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Jewelbox Launches ‘Santa Turns Blue This Christmas’ campaign, Bringing a Contemporary Spin to Holiday Season

The lab-grown diamond brand reimagines festive storytelling with a blue Santa, immersive in-store experiences, and a modern Christmas collection across key Indian markets.

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Jewelbox, India’s contemporary lab-grown diamond jewellery brand, has launched its latest Christmas campaign, “Santa Turns Blue This Christmas”, offering a fresh, modern take on festive celebrations and gifting.

As part of the campaign, a blue Santa mascot will make appearances at select Jewelbox stores, creating moments of surprise and delight through interactive photo opportunities, festive visual installations, and curated in-store Christmas gifting cues. These experiential touchpoints aim to transform festive shopping into a memorable brand experience while driving stronger recall in a cluttered seasonal landscape.

The on-ground campaign is live and will run through Christmas week into the New Year to coincide with peak festive shopping periods. Activations are spanning across key Jewelbox markets including Delhi NCR, Bengaluru, Mumbai, and Kolkata, across high-footfall malls and select high-street locations.

Complementing the campaign is Jewelbox’s specially curated Christmas collection featuring diamond studs, pendants, stackable rings, bracelets, and solitaire-inspired designs. Designed for versatility and everyday elegance, the collection reflects the brand’s blue identity through clean lines, icy brilliance, and refined detailing ideal for both gifting and self-purchase.

Vidita Kochar

“At Jewelbox, we believe traditions can evolve while staying meaningful,” said Vidita Kochar Jain, Co-Founder, Jewelbox. “By reimagining Santa in blue—a colour that embodies clarity, elegance, trust, and innovation—we’re celebrating modern festive expression and understated elegance, reflecting the tastes of today’s design-conscious, self-expressive consumers.”

With “Santa Turns Blue This Christmas,” Jewelbox continues to redefine festive communication in the jewellery space by blending storytelling, contemporary design, and evolving consumer preferences.

 

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National News

Mahesh Notandass and Vandals Partner with Rohit Gandhi + Rahul Khanna for Noir Botanica

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Mahesh Notandass and Vandals served as the official jewellery partners for designer duo Rohit Gandhi + Rahul Khanna’s Noir Botanica presentation, held at Galeries Lafayette Mumbai on August 20.

Jewellery from both houses was worn by Rohit Gandhi and Rahul Khanna, as well as models walking the presentation, complementing the collection’s sculptural silhouettes, metallic surfaces and architectural detailing.

Rather than a conventional runway, the evening was conceived as an immersive fashion experience. Galeries Lafayette Mumbai was transformed into an intimate setting inspired by jazz and the glamour of 1930s evening culture, allowing guests to experience the craftsmanship, textures and construction of the garments up close. Actor Vijay Varma closed the presentation, adding a striking finale to the evening.

The event drew a notable gathering of celebrities and fashion personalities, including Kajol, Babil Khan, Mahima Makwana, Pragya Jaiswal, Gurfateh Pirzada, Sophie Choudhry, Sarah-Jane Dias, Shalini Passi, Zayed Khan and Ruhee Dosani, among others.

Vandana M. Jagwani, Creative Director at Mahesh Notandass and Founder of Vandals, graced the occasion, marking the coming together of the two jewellery houses with Rohit Gandhi + Rahul Khanna for the Noir Botanica presentation.

The collaboration highlights the growing intersection of fine jewellery and contemporary fashion, with Mahesh Notandass and Vandals bringing their distinct jewellery aesthetics to a collection centred on strong silhouettes, craftsmanship, texture and modern evening dressing.

The Noir Botanica capsule will be available following the presentation at Rohit Gandhi + Rahul Khanna stores and Galeries Lafayette Mumbai.

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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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