As a Los Angeles-based lifestyle journalist, I’ve been to my fair share of glamorous launch events hosted by luxury brands. Acrobatic dance performances, food that looks like art, musicians flown in from across the world, I’ve seen it all. So, when I was invited to the launch event of Bhindi Jewelers’ new store at The Americana at Brand in Glendale, I thought I knew what to expect. However, I was wrong about what would stay with me.
It wasn’t the harpist at the entrance, the dancers moving through the room in Bhindi jewelry, the champagne, or the canapés. It was the warmth of the Bhindi family themselves. Despite standing inside a 9,500-square-foot luxury boutique in the heart of Los Angeles, I found myself feeling something unexpectedly familiar…the intimacy and hospitality of an Indian family gathering.
Established in 1959, Bhindi Jewelers is a third-generation, Indian-American, family-owned luxury jeweler retailing fine jewelry and luxury timepieces. Currently, Bhindi has outposts in Southern California, the San Francisco Bay Area, and Atlanta.
A Family Welcome at the Heart of the Experience
For this evening, which kicked off with a ribbon-cutting ceremony, the Bhindi family had invited their longtime clients, friends, media, and members of Los Angeles’ entertainment, fashion, and cultural communities. Guests included Rick Caruso, founder of Caruso and developer of The Americana at Brand, alongside actors Mario Lopez, Roselyn Sanchez, and Eric Winter.
Throughout the event, members of the Bhindi family stood at the entrance, personally welcoming guests into their new boutique. The family spoke to each person graciously and invited them in with genuine warmth. It felt like they were inviting guests into their own homes.
Designed by Studio Tonic to evoke the ambiance of a high-end hotel, this new Bhindi Jewelers boutique features warm European oak, natural stone, bronze-toned finishes, and layered textures defining dedicated watch environments, jewelry presentation areas, intimate lounges, and private VIP rooms. The store’s interiors are well-appointed yet understated so that the spotlight always remains on the jewelry and timepieces on display.
“This opening represents much more than a new store. It is the next chapter of a family business built on relationships across generations. Our grandfather built this business on craftsmanship, trust, and lasting relationships, and as we’ve grown, each generation has worked to honor those values while continuing to evolve,” said Ashwin Bhindi, Chief Marketing Officer of Bhindi Jewelers. “Celebrating this milestone surrounded by clients, friends, and partners who have been part of our journey made the evening especially meaningful.”
Guests were welcomed with champagne flutes before they made their way through the store to discover selections from Bhindi’s jewelry collections as well as jewelry and timepiece ranges from Rolex, Cartier, Tudor, Bvlgari, Jaeger-LeCoultre, and other luxury brands.
A New Chapter for Bhindi Jewelers in Glendale
This opening marks a major milestone in Bhindi’s longstanding presence in Glendale following the relocation of its location from the Glendale Galleria to The Americana at Brand. While the new outpost features a larger space for Bhindi’s growing collections, what truly stood out to me was how each individual in the family and their team was going out of their way to welcome guests and create authentic relationships with each person.
“We’ve literally doubled in size! The new store is 9,500 square feet and has a wonderful assortment of luxury watches and jewelry to enjoy. When we were designing this store, we really focused on hospitality and creating a memorable experience for our guests,” added Ashwin Bhindi. “We look forward to welcoming both longtime and new clients into our new home at The Americana. Come say hello and explore some beautiful watches and jewelry for yourselves!”
Indian-American Pride Meets Southern California Luxury
As I explored the new boutique, marveling and trying on some jaw-dropping jewelry (including a 60-carat diamond necklace!) and watches while soaking in the live entertainment, I couldn’t help but feel immense pride. I have no relation to the Bhindi family and was meeting them for the first time, but as an Indian who recently moved to America, I felt this was not just a milestone for them, but for the entire Indian-American community. Situated right alongside iconic luxury powerhouses like Tiffany & Co., Bottega Veneta, Louis Vuitton, and Gucci, Bhindi Jewelers firmly put Indian artistry on the global luxury map.
As the evening wound down and guests started thinning out, I could see the Bhindi family gathering to congratulate one another on a momentous night. On my way out, Ashwin Bhindi paused to offer a reflection that resonated deeply with me.
“And over the last few decades, we’ve served the Indian and South Asian American communities proudly, and we will continue to do so. They are the true reason for our success,” Ashwin Bhindi shared with a warm smile. “However, this store represents our next chapter, where we want to embrace everyone and introduce them to our culture, our heritage, and our identity. We couldn’t be more excited for what’s ahead.”
What Stayed With Me After the Celebration
Stepping out into the hot summer night air of The Americana, I slowly realized that the evening at Bhindi Jewelers had shifted something within me. I had arrived expecting a luxury spectacle but left moved by something much more personal: the warmth and humility of the family and the significance of seeing an Indian family business occupy such a visible place within Southern California luxury. At the event, when I spoke to other Indian-American and South Asian guests, they seemed to echo a similar sentiment.
The Bhindi family’s success across countries and generations is a physical manifestation of how a family-run business can endure by holding fast to family values, roots, and hospitality, paving a brilliant path forward for the rest of us. And I couldn’t help but be excited.
