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
Ashth Prive’s New Udaya collection Turns the Geometry of Rani ki Vav into Radiant High Jewellery
Luxury jewellery brand Ashth introduces Udaya, a high-jewellery collection that transforms India’s architectural poetry into radiant, sculptural jewels.
Drawing inspiration from the monumental stepwell Rani ki Vav, Udaya captures its geometry, layered depths and ornate carvings. Commissioned in the 11th century by Queen Udayamati, the stepwell gradually reveals its architectural brilliance as one descends through its sculpted corridors, a sense of discovery that forms the conceptual foundation of the Udaya collection.
Each jewel features 7–13 carat portrait-cut and rose-cut diamonds, known for their crystal-clear surfaces. Beneath these luminous stones lies a hidden world – meticulously hand-engraved gold motifs inspired by the architectural patterns of Rani ki Vav. As light passes through the diamond window-like surfaces, the engravings emerge from beneath, creating an extraordinary visual effect where the jewel reveals its architecture from within.

The collection embraces pattern maximalism anchored in precision, drawing from the rhythmic symmetry of Patola weaving. Repetition, proportion and balance translate into engraved latticework. Pearls, textured gold surfaces, and diamond details add layers of dimension.


A limited edition range, each piece is IGI-certified and BIS hallmarked, reflecting Ashth’s commitment to quality alongside its philosophy of responsible luxury.
Designed to move seamlessly across occasions and wardrobes, the pieces from Udaya lend themselves to versatile styling. Whether paired with the intricate elegance of a Patola sari or styled with contemporary silhouettes, the jewels create a striking visual dialogue between tradition and modernity. These pieces subtly reveal themselves as the wearer moves, making each piece both statement-making and deeply personal.

“Design has always been at the heart of Ashth. With Udaya, we explored the idea of depth, inspired by the layered architecture of Rani ki Vav. By combining portrait and rose-cut diamonds with hand-engraved gold surfaces beneath, we’ve created jewellery where light becomes a medium to reveal craftsmanship. The collection reflects our approach to luxury – thoughtful, architectural, and deeply rooted in storytelling.” shares Kaivan Shah, Co-founder of Ashth
Guided by its philosophy ‘Mine. Not Mined.’, Ashth continues to reshape modern luxury — blending conscious diamonds, Indian storytelling, and bold design innovation into jewels that feel as timeless as the monuments that inspire them.







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