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Indriya, Aditya Birla Jewellery Launches ‘SMART GOLD EXCHANGE’

          India’s only jeweller offering full value on Gold, regardless of karatage

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Indriya, Aditya Birla Group’s jewellery brand today announced the launch of ‘SMART GOLD EXCHANGE,’ a pioneering scheme set to redefine the gold exchange experience for customers across India. Breaking traditional norms, Indriya now offers India’s only zero-deduction policy on old gold, ensuring customers receive the full value of their pre-owned gold, 14kt onwards, regardless of its karatage.

Customers can now bring in their old gold, whether 14kt or 22kt, and receive full value of its prevailing market value, with no hidden charges or deductions. This ground-breaking initiative places trust and transparency at the forefront, empowering customers to seamlessly upgrade their old jewellery and buy exquisite masterpiece jewellery.

Sandeep Kohli, CEO, Indriya said “At Indriya, we believe trust is the most precious element in every piece of jewellery. With this initiative, we are proud to offer our customers complete value for their old gold—without deductions, without hidden charges. It is our way of ensuring transparency, simplifying the upgrade journey, and welcoming them to experience the elegance of our latest collections with total confidence. This will also allow our consumers to effortlessly transform their existing gold into new designs, ensuring they always receive full value and the confidence that comes with it.”

This transformative ‘SMART GOLD EXCHANGE’ scheme is now available across all 25 Indriya stores spanning North, South, and West India, including five in Delhi; four in Hyderabad; three each in Mumbai and Pune; two each in Ahmedabad, Jaipur, and Patna; and one each in Indore, Surat, Andhra Pradesh, and Uttar Pradesh, reinforcing Indriya’s growing footprint and commitment to delivering exceptional value to consumers nationwide.

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Bvlgari Revives Its Iconic Gold & Steel Legacy With Bold New Jewellery Creations

The Roman Maison Reimagines Its Pioneering Fusion Of Gold and Stainless Steel Across B.Zero1, Tubogas and Serpenti Collections, Blending Heritage With Contemporary Innovation.

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Bvlgari has introduced its new Gold & Steel Collection, marking the return of one of the Roman maison’s most distinctive design signatures—the bold combination of precious gold and stainless steel. Rooted in the brand’s pioneering creative vision of the 1970s, the latest collection brings fresh interpretations to some of Bvlgari’s most iconic creations while celebrating its enduring legacy of innovation and craftsmanship.

The new collection presents a contemporary dialogue between heritage and modern design, spanning the sculptural elegance of B.zero1, the fluid artistry of Bvlgari Tubogas, and the striking Serpenti Tubogas Studs Capsule watch collection. Together, these creations reaffirm the maison’s commitment to pushing the boundaries of jewellery design while remaining deeply connected to its Roman roots.

At the heart of the launch are two new B.zero1 rings, available in two-band and four-band versions, designed to offer enhanced lightness, comfort and versatility for everyday wear. The collection also introduces a refined Bvlgari Tubogas jewellery set, complemented by high jewellery creations that showcase the maison’s signature craftsmanship and bold aesthetic.

For Bvlgari, the Gold & Steel concept is far more than an innovative combination of materials. It represents a distinctive creative philosophy that reflects the maison’s determination to define its own design language while continually expanding its artistic vocabulary through experimentation and technical excellence.

The collection also pays tribute to a defining moment in Bvlgari’s history. During the 1970s, the maison broke with convention by introducing stainless steel into the world of fine jewellery—a material traditionally associated with strength and durability but considered exceptionally challenging to shape using jewellery-making techniques. By pairing the industrial character of steel with the timeless nobility of gold, Bvlgari created an unexpected union of contrasting materials that redefined luxury jewellery and established a design language uniquely its own.

Long celebrated for its experimental spirit, distinctive aesthetics and ingenious craftsmanship, Bvlgari continues to evolve its most iconic collections through the Gold & Steel Collection, demonstrating how innovation and heritage can coexist to create timeless jewellery with a bold contemporary identity

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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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