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.