Tribe Amrapali debuts offline in Kashmir

Handcrafted silver jewellery brand Tribe Amrapali has debuted offline in Kashmir. Located on the first floor of Srinagar International Airport, the label’s new exclusive brand outlet brings its pan-India brick-and-mortar store total to 31 and caters to the airport’s diverse mix of travellers. 

“This 31st store in Srinagar is a dream realised,” said Tribe Amrapali’s CEO Akanksha Arora in a press release on February 20. “Amrapali resonates deeply with Srinagar’s sense of style rooted yet modern, playful yet refined. With this store at the airport, we bring our India-modern aesthetic to a space where travelers from across the world can experience the essence of a Tribe Muse, carrying a piece of India’s artistic heritage with them wherever they go.”

The store has an open facade and shoppers can browse Tribe Amrapali’s selection of women’s jewellery, housed in glass cabinets. Catering to locals and tourists alike with its product selection, the store retails accessories ranging from nose pins and bangles to silver chokers and statement necklaces. 

By launching in an airport, Tribe Amrapali will tap into its high levels of footfall and diverse visitors. The brand also counts a nearby store in Jammu’s Karan Market and retails in 19 cities across India, according to the store funder tool on its website. 

Tribe Amrapali launched in 2013 with a direct to customer e-commerce store. The brand’s jewellery designs are inspired by traditional Indian folklore and it is the daughter brand of Amrapali, a fine jewellery business.