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beYon, the laboratory-grown diamond jewellery brand from the House of Titan, has opened its second exclusive store and its first in North India at Central 50, Sector 50, Noida. The launch expands the brand’s retail presence beyond Mumbai as demand for laboratory-grown diamond jewellery grows among consumers. The store offers more than 1,200 designs in BIS Hallmarked gold across earrings, rings, pendants, necklaces, bracelets, bangles and nosepins. With prices starting at INR 20,000 and most products priced below INR 1 lakh, the brand is targeting everyday jewellery purchases as well as gifting occasions.
beYon, the laboratory-grown diamond jewellery brand from the House of Titan, has opened its second exclusive store at Central 50 in Sector 50, Noida, marking its entry into North India. The launch is part of the brand’s plan to expand into metropolitan and emerging urban markets across the country.
The Noida store has been designed around a more informal retail experience, allowing customers to browse and try jewellery at their own pace. It also features a coffee lounge where visitors can spend time with the collections.
A red ribbon running through the store serves as a key design element, inspired by the asymmetrical facets of the beYon identity and the brand’s distinctive Y. The design element runs across different sections of the store and represents freedom, connection and human creativity.
The store offers more than 1,200 designs in BIS Hallmarked gold across earrings, rings, pendants, necklaces, bracelets, bangles and nosepins. The collection includes marquise, pear, emerald, radiant, oval, princess and cushion cuts, along with classic solitaires. The jewellery is designed to be worn individually or layered and styled together.
Prices start at INR 20,000, with a large part of the collection priced below INR 1 lakh. The brand is positioning laboratory-grown diamond jewellery for regular wear, collection-building and gifting, rather than limiting it to traditional occasion-based purchases.
Shyamala Ramanan, Business Head, beYon, said the Noida launch reflects the growing interest in contemporary jewellery across India. She said the brand is focusing not only on expanding its retail network but also on creating stores where customers can explore laboratory-grown diamonds in a comfortable setting, particularly as the Rakshabandhan festive period approaches.
beYon views laboratory-grown diamonds as an opportunity for jewellery designers to experiment with different forms, proportions and styles rather than simply treating them as alternatives to natural diamonds. The brand said consumers are increasingly choosing both categories for different occasions and expressions of personal style.
The brand combines its focus on laboratory-grown diamonds with the House of Titan’s established presence in craftsmanship, design and quality. Its identity is built around the letter Y, which represents freedom, joy and individual expression.
beYon currently has dedicated stores in Mumbai and Noida, along with an e-commerce platform serving customers in India and overseas. The brand offers more than 1,250 designs across its jewellery categories and plans to continue expanding its retail presence in new markets.
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