Resurfacing a February 2023 move: Tanishq opened first US store in New Jersey, eyed Chicago next

Titan Company's jewellery brand Tanishq entered the US in February 2023 with a New Jersey store aimed initially at Indian-American shoppers. After two years of market study, it planned a Chicago opening and a longer-term push to serve broader US jewellery demand with locally adapted products and formats.

— FiledMon, 27 Jul, 2026, 05:35 IST·First seen Mon, 27 Jul, 2026, 05:35 IST·Source Financial Express · BrandWagon

What happened

Tanishq opened its first US store in New Jersey targeting the Indian diaspora and plans to expand to Chicago and eventually wider American consumers, adapting

Key facts

  • First US outlet opened one month earlier
  • North American jewellery market estimated at USD 60 billion
  • Indian-American jewellery market estimated at USD 3 billion
  • Tanishq studied the North American market for two years

Why this matters

Tanishq’s Chicago plan signals potential demand for local real-estate, distribution, marketing and partnership capabilities that can accelerate its move beyond diaspora customers.

What to watch

  • Timing, format and location of the Chicago opening.
  • Evidence of additional US leases or hiring in Texas, California, New York/New Jersey or the Washington DC area.
  • Store-level customer mix: repeat diaspora buyers versus non-South-Asian customer acquisition.
  • US-specific product launches, especially lower-weight gold, lab-grown diamond, bridal and contemporary collections.
  • Partnerships with wedding planners, cultural organizations, banks, insurers or local influencers.
  • Changes in gold prices, import duties, consumer jewellery spending and discretionary luxury demand.
  • Titan commentary on US revenue, store productivity, payback periods or North American expansion targets.
  • Open the planned Chicago store and assess further locations in major Indian-American corridors.
  • Build local bridal, festival and community-event partnerships to drive high-ticket purchase occasions.
  • Adapt US assortment, sizing, merchandising and financing to local tastes while retaining Indian wedding and gold-jewellery differentiation.
  • Expand digital appointment booking, virtual consultations, insured delivery and cross-market inventory visibility.
  • Use the US launch to test North American sourcing, compliance, repair and after-sales service capabilities.