JB Insights
Jewellery Industry Shines Bright in Republic Day Campaign by JewelBuzz
industry, with numerous jewellers from across the country showcasing collections that celebrate India’s rich cultural and traditional heritage. The campaign was an overwhelming success, as it highlighted the deep connection between jewellery and Indian pride during the Republic Week. Amidst the incredible participation, two lucky winners were chosen, and they have been nominated for special coverage to further explore their remarkable collections.
As part of the recognition, these jewellers will have their collections featured, showcasing the exquisite designs and cultural motifs that make their jewellery stand out. To delve deeper into their creativity and vision, we’ve reached out with a few questions to understand what makes their Republic Day collections so special.
“For the last 34 years, we have been successful in earning the trust of the people by maintaining the dignity of the jewellery business. With pride comes joy. “I must have an exclusive” comes to the mind of the ladies who buy gold jewellery as a hobby in today’s age. It is felt that there is a price. This led to the development of two types of trends in jewellery manufacturing as well. Including daily wear jewellery which is made and sold in very large quantities. New dimensions of mass production were explored to meet its demand, in which machine made jewellery, casting jewellery came into existence. It has been popularized and used a lot. There is also an artistic class in our society who have something new that others do not have. It must be unique – exclusive which is difficult to copy. Various designs of kundan, color stone jewellery started being made for it. One of the features of such jewellery is that it is made by hand by the craftsman, so it is known as handmade jewellery. The selection category of this type of jewellery is also very large.14 years ago today we decided to do something new in this field i.e. something that no one else is doing and no one can compete with it. This led us to the production of our special type of handmade jewellery.”
Bhindi Jewellers
Dhaval J. Bhindi- Managing Director
- Can you share with us the unique elements that set your Republic Day collection apart, and how do these designs embody India’s rich culture and traditions?
“At Bhindi Jewellers, our Republic Day collection stands out with its unique Bengal Tiger-inspired designs, symbolizing strength, power, and India’s majestic wildlife. This collection merges the elegance of traditional craftsmanship with a bold, contemporary aesthetic. The Bengal Tiger motif reflects India’s rich cultural heritage, celebrating both nature and the spirit of resilience. By sharing this exclusive collection on the JewelBuzz platform, we aim to honor India’s legacy and pride, offering a truly distinctive and meaningful addition to this year’s Republic Day celebrations.”
“I started my Passionate Journey in the silver market for the past three years. With a strong commitment to quality and craftsmanship. Deesh thrives from the name of my mother who throughout helped me to be passionately stubborn in whatever I believed I could do.”
Jewel by Deesh has gained recognition among customers and dealers across India by blending traditional artistry with modern designs, I aim to provide the finest silver jewelry, ensuring customer satisfaction and long-term business growth. My dedication to excellence continues to drive a trademark success in the jewelry making Industry and bring meaningful jewelery concepts throughout.
These insights will offer a deeper look into the thought and artistry behind these incredible collections, highlighting the true essence of Indian craftsmanship.
Jewel by Deesh
Jainam Gandhi- Owner
Can you share with us the unique elements that set your Republic Day collection apart, and how do these designs embody India’s rich culture and traditions?
The Bengal Tiger Necklace is a tribute to the majestic Indian tiger, symbolizing strength, courage, and resilience. Handcrafted with intricate detailing in 925 sterling silver, this piece captures the fierce yet graceful spirit of the Bengal tiger, a national icon of India.
The antique finish enhances its regal look, reflecting the tiger’s deep cultural and ecological significance. Just as the tiger maintains balance in nature, this necklace represents power, protection, and harmony. Designed for those who appreciate heritage and craftsmanship, it is more than just jewelry—it’s a statement of pride and conservation.
In India, tigers hold cultural and national significance, symbolizing strength and conservation efforts. Projects like Project Tiger have helped protect their population, boosting eco-tourism and local economies. By preserving tigers, we safeguard entire ecosystems, benefiting wildlife and humans alike. Their conservation is essential for maintaining the natural heritage and ecological stability of the country.
As silver transitions from a traditional staple to a modern fashion essential, PNG Jewellers introduces Silvostyle—a brand redefining everyday luxury. Rooted in a legacy of craftsmanship yet fueled by global trends, Silvostyle bridges the gap between heritage and high fashion.
