In the Sanjay Gupta Jewellery Store, interior design is defined by the integration of cultural heritage and contemporary spatial language. Designed by groupDCA in Hyderabad, the flagship store translates the brand’s historical identity into a coherent retail environment, where materials, layout and handcrafted elements contribute to a consistent spatial narrative.
The project is rooted in the intention to embed traditional references within a modern retail setting, maintaining continuity with the legacy of Indian jewellery craftsmanship.
Material strategy in jewellery retail: Indian teak and heritage elements
The design draws from the origins of the brand, founded in 1920 by Tibarumal Gupta. A curated collection of antiques, artifacts and historical objects shapes the spatial identity, reinforcing a strong connection with Indian culture.
A central element is a historic chandelier, assembled using components from Osler. This piece plays a defining role in the interior, establishing the visual and qualitative tone of the space rather than acting as a purely decorative feature.
Indian teak is the primary material used across wall surfaces and architectural elements. Its deep brown tones introduce visual depth and material continuity, supporting a perception of authenticity and permanence.
Jewellery store layout: customer interaction and spatial flow
The layout is structured to facilitate interaction between customer and product, while reflecting cultural principles of hospitality.
At the entrance, a reception desk manages customer flow and orientation. Display counters are positioned on both sides, organised according to product typology. Lounge areas with seating are integrated into the layout, allowing for extended interaction and consultation.
The owner’s cabin is centrally positioned, enabling direct oversight and efficient operational control within the space.
Store zoning and circulation: from entrance to private lounges
The interior sequence is articulated through transitional elements such as jaali screens, which create layered spatial experiences.
On the ground floor, the main hall hosts multiple display counters arranged along the perimeter. Secondary lounge rooms are positioned laterally and connected internally, providing more private areas for customer interaction.
The first floor accommodates back-of-house functions including accounts, storage, staff facilities and technical spaces. A large open hall is dedicated to exhibitions and events, allowing the store to support additional functions beyond daily retail activity.
Retail lighting design: product visibility and spatial hierarchy
Lighting combines a contemporary system with the enhancement of heritage elements.
The central chandelier acts as a focal point, while ambient and accent lighting define the hierarchy between circulation paths, display areas and architectural surfaces. The lighting strategy supports both product visibility and spatial readability.
Custom furniture for jewellery display and retail consistency
All furniture elements are custom-designed and fabricated by groupDCA. The material palette remains controlled, with white, peach and grey tones balanced by the presence of Indian teak.
This restrained approach allows historical elements and artefacts to emerge as primary visual features, maintaining coherence across the entire interior.
Credits
Project: Sanjay Gupta Jewellery Store
Location: Hyderabad, India
Design: Rahul Bansal, groupDCA
Area: 3000 sqft (G+1)
Photo credits: Ricken Desai