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.

Laxmi Diamonds Bengaluru unveiled a  state-of-the-art factory and R&D centre at MIDC, Andheri East,Mumbai with the who’s who of GJ industry in attendance.The formal inauguration was conducted by Chief Guests Kirit Bhansali, Chairman -GJEPC, Prithviraj Kothari, National President IBJA, Rajesh Rokde, Chairman -GJC along with Saiyam Mehra, IPC- GJC, Sriram Natarajan, MD – GIA India, Sanjay Kothari, Past Chairman GJEPC, Colin Shah, Past  Chairman GJEPC, Uday Chinai, BVC, Dilip Shah, Veer Gems, Sahil Mehra, GJC, Surendra Mehta, National Secretary IBJA and numerous dignitaries from GJ industry. Representing Laxmi Diamonds, Bengaluru were Dr Chetan Kumar Mehta, Deepak Mehta ,  Shubham Mehta and Bharat Mehta.

Speaking at the inauguration, Dr Chetan Kumar Mehta, CMD – Laxmi Diamonds, Bengaluru said, “Today marks a significant milestone for all of us at Laxmi Diamonds, as we proudly inaugurate our new state-of-the-art factory and R&D Centre in MIDC, Mumbai. Close-setting diamond jewellery, a design rooted in South Indian tradition with a 5000 year legacy, has long been a hallmark of cultural craftsmanship.

This factory is dedicated to our valued clients, whose unwavering support has been instrumental in our journey. It will serve as a hub for cutting-edge research, creativity, and the development of designs that blend tradition with modernity. We are deeply grateful to our industry peers, artisans, supporters, friends, and family. Your belief in our vision fuels our growth and strengthens the future of our craft.With this new centre, we are not only investing in infrastructure — we are investing in the cultural legacy of diamond jewellery and the continued growth of the industry.”

Malabar Gold & Diamonds has inaugurated its latest showroom in Bagalkot, Karnataka. Designed to offer customers a world-class shopping experience, the showroom features an exquisite collection of jewellery across diverse designs and styles. This new showroom marks the brand’s 42nd in Karnataka, including 21 showrooms in Bengaluru. The grand inauguration was held in the presence of cine actress Srinidhi Shetty and Filsor Babu, Regional head – Karnataka along with members of the management team, valued customers, and well-wishers.

With a global presence of over 400 showrooms across 13 countries—including India, the Middle East, the USA, the UK, Canada, and Australia—Malabar Gold & Diamonds is known for its wide-ranging collections, exceptional quality, and customer-centric approach.

The showroom offers an extensive collection of gold, diamond, platinum, and gemstone jewellery to suit various tastes and occasions. From traditional designs that reflect India’s rich heritage to modern styles catering to contemporary sensibilities, the showroom caters to a broad spectrum of preferences.

The showroom is designed to offer a seamless shopping experience, featuring elegant displays and a well-trained team to assist customers in selecting their ideal jewellery. This launch reinforces Malabar Gold & Diamonds’ vision of becoming the world’s most preferred jeweller by combining traditional craftsmanship with innovation while prioritising sustainability and social responsibility.

Speaking on the occasion, MP Ahammed, chairman of Malabar Group, said, “We are thrilled to announce the launch of our new showroom in Bagalkot. At Malabar Gold & Diamonds, we take pride in creating jewellery that celebrates intricacy and artisanship. With an unwavering commitment to quality, ethical business practices, and customer satisfaction, we are excited to present our exceptional collections to the people of Bagalkot and look forward to giving them a premium shopping experience.”