The new SS Jewellers store designed by groupDCA in Ambala City reinterprets the identity of a heritage jewelry brand through a contemporary retail environment rooted in local architectural culture. Located inside an open-air retail complex along Grand Trunk Road, the project combines luxury retail design, handcrafted detailing and spatial symmetry to create an immersive customer experience.
The design approach draws inspiration from Ambala’s colonial and pre-colonial architectural legacy, translating classical references into a modern retail language. The project establishes a dialogue between historical identity and contemporary brand positioning while reinforcing the store’s premium character.
Luxury jewelry store layout across multiple levels
The store is organized across several levels that accommodate retail areas, exclusive lounges, operational spaces and artisan workshops. The ground floor houses contemporary jewelry collections, while the upper level is dedicated to boutique selections and private hospitality areas for customers.
The basement level functions as the operational core of the project, integrating inventory storage and workshops for craftsmen. This organization allows retail functions and production activities to coexist within a unified architectural system.
At the entrance, the storefront introduces a minimalist composition defined by black and gold finishes. Recessed display windows framed by floral wall coverings establish a transition space that anticipates the interior design language of the boutique.
Vaulted interiors and architectural symmetry
A key design challenge involved creating a visual relationship between the ground and first floors. groupDCA addressed this through two circular openings connecting the levels, establishing continuity and improving spatial perception throughout the store.
Victorian-inspired mirrors framed in gilded wood surround the double-height voids, amplifying light and symmetry. Large chandeliers created by a local artisan descend through these openings, reinforcing the luxurious atmosphere of the interior.
Three vaulted ceiling elements extend across both levels, visually organizing the retail space while introducing a strong geometric identity. Black aluminum columns assembled on site reinterpret classical proportions through a contemporary material language.
Custom furniture and marble retail surfaces
The interior layout unfolds as a continuous retail environment defined by bespoke display systems and coordinated material palettes. Fluted oak and glass vitrines occupy the center of the floor plan, while perimeter display counters integrate seating areas for customer interaction.
Marble flooring combines white and grey stone surfaces with brass inlays arranged in geometric compositions. This material strategy reinforces the sense of visual rhythm and contributes to the refined identity of the boutique.
Custom furniture and handcrafted surface treatments play a central role throughout the project. Upholstered seating in deep blue, burgundy and tan brown introduces contrast within the neutral palette while enhancing the luxurious atmosphere of the store.
Retail lighting and handcrafted decorative details
Lighting contributes significantly to the immersive retail experience. Decorative chandeliers, integrated display lighting and reflective materials emphasize jewelry collections while enhancing the perception of depth and symmetry within the interior.
Traditional architectural elements including cornices, arches and metallic finishes are reinterpreted through a contemporary design language. The result balances ornamental richness with spatial clarity, maintaining coherence across the entire retail environment.
The SS Jewellers store reflects groupDCA’s approach to contemporary luxury retail design, combining local craftsmanship, architectural references and custom interior solutions within a cohesive jewelry store concept.
Location Ambala City – Haryana, India
Architecture Design Firm groupDCA
Principal Architect Ar. Amit Aurora
Text Credit Lavanya Chopra
Photos courtesy Purnesh Dev Nikhanj