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Before You Buy Gold, Follow the Golden Rule: #PehlaCheckIAGES

Titled #PehlaCheckIAGES, this landmark initiative spreads awareness among India’s gold buyers on how making a jewellery purchase only from IAGES-accredited retailers will assure them of ethical business practises, transparency and authenticity across the entire gold value chain

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The Indian Association for Gold Excellence and Standards (IAGES), a Self-Regulatory Organisation established by and for the Indian gold industry, has unveiled an exciting new campaign #PehlaCheckIAGES to elevate gold industry standards across the country.

The IAGES framework of accreditation was formed with a vision to set the highest standards of integrity and excellence across the entire gold value chain, which includes refining, bullion trading, manufacturing, assaying and hallmarking, retailing to digital gold retailing. Among the key objectives of the organisation are to build credibility, compliance and trust, while also enabling capacity and market development across the sector.

With millions of Indians purchasing gold during milestone celebrations and festivals, the IAGES campaign seeks to reshape consumer behaviour. It encourages buyers to ‘#PehlaCheckIAGES’ through the organisation’s accredited partner directory, website, or toll-free helpline before making any gold purchase.

“#PehlaCheckIAGES gives consumers a choice to make a gold purchase with their eyes closed at an accredited jeweller! We are grateful to partners who have taken the first step to become IAGES accredited. While the current list of accredited partners is on our website, I am happy that many more retailers from across the country are joining. My message to Gold buyers is clear – BIS Hallmark gives you confidence of metal purity, while IAGES gives you confidence on integrity and ethical practices of the seller,” says Kaushlendra Sinha, CEO of IAGES.

For gold jewellers and businesses, an IAGES accreditation reflects verified practises, ethical conduct, operational excellence and consumer trust, while for consumers, it provides assurance, transparency, and confidence in every gold purchase. Maharashtra-based jewellers including Waman Hari Pethe, Anmol Jewellers, Antara Gold & Diamonds, and Om Jewellers are among the first in the country to obtain the IAGES accreditation, with many others across India now following suit.

This consumer centric initiative by IAGES encourages consumers to follow the golden rule before every jewellery purchase to #PehlaCheckIAGES.

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National News

Harit Zaveri Jewellers Celebrates A Bride’s Royal Spirit In An Indian Wedding With Its New Polki Collection

A Celebration Of Regal Femininity, Heirloom Craftsmanship, and The Refreshing Depth Of Emeralds.

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June 2026 A bride’s jewellery is never merely ornamental, it carries sentiment, memory, and the quiet power of tradition. With its newest Polki Collection, Harit Zaveri Jewellers introduces a refined take on royal Indian bridal jewellery, thoughtfully designed for the modern bride who embraces heritage while expressing her individuality with confidence and grace.

Crafted between 18kt to 14kt gold and enriched by Emeralds, Harit Zaveri Jewellers Polki collection celebrates a bride in her most transformative moment – poised between reflection and becoming. Every jewellery piece in the collection is designed to accompany her through this pause.

At the heart of the collection lies the richness of polki craftsmanship – raw, uncut diamonds admired for their old-world charm and regal appeal, long associated with royal Indian heirlooms. Paired with vivid emeralds, known to symbolise renewal, harmony, love, and abundance, the collection brings together heritage and elegance. The richness of green emeralds adds depth and freshness, creating jewels that feel both classic and strikingly modern.

The collection features an expansive range of statement and versatile pieces including necklaces, kadas, rings, earrings, and bridal sets, thoughtfully embellished with emeralds, pearls, and polki detailing.

This collection from Harit Zaveri Jewellers compliments classic reds and heritage weaves to contemporary ivories, pastels, and couture silhouettes. Whether layered with a traditional lehenga, paired with a modern sari drape, or styled for intimate pre-wedding celebrations, these pieces seamlessly adapt while elevating every bridal look with a quiet majesty.

These pieces are envisioned as modern heirlooms, where meticulous craftsmanship, precious materials, and timeless artistry come together to create pieces worthy of being passed down through generations.

Harit Zaveri, Joint Managing Director at Harit Zaveri Jewellers said:

“At Harit Zaveri Jewellers, we have always believed bridal jewellery should feel personal, something that reflects a bride’s story and individuality. Many of our clients naturally gravitate towards one-of-a-kind pieces that resonate with their personality and become part of their memories for years to come. With this Polki collection, we wanted to celebrate craftsmanship with the richness of emeralds, a stone that beautifully complements a variety of bridal colours and effortlessly completes a look. Above all, quality remains at the heart of everything we create because we believe jewellery should feel as enduring as the memories and moments attached to it.”

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