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Breaking the Mold: Men’s Jewellery Becomes the New Creative Frontier

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For decades, Indian jewellery advertising revolved around brides, tradition, and heirloom glamour. But the narrative is shifting — fast. The global men’s jewellery market, valued at $48.5 billion in 2024, is projected to reach $75.9 billion by 2034, fuelled by cultural evolution, celebrity influence, and the rise of jewellery as personal expression.

In India and the Asia-Pacific region, this trend is even more pronounced. Urban, fashion-forward consumers with growing spending power are embracing jewellery as an extension of identity. As a result, men’s jewellery is no longer a niche — it is becoming one of the most dynamic creative spaces in advertising today.

Brands are moving beyond selling accessories; they are reshaping modern masculinity, crafting fresh visual stories, and redefining aspiration. Jewellery is no longer static — it is identity, narrative, and performance. And as men’s jewellery becomes more expressive and fluid, creativity becomes the ultimate differentiator.

Here are some standout brands and celebrities redefining the men’s jewellery movement:

Allu Sirish Makes a Statement with Kishandas Jewellery

Actor Allu Sirish, accompanied by fiancée Nayanika, wore a striking choker by Kishandas Jewellery during their engagement.
The choice reflects a growing acceptance of ornate, expressive pieces for men on special occasions.

A bold move — and a beautiful nod to heritage craftsmanship.

Lakshya Lalwani embodies timeless royalty in Tyaani by Karan Johar

Regal charm meets heritage craftsmanship as Lakshya Lalwani brings alive Tyaani’s signature Polki elegance. The campaign, curated by Tyaani by Karan Johar, showcases a modern yet royal interpretation of uncut diamonds — a fresh take on masculine luxury.

MEN’S EDIT: THE POWER OF BRILLIANCE — Fiona Diamonds

Fiona Diamonds presents The Men’s Edit — a collection where precision craftsmanship meets quiet confidence.
Every diamond link embodies power, presence, and purpose, redefining what modern masculine luxury looks like.

GIVA — Silver, Gold & Lab-Grown Diamonds for the Modern Man

With a playful yet powerful tone, GIVA taps into contemporary trends:
“Men who wear silver earrings are 99% hotter. We don’t make the rules.”

Their men’s line offers bracelets, chains, rings, earrings, and LGD creations that blend strength, individuality, and subtle elegance.

Perfect for gifting — or for the man who owns his shine.

Mohanlal x Vinsmera — Breaking Stereotypes, Embracing Fluidity

Superstar Mohanlal, the face of Vinsmera, captures the brand’s vision of evolving jewellery culture beyond boundaries.
In the campaign, he gracefully wears traditionally women’s jewellery, normalising the idea that adornment has no gender.

Vinsmera’s entry into India focuses on diversity, inclusivity, and a bold reimagining of men’s jewellery.

Men’s Jewellery: Not Just an Accessory, but a Movement

From Polki chokers to diamond links, from gender-fluid styling to modern silver edits — men’s jewellery is evolving into an aspirational, expressive category with limitless creative potential.

And as this space grows, each campaign becomes an opportunity to rewrite not just style — but perception.

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GlamBuzz

#ViRosh Ki Shaadi: Rashmika Mandanna & Vijay Deverakonda Celebrate Love with Temple Gold & Timeless Tradition

An intimate 26th February 2026 wedding at ITC Mementos, Udaipur blended Telugu and Kodava rituals in a powerful tribute to heritage, craftsmanship and sacred symbolism.

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In a season dominated by highly stylised celebrity weddings, #ViRosh chose something far more enduring — authenticity. On 26th February 2026, Rashmika Mandanna and Vijay Deverakonda tied the knot in an intimate ceremony at ITC Mementos Udaipur, where ritual took precedence over spectacle.

The morning ceremony honoured Vijay’s Telugu roots, steeped in temple traditions and Vedic customs. By evening, the celebrations paid homage to Rashmika’s Kodava heritage from Coorg, creating a rare cultural confluence that felt deeply personal rather than performative.

For the wedding of Rashmika Mandanna and Vijay Deverakonda, our master artisans dedicated 10 months to handcrafting a bespoke collection that honors tradition while embracing modern grandeur.

The Bride: Rashmika Mandana – Temple Architecture in Motion

  • Intricate Jhumkas: Capturing the essence of divine grace.
  • Statement Bangles & Hathphool: Articulating elegance in every movement.
  • Ornate Hair Ornaments: A crowning touch to a legendary bridal look

Rashmika’s bridal ensemble was not just attire — it was storytelling in silk and gold.

She wore a rich rust saree edged with a striking red border, its weave adorned with temple-inspired motifs reminiscent of South Indian architecture. The embroidery mirrored sacred geometry often seen in Hyderabad’s heritage structures, giving the drape a quiet spiritual gravitas.

Her jewellery, exclusively crafted by Shree Jewellers, was a masterclass in classical artistry. Deep nakshi engraving and intricate rava granulation defined each piece. She layered a traditional choker with long harams, paired with ornate jhumkas, champasaralu, a regal mathapatti, stacked bangles, bajuband, an elaborate waist belt, anklets, a delicate nose pin and hathphool. The unmistakable jada billa adorned her braid, completing the temple aesthetic.

The effect was powerful yet graceful. Her natural makeup allowed the gold and textile craftsmanship to speak uninterrupted. The look felt timeless — untouched by fleeting bridal trends.

The Groom: Vijay Deverakonda – Gold as Authority

Vijay’s wedding attire echoed ceremony-first elegance. Draped in a white dhoti and layered with a rich red silk angavastram, he embodied classic South Indian wedding aesthetics with commanding simplicity.

But it was his jewellery that transformed the look into something unforgettable.

Also designed by Shree Jewellers, his temple-inspired gold pieces featured bold nakshi engraving and symbolic motifs. A grand haram rested across his chest, detailed with mythological elements and circular medallions. He paired it with a kasu mala and a long layered haar, creating depth and stature.

  • Custom Cuffs & Earrings: Bold, structured, and refined.
  • Exquisite Hip Belt: A rare masterpiece of gold craftsmanship that anchors the traditional look with a modern edge

His wrists bore an elaborate gold kada cuff, complemented by a bajuband and even traditional earrings. A broad oddiyanam belt cinched the dhoti, while subtle elephant and tiger motifs — symbolising wisdom and strength — were etched into the craftsmanship. Every detail felt intentional. Nothing ornamental. Everything meaningful.

Heavy gold. Sacred reds. Strong temple influences. The visual narrative of the wedding was clear — culture first, spectacle second.

In an era where weddings are often designed for viral moments, #ViRosh delivered something refreshingly grounded. The imagery that emerged did not rely on dramatic posing or stylised theatrics. Instead, it captured gold catching the morning light, rituals unfolding naturally, and a couple fully present in their moment.

This was not fashion disguised as tradition. It was tradition elevated by craftsmanship.

More than a celebrity union, the wedding of Rashmika and Vijay reaffirmed a timeless truth: in Indian weddings, jewellery is never just adornment. It is ancestry, artistry and identity — worn proudly, and passed forward.

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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.

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