BrandBuzz
DiAi Designs Unveils a Festive-Season Drop with Non-Flip LiteString™ Tennis and Cushion Diamond Collections
Marks the year-end with design-led jewellery crafted for celebration, gifting, and everyday elegance
DiAi Designs, a fine diamond jewellery brand specialising in lab-grown diamonds, has unveiled two new collections—the non-flip LiteString™ Tennis Collection and the Cushion Diamond Collection—as a festive-season drop. Among the early pioneers of lab-grown diamond jewellery in India, the brand introduces the collections as part of its year-end offerings, designed to move effortlessly from celebrations to everyday wear.
The LiteString™ Tennis Collection anchors the festive launch with a functional innovation suited to long days, gatherings, and occasions that extend well into the night. Addressing a long-standing challenge in tennis jewellery, the collection features a non-flip construction that allows each piece to sit consistently on the body without twisting or turning. Designed to use minimal gold while maximising sparkle, LiteString™ is a thoughtful response to rising gold prices, offering refined brilliance without excess weight or material. The range includes the LiteString™ Half Diamond Tennis Necklace and the LiteString™ Classic Diamond Tennis Bracelet, both defined by clean lines and a subtle, continuous sparkle. The LiteString™ Half Rainbow Tennis Necklace and LiteString™ Rainbow Tennis Bracelet add a refined play of coloured diamonds, introducing warmth and individuality while retaining understated elegance.
Complementing this is the Cushion Diamond Collection, which brings a softer, slightly vintage sensibility to the festive season through sculpted gold and fluid design. Blending classic influence with contemporary styling, the collection includes statement pieces such as the Vintage Elongated Cushion Ring. Wave-inspired designs—including the Gold Wave Ring, Diamond Wave Ring, Cushion Wave Ring, and Cushion Wave Ring Stack—introduce movement and softness, making the pieces well suited to occasion dressing while remaining easy to wear beyond the season.
The festive drop also extends into necklaces and earrings designed for versatility and gifting. The Gold Collar Necklace offers a strong yet refined silhouette for celebratory dressing, while the Diamond Bubble Letter Pendant and Cushion Gold Frame Pendant introduce personal, modern accents. Earrings such as the Cushion Dangler Huggies, Twisted Gold Ear Jacket, and Cushion Prong Studs complete the range, designed to transition seamlessly from festive gatherings to everyday styling.
Commenting on the festive-season launch, Disha Shah, Founder of DiAi Designs, said, “The festive season is about moments that linger, and I wanted these collections to feel effortless and enduring rather than tied to a single occasion. The non-flip construction of the LiteString™ Tennis Collection allows the jewellery to sit exactly as intended, so it can be worn through long celebrations without distraction.
With the Cushion Diamond Collection, we explored a softer, more vintage sensibility—where movement, proportion, and form feel natural and timeless. Both collections are designed to be gifted, worn, and lived in long after the season ends.”
With this festive-season release, DiAi Designs continues to strengthen its position as a design-led brand in the lab-grown diamond space. Rooted in thoughtful craftsmanship and modern luxury, the brand creates jewellery designed to accompany both celebrations and everyday life.
BrandBuzz
Bhima Gold Marks 100 Years with “Together Purever” – A Centenary Film Honouring Legacy, Togetherness, and the Circle of Life
A cultural tribute that reflects Bhima’s enduring values across generations, relationships, and shared journeys
Bhima Gold, one of South India’s most respected and enduring jewellery houses, today marked a historic milestone of 100 years with the release of “Together Purever,” a centenary film that captures the brand’s philosophy of togetherness, continuity, and shared legacy.
Conceived as a cultural narrative rather than a conventional brand film, Together Purever mirrors Bhima’s own century-long journey alongside families, traditions, and evolving identities. It reflects how the brand has remained woven into the lives of generations – quietly present through moments of celebration, transition and belonging.
Anchored in the idea that life moves in circles, the film draws inspiration from the Circle of Life, tracing transitions from childhood to womanhood, from nurturing to protecting, from dreaming to healing. Through evocative visual chapters such as The Divine Mother, The Protector, The Dancer, The Healer, and The Dreamer, the film explores the many roles that define individual and collective existence. These chapters symbolise transformation not just at a personal level, but also the bonds that connect generations through time.
At the heart of the film is a symbolic tribute to the divine feminine – embodying strength, creation, compassion, and resilience. Her journey reflects the evolving roles of women across generations, resonating deeply with Bhima’s belief that jewellery is far more than adornment. It is a silent witness to life’s milestones, emotions, and transitions – carried forward from one generation to the next.
The narrative is further elevated by a lyrical composition rooted in classical Indian thought and philosophy. The verses speak of inner strength, shared dreams, courage, and collective progress, reinforcing the central message that growth, fulfilment and legacy are most meaningful when experienced together.
Together Purever stands as a reflection of Bhima’s 100-year legacy – one built not only on craftsmanship and purity, but on relationships nurtured over time. As families evolved, traditions adapted and generations changed, Bhima remained a constant presence, rooted in values that transcend eras. With the release of this centenary film, Bhima Gold reaffirms its belief that legacy is not measured in years alone, but in the lives touched, stories shared and values passed forward. Together Purever is an ode to continuity – where the past, present and future remain forever connected.
A tremendously exciting time to be in India : Al Cook, CEO- De Beers Group
Bhima Gold Marks 100 Years with “Together Purever” – A Centenary Film Honouring Legacy, Togetherness, and the Circle of Life
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