Tanishq eyed Chicago after opening its first US store in New Jersey
Resurfacing a January 2023 move, Titan-owned jewellery brand Tanishq was preparing to expand beyond its first US outlet in New Jersey, with Chicago next on its radar. After two years studying the market, it saw scope to serve the Indian diaspora before pursuing the broader US jewellery consumer.
What happened
Tanishq, operated by Titan, calls the US a major opportunity after opening its first outlet in New Jersey. The brand is tailoring designs, formats and products
Key facts
- First US outlet opened one month before publication
- Two years spent studying the North American jewellery market
- North American jewellery market estimated at USD 60 billion
- Indian-American jewellery market estimated at USD 3 billion
- Indian Americans have almost double the average US household income
Why this matters
Tanishq’s targeted US entry makes it a potential partner, competitor or acquisition benchmark for jewellery players seeking diaspora-rich urban markets.
What to watch
- Confirmation of a Chicago lease, store opening date or local hiring activity.
- Management commentary on New Jersey footfall, conversion, average transaction value and bridal sales mix.
- Announcements of further US locations or a dedicated US e-commerce platform.
- Evidence of localized product design, US pricing, financing or trade-in programs.
- Competitive openings, refurbishments or marketing pushes from Indian and South Asian jewellery retailers in Chicago and other diaspora hubs.
- US gold-price movements and import-duty or regulatory changes affecting jewellery affordability and margins.
- Open or formally announce a Chicago-area store, likely in a suburb or retail district with a substantial Indian-origin customer base.
- Build US-specific bridal, gifting and lightweight daily-wear assortments alongside traditional gold and wedding jewellery.
- Expand local marketing through Indian festivals, wedding networks, community organizations and diaspora media.
- Invest in US e-commerce, virtual consultations, appointment booking and cross-store clienteling to extend reach beyond each physical catchment.
- Evaluate next-wave markets including Dallas-Fort Worth, Houston, the Bay Area, Southern California and the New York metro area.
- Use the US rollout to strengthen sourcing, hallmarking, repair and buyback assurances that reduce trust barriers for high-ticket purchases.