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 Joins GIVA As Investor and Brand Ambassador
Move Marks A Strategic Partnership As GIVA Strengthens Its Position In India’s Fast-Growing Fine Jewellery Market
GIVA, India’s leading fine jewellery brand, today announced National Award-winning actor and entrepreneur Kriti Sanon as both Brand Ambassador and Strategic Investor, marking a significant milestone in the company’s growth journey.
The announcement builds on GIVA’s recent campaign launch with Kriti Sanon, Style, Sealed in Silver, signalling a deeper long-term association between the actor and the brand. Beyond capital, Kriti’s association with GIVA will extend across brand-building, collection design inputs, and consumer engagement, leveraging her strong understanding of fashion, culture, and aspirational young audiences as the brand enters its next phase of growth.
Today, the brand is increasingly focused on a new generation of consumers who view jewellery as an extension of personal style, aspirational, design-led, and made for everyday expression rather than just occasions.
Over the last six years, GIVA has emerged as one of India’s fastest-growing omnichannel jewellery brands, with a rapidly expanding footprint across silver jewellery, gold, and lab-grown diamonds. Today, the brand operates over 300+ stores across the country and Sri Lanka and has built a strong connection with young Indian consumers looking for jewellery that feels personal, expressive, and worn beyond occasion.
Founded in 2019 by Ishendra Agarwal and Nikita Prasad, GIVA entered the market with a clear thesis that India lacked a strong, organised player in the everyday fine silver jewellery category. At a time when silver jewellery remained fragmented and largely occasion-led, GIVA built a design-forward brand focused on young consumers seeking authentic, accessible jewellery they could wear every day.
Speaking on the announcement, Ishendra Agarwal, Founder, GIVA, said:
“Kriti joining GIVA as both ambassador and investor marks a strategic milestone for the brand. She strongly resonates with the new generation of consumers confident, expressive, and deeply individualistic that GIVA is building for. Her investment reflects a shared belief in our long-term vision and the future of design-led fine jewellery in India. Over the years, GIVA has built a strong emotional connection with consumers, and we are excited to have Kriti partner with us as we enter our next phase of growth.”
Speaking about the partnership, Kriti Sanon said:
“What drew me to GIVA was never just the jewellery, it was the conviction behind the brand. From the very beginning, GIVA understood something that many miss: that young India doesn’t want to be dressed, they want to express. And GIVA has built a language for that. By the time we started discussing a partnership, I already believed deeply in the vision. I’ve watched this brand earn real trust, real love, and I wanted to be part of what comes next. And as an investor, I’m here to help shape what it becomes, bringing my instincts around fashion, storytelling, and design to a brand I genuinely believe in.”
Kriti’s strategic investment comes on the heels of GIVA’s ₹530 crore Series C round led by Creaegis, with participation from Premji Invest, Epiq Capital, and Edelweiss Discovery Fund capital being deployed towards retail expansion, technology, supply chain strengthening, and growth in newer categories including lab-grown diamonds.
With design, distribution, and now a deeper creative partnership at its core, GIVA is building towards becoming the defining fine jewellery brand for a new generation of Indian consumers.
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