BrandBuzz
Indriya by Aditya Birla Jewellery Unveils Fifth Store in Delhi with Exclusive Bridal Collection
Indriya, the prestigious jewellery brand under the Aditya Birla Group, has launched its fifth store in Delhi, located in the vibrant Pitampura area
The new store seamlessly combines traditional craftsmanship with modern design, offering a unique, immersive jewellery shopping experience. It features an exclusive kaarigari room and a bridal lounge, allowing customers to explore the intricate artistry and customization options available.
This new store also marks the debut of Indriya’s first bridal collection, which includes stunning designs of bangles, naths, mathapattis, haathphools, rings, and more. The collection caters to both minimalist and traditional tastes, capturing the evolving preferences of today’s brides. The store offers a personalized experience, where brides can discover exclusive designs, receive expert styling advice, and find the perfect jewellery for their special day.
Mr. Sandeep Kohli, CEO of Indriya, shared, “Jewellery today is not just an investment—it’s a reflection of personal identity. At Indriya, we focus on unique designs, personalized services, and authentic regional influences. With the opening of our new store in Pitampura, we are proud to bring our craftsmanship to a new audience in this culturally rich and discerning neighbourhood. Our debut bridal collection is designed to resonate with women celebrating special moments, particularly weddings.”
BrandBuzz
UNTAME Launches In India With Versatile Everyday Fine Jewellery
UNTAME’s catalogue blends traditional hand-finishing with modern manufacturing techniques such as 3D printing, laser work, stamping, and channel-setting
Contemporary fine jewellery brand UNTAME has officially launched in India, debuting a portfolio of over 1,000 diamond designs tailored for daily wear. Led by founders Simoni and Sayam Shah and backed by five decades of industry heritage, the brand seeks to shift fine jewellery from special-occasion vaults into everyday wardrobes.
UNTAME’s catalogue blends traditional hand-finishing with modern manufacturing techniques such as 3D printing, laser work, stamping, and channel-setting. The product lineup emphasizes stackable, minimalist essentials—including delicate necklaces, chains, signets, tennis bracelets, and understated earrings—alongside bold statement pieces. In addition to ready-to-ship inventory, UNTAME offers bespoke customization with a four-to-six-week turnaround.
To capture diverse consumer aesthetics, the debut features distinct sub-collections:
HEIR: Distinctive, character-driven pieces designed to elevate daily outfits.
Hip Hop: Bold, unconventional styles with a contemporary edge.
Diwali Collection: A playful festive range inspired by the four suits of a card deck—Hearts, Diamonds, Clubs, and Spades.
By prioritizing versatility and accessible luxury, UNTAME positions itself at the forefront of modern Indian jewellery consumption, catering to buyers seeking self-expression and effortless styling across all settings.
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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.