Resurfacing a February 2023 move: Tanishq eyed Chicago after opening its first US store in New Jersey
Titan Company’s jewellery brand Tanishq entered the US in February 2023 with a New Jersey store and plans for further diaspora-led expansion, including Chicago. The brand saw an opportunity in the USD 60 billion North American jewellery market after two years of market study.
What happened
Tanishq, Titan Company’s jewelry brand, opened its first US store in New Jersey and sees significant diaspora-led growth potential. After studying the market
Key facts
- USD 60 billion North American jewelry market
- USD 3 billion Indian-American market opportunity
- 1 first US store
- 2 years studying the North American market
Why this matters
Tanishq’s expansion creates potential partnership and real-estate opportunities around diaspora-heavy US metros, while signalling that established Indian jewellery brands may seek faster market access through local alliances.
What to watch
- Chicago lease signing, store-opening date or US subsidiary hiring for retail operations and merchandising.
- Evidence of a second and third US city announced within 12 months of the New Jersey launch.
- US-specific website features including pricing, appointment booking, delivery, returns, financing or loyalty integration.
- Marketing emphasis on bridal/wedding jewellery versus daily-wear diamond and gold categories.
- Same-store sales, customer mix and average transaction-value disclosures from Titan management.
- Gold-price movements, US import-duty changes and currency volatility affecting ticket prices and margins.
- Competitive responses from Indian diaspora jewellers and US jewellery chains in New Jersey, Illinois, Texas and California.
- Open or formally announce a Chicago location, likely in a suburb or retail corridor with concentrated South Asian households.
- Test locally tailored bridal, 22-karat gold, diamond and gifting assortments alongside lighter everyday jewellery suited to US buying habits.
- Build wedding-season marketing through Indian cultural events, community organisations, influencers and diaspora media.
- Introduce US-facing e-commerce, remote consultations, appointment booking and cross-market inventory visibility.
- Use early US store performance to identify the next cluster markets, with Texas and California likely candidates.
- Expand local sourcing, compliance, repair and after-sales capabilities to reinforce trust in a high-consideration category.