Vijay Jewellers: Making Way for Faith
Tallab Tillo Road, Jammu
Aviral Design Studio
Aviral Mahajan & Hemani Badyal
We Indians take our money seriously and our gold and silver, even more seriously. No wonder there are families who’ve chosen to stick to their one, trusted jeweller for generations. Therefore, architects who design new commercial setups, such as a jewellery shop, have a lot to consider. Let’s understand how this firm went on to exceed all the expectations their jewellery client had by designing a new-age retail outlet that ensures gaining people’s trust for years to come…
UnFiltered (Brief)
The brief was to transform an existing grey RCC structure into a landmark jewellery retail outlet on a 40-feet-wide road, ensuring strong visual presence, clear brand identity, and efficient retail planning. The client required a vertically segregated retail format for gold, diamond, and silver, along with dedicated parking for owners and customers, while maintaining smooth circulation and a luxurious shopping experience.
UnFiltered (Design Philosophy)
The design philosophy draws from the idea of timeless luxury anchored in architectural permanence. The project seeks to reinterpret classical architectural elements through a contemporary lens, creating a façade and interior that evokes trust, elegance, and craftsmanship—qualities synonymous with fine jewellery. The design balances grandeur with restraint, ensuring that architectural expression enhances, rather than overwhelms, the retail experience.
Internally, the design philosophy prioritises clarity, comfort, and visual continuity. Calm, neutral backdrops, controlled lighting, and coherent spatial planning create an environment where jewellery becomes the focal point. The transition from exterior to interior is conceived as a gradual elevation of experience—from the street, to the entrance court, to the retail floors—reinforcing the sense of occasion associated with fine jewellery.
A defining feature of the project is its three grand arched façade composition, derived directly from the structural column grid. These arches establish a strong visual identity and become the primary branding element of the building. The arches are further enhanced with custom wrought iron scrollwork that incorporates the brand initials, seamlessly merging architecture with brand storytelling.
Unfiltered (Material Stories)
A key challenge was adapting an existing RCC structural framework into a refined luxury retail environment. With the column grid and floor plates already defined, the design had to work within fixed structural constraints while achieving spatial openness and architectural clarity. This was resolved by aligning the façade composition directly with the column grid, transforming a structural limitation into a defining design rhythm through the articulation of three grand arches. Additionally, the non-linear front edge of the site required careful resolution to avoid visual distortion. Rather than flattening the façade, the design embraces this geometry, using depth, articulation, and material consistency to create a composed and harmonious elevation.
Material Used
- Sandstone cladding on the façade to evoke permanence and a timeless architectural character
- Custom wrought iron scrollwork with brand initials integrated into the arched façade
- Fish-scale cobblestone paving in the entrance court to create a textured transition from street to interior.
- Italian marble flooring across retail floors for continuity, luminosity, and luxury
- Neutral-toned wall finishes — forming a calm backdrop for jewellery display.
- Brass and gold-toned metal accents in display units, furniture detailing, and lighting fixtures
- Custom-designed chandeliers and layered lighting to enhance product brilliance and spatial hierarchy
- Upholstered seating and bespoke display counters designed for comfort and personalised retail interaction
