Resurfacing a January 2023 move: Tanishq opened first US store in New Jersey, eyed Chicago next
Titan Company's jewellery brand Tanishq entered the US with a New Jersey store back in January 2023 and had plans to expand to cities including Chicago. The brand targeted Indian and South Asian diaspora shoppers in a North American jewellery market it estimated at $60 billion.
What happened
Tanishq, operated by Titan Company, opened its first US store in New Jersey and plans expansion including Chicago. The Tata jewellery brand sees significant
Key facts
- USD 60 billion North American jewellery market
- USD 3 billion Indian-American jewellery market
- first US store opened one month earlier
- two years spent studying the North American market
Why this matters
Tanishq’s US entry creates potential partnership and acquisition opportunities in diaspora-focused retail, local sourcing, and market-specific distribution as it builds toward Chicago and other cities.
What to watch
- Timing and location of the Chicago opening.
- Store productivity, bridal order volumes and gold-versus-diamond sales mix at the New Jersey unit.
- Additional US entity, warehouse, ecommerce or hiring announcements from Titan or Tanishq.
- US gold-price movements, import-cost changes and consumer spending among affluent diaspora households.
- Competitive responses from Indian jewellers, mall jewellers and luxury brands in diaspora-heavy markets.
- Announce a Chicago location and identify further diaspora-heavy metros.
- Build US-specific bridal, gifting and lightweight everyday-jewellery assortments alongside traditional gold collections.
- Use wedding consultations, community events and Indian festival marketing to acquire customers.
- Add ecommerce, virtual consultations, click-and-collect and cross-border service capabilities.
- Recruit local retail, gemology and bridal-sales talent while strengthening US logistics and after-sales repair operations.