Resurfacing a January 2023 move: Tanishq entered the US with a New Jersey store, targeting Chicago next
Revisiting a January 2023 development: Titan's jewellery brand Tanishq had opened its first US store in New Jersey after studying the market for two years. It saw scope to serve affluent Indian and South Asian consumers while adapting assortments and store formats for broader US demand; Chicago was among the planned next markets.
What happened
Tanishq, Titan’s jewelry brand, opened its first US store in New Jersey and plans further expansion, including Chicago. The brand sees a major opportunity in
Key facts
- First US store opened one month earlier
- Two years spent studying the North American jewelry market
- North American jewelry market estimated at USD 60 billion
- Indian-American jewelry market estimated at USD 3 billion
- Indian-American household income is almost double the US average
Why this matters
Tanishq’s expansion creates potential for US partnerships in real estate, local sourcing, marketing and distribution as it scales from diaspora hubs into broader North American demand.
What to watch
- Chicago lease signing, store-opening timeline or additional US city announcements.
- Evidence of US-localized collections, pricing in dollars, financing offers or trade-in programs.
- US hiring for retail operations, merchandising, digital commerce, supply chain and clienteling.
- Same-store sales indicators, customer mix beyond South Asian shoppers and average transaction value.
- Gold-price movements, import-duty changes and US consumer discretionary-spending trends.
- Competitive responses from Indian jewellery chains, independent South Asian jewellers and national bridal retailers.
- Open or announce a Chicago location, likely in a premium suburban retail corridor with a large South Asian catchment.
- Build US-specific bridal, diamond, lightweight gold and everyday-wear assortments alongside traditional wedding jewellery.
- Use wedding events, community partnerships, influencer marketing and appointment-led selling to acquire high-value customers.
- Develop omnichannel capabilities including online cataloguing, virtual consultations, local fulfilment and cross-store inventory visibility.
- Evaluate further diaspora-heavy markets after New Jersey and Chicago store-performance data is established.