National News
Emerald Jewel Industry launches a dazzling array of collections at IIJS Bharat Signature 2026
Emerald Jewel Industry marked a powerful presence at IIJS Bharat Signature 2026, unveiling an expansive and thoughtfully curated portfolio of jewellery collections that celebrate India’s cultural legacy while embracing cutting-edge design, technology, and contemporary lifestyles.
Award-Winning Creations Rooted in Heritage
At the heart of the showcase were two exceptional award pieces that paid tribute to India’s spiritual and literary richness.
The Brilliant Bharath – Tamil Tribute Kada stood out as a masterful ode to Tamil language and culture, inspired by the timeless wisdom of the Thirukkural. Featuring scroll-inspired artistry, intricate filigree Uyir Ezhuthukal, and inscriptions of “Valluvan” and “Vasuki,” the Kada symbolises virtue, prosperity, and love—celebrating India’s enduring artistic and literary heritage.
Equally captivating were the Krishna Butter Leela Earrings, playfully inspired by Lord Krishna’s iconic butter-stealing leela. Designed with Krishna reaching for a hanging pot of butter, the earrings feature exquisite plique-à-jour enamelling, lending a luminous, glass-like translucence. The piece joyfully blends devotion, traditional Tamil influences, and fine craftsmanship.
A Spectrum of Contemporary & Classic Collections
Emerald Jewel Industry introduced a wide-ranging assortment designed to meet evolving consumer sensibilities:
- Chiara: Rainbow-cut stones, contemporary textures, and playful colour accents for effortless modern styling.
- Imprez: Divine god motifs brought to life with refined detailing and modern manufacturing finesse.
- Minique: Sleek, lightweight jewellery designed for everyday elegance and superior comfort.
- Kalakriti: Intricate filigree-based designs inspired by antique traditions and timeless artistry.
- Men’s Collections: From Rudraksh and god motifs to medallions, CNC-crafted link bracelets, chain-type kadas, and modern lock-type kadas—designed for today’s men rooted in tradition.
Innovation in Craft, Technology & Materials
The showcase highlighted Emerald’s strength in innovation across gold, platinum, silver, gemstones, and advanced manufacturing techniques:
- Enamel Collection featuring Basse-taille, Plique-à-jour, and Cat Evil Eye enamelling
- Turkish Collection with new hanging laser-cut elements for added fluidity and depth
- 14 KT, 9 KT & Lightweight Casting Collections balancing durability, flexibility, and modern aesthetics
- Indiania Jewellery with hollow chains and pendants for graceful everyday wear
- Swarovski Collection offering dazzling, timeless appeal
- 3D Laser-Cut Designs showcasing sharp geometry and contemporary forms
- Butterfly-Inspired Collection celebrating transformation and femininity across generations
- Indo-Italian Chains fused with antique pendants for a modern-meets-heritage expression
Diamonds, Gemstones & Handcrafted Elegance
From heritage diamond pieces to modern gemstone innovations, the brand presented:
- Traditional diamond close-setting Atigai and lightweight close-setting harams
- Innovative gemstone collections including single-digit jewellery, new hole-setting chains, and vibrant play-of-colour designs
- A rich range of handmade lightweight jewellery—jhumkis, studs, mini chains, air-light designs, and ultra-light 4-gram collections
- The refined Sithara Collection featuring marquise-shaped stones with sparkling Sithara cuts
Platinum & Silver: Spirituality Meets Technology
Emerald Jewel Industry also expanded its offerings in platinum and silver:
- Platinum Tulsi and Rudraksha Chains & Bracelets, blending sacred symbolism with timeless strength
- Silver EF Collections, including hanging idols for car interiors, UV-printed enamel coins, direct casting enamel idols, and magnetic levitation floating idols
- Divya Darshanam, an immersive silver temple experience where technology brings Lord Venkateswara’s rituals to life
With this landmark showcase at IIJS Bharat Signature 2026, Emerald Jewel Industry reaffirmed its commitment to innovation, cultural storytelling, and excellence in craftsmanship—presenting jewellery that resonates across generations, markets, and modern lifestyles.
