said: "Heer has always been about celebrating individuality and the many voices of modern India. With the launch of our first offline store, we wanted to create an experience that reflects the soul of the brand, expressive, personal and rooted in culture. Alfaaz-e-Heer was our way of bringing that spirit alive, where poetry, community and jewellery come together to celebrate self-expression."

Launched in September 2025, Heer by GIVA focuses on 9KT gold and lab-grown diamond jewellery, and operates as an extension of GIVA's silver jewellery brand. GIVA itself began its journey in 2019 with 925 sterling silver jewellery and has since diversified into 14K/18K gold and lab-grown diamond jewellery. The brand specifies that all its diamonds are lab-made and of VVS and VS quality, guaranteeing exceptional clarity and brilliance. That is a meaningful claim for buyers who want traceability: lab-grown stones at VVS/VS grading carry the same optical properties as mined diamonds, and are typically 30% to 40% more affordable than mined diamonds of the same clarity and quality due to the more efficient production process.

While the brand has built strong resonance with customers through its digital-first approach, the move into physical retail enables Heer to create more immersive brand experiences and stronger community connections. The parent network gives it significant infrastructure to lean on: GIVA retails through 240+ physical stores across India through a franchise-led model, along with its own online platform.

Designed as more than a traditional store opening, 'Alfaaz-e-Heer' reflected the brand's philosophy that jewellery is not just an adornment but a form of personal expression. For a label barely six months old, anchoring its first brick-and-mortar moment in Urdu poetry rather than a conventional ribbon-cutting signals a deliberate positioning: Heer is not competing on price or volume, but on cultural resonance. Whether that translates into sustained foot traffic and repeat purchases will be the real test of the concept as the brand builds out its physical presence.