In an exclusive conversation with JewelBuzz, Hemant Chavvan, VP of Marketing and E-commerce, reveals how the brand captures the Gen Z and millennial pulse. By blending digitally fluent storytelling with omnichannel accessibility, Silvostyle democratizes fine jewellery. The discussion explores their design philosophy, influencer-led strategies, and how they are positioning silver as the ultimate medium for youthful, expressive style across India.
1. Vision behind launching Silvostyle under PNG Jewellers
Silvostyle was launched to translate PNG Jewellers’ trusted legacy of purity and craftsmanship into a modern, accessible silver jewellery brand. With silver increasingly popular among younger buyers and fashion-forward consumers, Silvostyle brings together tradition and trend in every piece.
The brand draws on global fashion influences while maintaining quality standards and design integrity rooted in PNG’s heritage. Silvostyle aims to democratise contemporary silver jewellery, offering the confidence of reliability, design innovation, and an affordable, youthful format that resonates across urban markets.
2. Silvostyle’s design language
Silvostyle’s design language is modern, minimal and versatile, tailored for consumers who value style with wearability. Clean lines, wearable silhouettes, and subtle yet striking details blend international fashion trends with Indian craftsmanship.
Collections feature sterling silver, semi-precious stones, and intricate finishing, resulting in jewellery that feels contemporary, effortless, and expressive.
3. Core Silvostyle customer & Gen Z–Millennial influence
Silvostyle’s core audience comprises urban Gen Z and millennial buyers seeking expressive, fashion-forward jewellery. These consumers prioritise lightweight, stackable, Instagram-worthy designs styled in multiple ways.
The brand’s digital-first campaigns, curated retail experiences, and trend-driven collections balance timeless appeal with modern sensibilities, establishing credibility among style-conscious shoppers.
4. Balancing affordability with craftsmanship
Silvostyle delivers everyday luxury through intelligent design, efficient sourcing, and stringent in-house quality control. Leveraging PNG Jewellers’ legacy standards, the brand ensures premium finishes, durability, and aesthetic impact—without escalating costs.
Silver is positioned as an attainable luxury category, ideal for frequent purchases and gifting occasions.
5. Role of minimalism & personalisation
Minimalism and personalisation are central to Silvostyle’s offerings. Stacking rings, charm accents, and delicate bracelets encourage creative styling and self-expression.
The collections blur the line between fashion and personal storytelling, making jewellery suitable for everyday wear and milestone celebrations.
6. Seasonal collections & campaigns
Silvostyle aligns seasonal launches with Valentine’s Month, festive seasons, and travel occasions, supported by youth-centric, digital-first activations.
Through trend awareness and lifestyle storytelling, the brand positions launches as experiential moments, not just product drops—enhancing engagement across social media platforms.
7. Key growth priorities & market outlook
Growth priorities include retail expansion, stronger digital engagement, and accelerated trend adoption. With more standalone stores and shop-in-shop experiences, Silvostyle aims to deepen presence across Tier 1 and Tier 2 markets.
As silver gains momentum among younger buyers seeking fashion-led, affordable luxury, the brand is well positioned with trend-aligned collections and omnichannel access.
8. Influencer marketing strategy
Silvostyle collaborates with micro and mid-tier influencers whose aesthetics mirror its audience. Through reels, styling guides, and everyday wear inspiration, the brand drives authentic engagement.
This strategy fosters a digitally native community, strengthening credibility through relatable, visually driven storytelling.
9. Outlook for silver jewellery in India
The outlook for silver jewellery in India is robust, driven by evolving fashion sensibilities, gifting culture, and demand for affordable luxury accessories.
As consumers explore alternatives to high-value gold purchases, silver emerges as a versatile category bridging daily wear and celebratory occasions, particularly among urban and younger demographics.
Silvostyle reflects the changing rhythm of India’s jewellery preferences—where versatility, affordability, and self-expression take centre stage. By blending PNG Jewellers’ heritage with modern design language, digital-first engagement, and trend-led storytelling, the brand is redefining silver as a lifestyle choice.
As demand for accessible luxury grows, Silvostyle stands poised to shape the future of silver jewellery in India—one thoughtfully designed piece at a time.
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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.