About Emerald Jewel Industry
Emerald Jewel Industry is a leading name in jewellery manufacturing, known for blending tradition, innovation, and advanced technology to create designs that inspire trust, elegance, and enduring value.
National News
MMTC-PAMP Appoints Sidharth Malhotra As Brand Ambassador
As Part Of The Association, Sidharth Will Lead MMTC-PAMP’s New Integrated Campaign, ‘Purest And More,’ Showcasing The Brand’s Expanding Portfolio Across Physical Precious Metals, Digital Investments and Responsible Gold Recycling.
MMTC-PAMP, India’s only London Bullion Market Association (LBMA)-accredited Good Delivery Gold & Silver refiner, today announced acclaimed actor Sidharth Malhotra as its Brand Ambassador, marking a significant milestone in the brand’s journey to strengthen its connection with a new generation of consumers. As part of the association, Sidharth will lead MMTC-PAMP’s new integrated campaign, ‘Purest And More,’ showcasing the brand’s expanding portfolio across physical precious metals, digital investments and responsible gold recycling.
The integrated campaign showcases MMTC-PAMP’s complete ecosystem, from 24K 999.9+ purest gold and silver coins and bars to digital gold and silver, gold recycling, online purchasing and assured buyback services. Through relatable, everyday moments and festive celebrations, the campaign reinforces MMTC-PAMP’s position as India’s most trusted precious metals brand while making gold ownership more relevant, accessible and convenient for today’s consumers.
Announcing the association, Samit Guha, Managing Director and CEO, MMTC-PAMP said:
“We are delighted to welcome Sidharth Malhotra to the MMTC-PAMP family. Sidharth has built a strong reputation through authenticity, credibility and a modern outlook—qualities that closely reflect the values of our brand. As one of India’s most admired and influential actors, he enjoys a deep connect across generations, making him an ideal ambassador as we continue expanding the reach of MMTC PAMP among both seasoned investors and first-time buyers.
This partnership comes at an exciting phase in our growth as we continue to redefine precious metals ownership through innovation, responsible sourcing and world-class quality. Through our ‘Purest And More’ campaign, we are showcasing how MMTC-PAMP today offers far more than physical gold—from digital investments and online buying to gold recycling and assured buyback—while remaining uncompromising on purity and trust.”
The campaign film unfolds through a series of relatable family moments around a wedding celebration, with Sidharth naturally introducing consumers to MMTC-PAMP’s diverse offerings. The storytelling highlights that every MMTC-PAMP offering is backed by the brand’s commitment to purity, trust and convenience while reinforcing its promise of “Purest And More.”
Speaking on the association, Sidharth Malhotra said:
“MMTC-PAMP has built a remarkable reputation for purity, trust and innovation, while also modernising the way people invest in and experience precious metals. Whether it’s celebrating life’s milestones, building long-term wealth or embracing more responsible choices through recycled gold, the brand continues to stay relevant for today’s consumers. I’m excited to be part of this journey and look forward to connecting with people through the ‘Purest And More’ campaign.”
The association brings together one of India’s most recognised actors with one of the country’s most trusted precious metals brands at a time when consumer interest in certified physical gold, digital gold and sustainable precious metals solutions continues to grow. With Sidharth Malhotra as the face of the brand, MMTC-PAMP aims to further strengthen its leadership position while deepening engagement with a younger, digitally connected audience.
The campaign will be amplified across television, digital platforms, social media, print, retail stores and e-commerce channels, with dedicated creatives highlighting key offerings including digital gold and silver, festive gifting, Virasat recycled gold, Akshaya Tritiya, Diwali and MMTC-PAMP’s certified purity credentials.
Link to the TVC (YouTube):
Link to the TVC (Instagram):https://www.instagram.com/p/DciH4s7tim5//
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