The House of Rose couldn’t have found a better way to celebrate its 44th year than by moving to its new address. Recognising the need for reinvention, the jewellery company has opened the doors to its flagship experiential destination in the historic Ballard Estate of Mumbai. Spread over 21,000 sq. ft., this unique space combines contemporary design with heritage architecture, reflecting on the brand’s journey. For Biren Vaidya, this space redefining luxury is his dream come true. “The House of Rose redefines luxury by blending the finest craftsmanship with immersive experiences. From its art-inspired outdoor installations to its intimate, bespoke service-driven spaces, the House of Rose is a destination where innovation meets tradition, and where every visit becomes a story worth sharing,” says Biren Vaidya, MD and founder, House of Rose.
From a retail perspective, this new experiential retail destination has redefined the fine jewellery and luxury watch shopping experience in India from a home-grown brand. Clearly, with this visionary approach, The House of Rose is poised to further establish itself as an Indian luxury brand of global acclaim. Vaidya’s vision and design for this one-of-a-kind flagship store were brought to life by Zaki Sheikh, the founder and principal architect of Parthenon Architects, who meticulously implemented every detail, turning Vaidya’s dream into reality.
Today’s luxury consumer values understated sophistication, or silent luxury. Vaidya has left no stone unturned to embrace this concept by curating an experience that focuses on personalised service, artistry, and timeless design. The experience starts outside with the Outdoor Museum. The Outdoor Museum is essentially a one-of-a-kind installation featuring nine 7.5 x 7.5-ft. arched display windows. Each window showcases bespoke three-dimensional art installations created by contemporary Indian artists, inspired by the DNA of each luxury brands the House represents. This innovative concept bridges the worlds of luxury and art, creating an aspirational experience for connoisseurs and passers-by alike. This is the first time that a home grown brand has given so much importance to display windows.
Walk in and you step into Centre Stage on the ground floor. Here is a series of immersive brand-centric experiences. Straight ahead each luxury watch brand that the House represents – Bulgari, Frank Muller, Tag Heuer, Chopard, Blancpain, and Omega – has been given its own space. According to Vaidya, each of the brands were taken into discussion to know what they wanted from their space for their brand. In fact, Vaidya’s designs for Bulgari and Frank Muller also find place within each brand experience. The Chopard experience highlights both the watches as well its jewellery line.
On the far right, is the Rose Experience where clients can discover the legacy and craftsmanship of Rose through the brand’s signature collections.
The staircase that takes you up to the Mezz, located on the first floor, is inspired by the Hanging Gardens of Babylon. There are more immersive and personalised experiences on the Mezz. The SICIS experience, is an exclusive bar named in honor of Rose’s partnership with SICIS. The Ideation Table is a creative hub where clients can collaborate with designers to bring their bespoke visions to life. From sketches to final designs, this space is dedicated to creating personalised designs. The Gem Lab with state-of-the-art technology is for those who want to take a deep dive into the fascinating world of gemstones, and explore the unique qualities, grading, and certifications of solitaires and rare gems. The aptly named The Treasure Chest, is a closed space where the client can view high-jewellery masterpieces where each piece is presented with a detailed story, certification, and an audio-visual journey that enhances the emotional and artistic value of the jewellery. And of course, The Therapy Room which is a curated luxury retail space offering a selection of exceptional gifts across various categories.
Founded in 1981 by Purnima Sheth, Rose began as a small boutique in Mumbai’s Opera House jewellery district. Initially catering to close friends and family, the business took a pivotal turn when her younger brother, Biren Vaidya, joined her after his graduation. Vaidya’s artistic flair and entrepreneurial vision transformed Rose from a niche jewellery store into the pioneering brand that it is today offering fine jewellery, luxury watches and lifestyle accessories.
Recognising the need for reinvention every two decades, Rose has consistently evolved to remain relevant. Moving into the next phase, Rose opened its Breach Candy store establishing the boutique as a luxury destination. Now, after 40 years, Rose has entered a new era with The House of Rose, a flagship experiential destination in the historic Ballard Estate of Mumbai. This legacy of reinvention, from Opera House to Ballard Estate, showcases Rose’s commitment to honouring its past while leading the future of Indian luxury. It is truly a new era of experiential luxury!