BrandBuzz
Irasva Unveils ‘Rüh’: A Soulful Bridal Collection Inspired by Pichwai Art
Luxury diamond jewellery house Irasva has launched Rüh, its newest bridal capsule collection that draws deep inspiration from Pichwai art — the 400-year-old sacred painting tradition originating in Nathdwara, Rajasthan. Designed to reimagine bridal jewellery as wearable heirlooms, Rüh reflects a soulful blend of heritage, symbolism, and modern aesthetics.
Staying true to Irasva’s ethos of merging contemporary design with Indian heritage, Rüh transforms sacred motifs and spiritual symbolism into fine jewellery crafted not only for the bride but also for her mother, sisters, and bridesmaids. Each piece is meticulously hand-painted by skilled artisans using miniature brush techniques — a tribute to the intricate artistry of Pichwai paintings.
The collection incorporates symbolic elements such as:
- Lotus blooms – representing purity and spiritual awakening,
- Tree branches – symbolising rootedness and personal growth, and
- A deep cosmic blue backdrop – evoking the divine connection to Lord Krishna.
These motifs aren’t just decorative; they embody the emotional and spiritual essence of the Indian bridal journey, making Rüh a deeply meaningful offering for modern women seeking more than just adornment.
“The Rüh Collection is a tribute to the soul of Indian heritage — delicate yet powerful, intricate yet intentional. Inspired by the Pichwai art technique, each piece draws from sacred motifs like the lotus and the kadamba tree — symbols of purity, growth, and divine connection. Rüh is not just adornment, it is the soul made visible,” said Leshna Shah, Founder & Creative Director of Irasva.
Rüh is part of Irasva’s broader bridal portfolio, which also includes:
- Amara – classic silhouettes symbolising eternal love,
- Polki – evoking the regal splendour of the Mughal era, and
- Diamond Bridal Jewellery – reflecting modern elegance with timeless appeal.
With this launch, Irasva once again demonstrates its commitment to reviving Indian heritage through thoughtful, design-forward innovation. Rüh positions jewellery not just as a fashion or ceremonial element, but as a powerful emotional expression and legacy — jewellery that begins its story on a bride’s special day and continues through a lifetime of cherished moments.
BrandBuzz
VBJ SINCE 1900 Fiesting Over 2000 Unique Jhumka Designs
VBJ Since 1900 celebrates India’s timeless love for jhumkas with its grand Jhumka Festival, showcasing over 2,000 exquisite designs that blend heritage craftsmanship with modern elegance, extending the celebration through December.
VBJ Since 1900 (Vummidi Bangaru Jewellers) India’s most trusted heirloom jewellery brand continues to captivate jewellery connoisseurs with its Jhumka Festival – the flavour of the season giving patrons a further chance to experience the timeless charm reimagined for today’s generation.
The Jhumka Festival celebrates India’s enduring love for the iconic earrings. Featuring over 2,000 unique designs across the categories, gold, silver, diamond and platinum capturing the intricate artistry and timeless craftsmanship. Blending filigree, temple-inspired motifs and modern silhouettes, each piece is a symphony of creating balance between heritage and contemporary elegance.
Speaking about the festival, Amarendran Vummidi, Managing Partner, VBJ Since 1900, said, “For 125 years, VBJ has honoured India’s jewellery traditions while evolving with changing times. This festival elevates the jhumka from a staple to a hero piece – crafted for movement, identity, and expression.”
Jithendra Vummidi, Managing Partner, VBJ Since 1900, added, “A jhumka is more than an ornament – it holds memory, character, and emotion. With this festival, we celebrate a form that resonates across generations, offering timelessness with relevance.”
As a fifth-generation family-run brand, VBJ Since 1900 takes immense pride in its role as the makers of the historic Sengol (sceptre) – a sacred symbol of India’s democratic journey. Discovered after 72 years, the Sengol was meticulously researched and identified by the VBJ team before being installed beside the Speaker’s chair in India’s new Parliament building. Much like the Sengol, the Jhumka Festival stands as a reflection of VBJ’s continuing mission to honour legacy through artistry and celebrate the stories that shape India’s cultural heritage.
During the festive season of Golu and Diwali last month, VBJ witnessed an overwhelming response to its Jhumka Festival – as customers embraced unique designs that seamlessly blend heritage with contemporary charm. Extending the festival till the mid of December is VBJ’s way of celebrating that continued love and demand. Building on this festive momentum, VBJ also showcased the Jhumka’s at Ignition,held at the ITC Grand Chola.
Through the Jhumka Festival, VBJ Since 1900 celebrates heritage and innovation. The collection, available at VBJ stores in Anna Salai and Anna Nagar as well as online, offers select customisation – continuing the brand’s legacy of timeless elegance and bespoke service.
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