The Architecture of Adornment

Sarah Choudhary transforms jewellery retail into immersive storytelling at Hazoorilal by Sandeep Narang

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Some spaces speak in whispers, others in declarations. Sarah Choudhary designs in deliberate sentences — each material a word, each beam of light a comma — and Hazoorilal by Sandeep Narang's flagship showroom reads like a poem in gold.

This project brings together two forces: the maison's 70-year legacy of jewellery craftsmanship and a design vision that sees retail not as display, but as experience. Sarah says, framing her approach as the creation of a living interaction between brand, space, and visitor. She approaches the showroom as a stage where craft, brand, and client meet in a shared story — choreographed as precisely as a jeweller setting a stone.

Her starting point was not “How do we showcase jewellery?” but “How should someone feel the moment they encounter it?” The resulting space mirrors the discovery of a jewel: a first glimmer, then a closer look, and finally, the reveal.