GlamBuzz
AVR Swarna Mahal Unveils D•REN — A New Era of High Jewellery Begins
The centre will feature cutting-edge advancements in jewellery manufacturing technology
The House of AVR Swarna Mahal Jewellers, a name synonymous with legacy and craftsmanship for over 97 years, proudly announces the launch of its revolutionary new high jewellery brand — D•REN. This marks a bold step forward in India’s luxury jewellery landscape, combining heritage, innovation, and contemporary elegance.
D•REN (pronounced “D-Ren”), with its philosophy of High Jewellery Reimagined, is designed for the discerning connoisseur. The inaugural flagship boutique, a lavish 2,500 sq. ft. space located on the 4th floor of AVR Swarna Mahal Jewellers, Anna Nagar, Chennai, opens to the public on June 1st, 2025. With plans underway to expand across Tier 1 cities in India and globally, D•REN is set to redefine the fine jewellery experience.
A Brand Born from Legacy, Elevated by Design
D•REN stands as a distinct identity within the AVR Swarna Mahal Group — combining the group’s hallmark craftsmanship with cutting-edge design, rare gemstones, and contemporary storytelling. The brand’s signature is drawn from the symbolism of the lotus — timeless, graceful, and powerfully feminine.
From bold statement pieces to delicately refined silhouettes, D•REN’s collections are a fusion of luxury, vintage flair, and architectural elegance. Each creation embodies exceptional craftsmanship, blending ancient techniques with modern technology to present high jewellery in a never-seen- before narrative.
An Experience in ‘Silent Luxury’
D•REN isn’t just jewellery — it is a curated experience. The boutique’s interiors are styled in muted opulence, with tones of vintage gold, ivory blush, and sage green echoing the brand’s visual identity. With a focus on by-invite-only unveilings and bespoke client interactions, D•REN celebrates silent luxury — understated, intentional, unforgettable.
Arvind Swamy — The Face of AVR Swarna Mahal Group
In a landmark association, renowned actor and style icon Arvind Swamy joins as the Brand
Ambassador of AVR Swarna Mahal Group.
“I am drawn to D•REN’s commitment to craftsmanship, innovation, and elegance. The brand’s philosophy resonates with my own values,” says Arvind Swamy. “AVR Swarna Mahal has an unmatched legacy — D•REN is a natural evolution that represents the future of Indian high jewellery to the world.”
Meet the Visionaries Behind D•REN
The launch of D•REN is led by the fifth generation of the AVR Swarna Mahal legacy, under the strategic guidance of:
* A.B.S. Sanjjay – Managing Director
* S. Saumyha – Joint Managing Director
* A.V.R. Siddhanth – Director
* A.V.R. Shree Smaran – Director
Together, they envision taking the heritage of AVR Swarna Mahal to global heights through this elevated brand expression.
A.B.S. Sanjjay – Managing Director
“With D•REN, we are setting a new benchmark in the high jewellery segment. It is not merely about creating jewellery, but crafting an experience that speaks to the soul — something that defines who you are and what you stand for.”
S. Saumyha – Joint Managing Director
“D•REN is about silent luxury — a feeling of elegance that doesn’t need to shout. It’s about confidence, timeless femininity, and individuality. We’ve designed every touchpoint to reflect that ethos.”
A.V.R. Siddhanth – Director
“This is our design revolution. D•REN is where grit meets grace, tradition meets innovation. Our collections tell stories — from stars to cities — and are crafted to resonate with modern connoisseurs who seek depth and distinction.”
A.V.R. Shree Smaran – Director
“We’re proud to launch D•REN at Chennai. This brand is just the beginning — a launchpad to take Indian artistry and high jewellery to the world. D•REN is a promise that every masterpiece has a story waiting to be worn.”
The Collection: A Journey of Discovery
D•REN’s debut collections invite you on a journey — from cosmic wonders to global artistry. The house presents three key thematic chapters:
1. Pret – Effortless elegance for everyday opulence
2. Haute Couture – Dramatic, high-fashion pieces with sculptural artistry
3. High Jewellery – Masterpieces with rare diamonds, rubies, emeralds, and sapphires,
handcrafted to perfection
Expect pieces inspired by Travel Around the Universe and Travel Around the World with
Various Artists — with every creation crafted to evoke wonder. Join the Movement
The launch of D•REN isn’t just the opening of a boutique — it is the dawn of a new chapter in Indian high jewellery. With global ambitions and rooted in tradition, D•REN is ready to take its place among the finest luxury brands in the world.
GlamBuzz
Kriti Sanon Celebrates ‘Furever Sibling’ as GIVA Launches Its New Pet Collection For Raksha Bandhan
As India’s Love For Pets Continues To Grow, GIVA Invites Families To Include Their Four-Legged Companions In This Year’s Raksha Bandhan Celebrations
This Raksha Bandhan, GIVA is celebrating the siblings who make life complete whether they walk on two legs or four. With its latest campaign, Furever Sibling, the brand shines a light on the unconditional love shared with pets while spotlighting its newly launched Pet Collection, created for modern pet parents who consider their furry companions family.
Featuring brand ambassador Kriti Sanon, the digital film beautifully captures the essence of Raksha Bandhan. The film opens with Kriti tying a rakhi to her brother, celebrating the timeless tradition of sibling love. But in a heartwarming twist, she doesn’t forget their furry brother, bringing him into the celebration and reminding us that some of the strongest sibling bonds come with wagging tails and wet noses.
With Furever Sibling – The Pawfect Bond, Crafted in Silver, GIVA celebrates a new generation of relationships that extend beyond convention. Inspired by the growing love people have for their pets, the newly launched Pet Collection features thoughtfully designed jewellery and accessories that honour these irreplaceable companions and the joy they bring into our lives.
Speaking about the campaign, Resha Jain, Chief Brand Officer, GIVA, said:
“At GIVA, we’ve always believed jewellery is more than an accessory, it’s a symbol of the relationships that shape our lives. Raksha Bandhan is a celebration of the love, protection, and countless memories siblings create together. With Furever Sibling, we wanted to honour this timeless bond while recognising that, for many today, siblinghood extends to the furry companions who become an inseparable part of our families.
Inspired by this evolving definition of family, we’ve introduced our Pet Collection, featuring pure silver personalised Tag Pet Charms that help pet parents celebrate their four-legged siblings in a meaningful way. Alongside our thoughtfully crafted pure silver rakhis for brothers and sisters, the collection reflects our belief that every bond deserves to be celebrated and sealed in silver. Whether it’s a sibling by birth or a sibling by paw, we’re proud to create jewellery that celebrates the relationships that stay with us forever.”
As the way India celebrates continues to evolve, gifting has become more personal and reflective of the relationships that matter most. GIVA’s Raksha Bandhan collection embraces this shift with thoughtfully curated gifts for every sibling from sterling silver rakhis and personalised jewellery to everyday silver pieces, gold jewellery, lab-grown diamonds, and the all-new Pet Collection.
The Furever Sibling campaign is now live across GIVA’s digital platforms and will be amplified through creator collaborations, social storytelling, and festive gifting experiences across the brand’s online and offline channels.
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