The House of AVR Swarna Mahal Jewellers, a name synonymous with legacy and craftsmanship for over 97 years, proudly announces the launch of its revolutionary new high jewellery brand — D•REN. This marks a bold step forward in India’s luxury jewellery landscape, combining heritage, innovation, and contemporary elegance.

D•REN (pronounced “D-Ren”), with its philosophy of High Jewellery Reimagined, is designed for the discerning connoisseur. The inaugural flagship boutique, a lavish 2,500 sq. ft. space located on the 4th floor of AVR Swarna Mahal Jewellers, Anna Nagar, Chennai, opens to the public on June 1st, 2025. With plans underway to expand across Tier 1 cities in India and globally, D•REN is set to redefine the fine jewellery experience.

A Brand Born from Legacy, Elevated by Design

D•REN stands as a distinct identity within the AVR Swarna Mahal Group — combining the group’s hallmark craftsmanship with cutting-edge design, rare gemstones, and contemporary storytelling. The brand’s signature is drawn from the symbolism of the lotus — timeless, graceful, and powerfully feminine.

From bold statement pieces to delicately refined silhouettes, D•REN’s collections are a fusion of luxury, vintage flair, and architectural elegance. Each creation embodies exceptional craftsmanship, blending ancient techniques with modern technology to present high jewellery in a never-seen- before narrative.

An Experience in ‘Silent Luxury’

D•REN isn’t just jewellery — it is a curated experience. The boutique’s interiors are styled in muted opulence, with tones of vintage gold, ivory blush, and sage green echoing the brand’s visual identity. With a focus on by-invite-only unveilings and bespoke client interactions, D•REN celebrates silent luxury — understated, intentional, unforgettable.

Arvind Swamy — The Face of AVR Swarna Mahal Group

In a landmark association, renowned actor and style icon Arvind Swamy joins as the Brand

Ambassador of AVR Swarna Mahal Group.

“I am drawn to D•REN’s commitment to craftsmanship, innovation, and elegance. The brand’s philosophy resonates with my own values,” says Arvind Swamy. “AVR Swarna Mahal has an unmatched legacy — D•REN is a natural evolution that represents the future of Indian high jewellery to the world.”

Meet the Visionaries Behind D•REN

The launch of D•REN is led by the fifth generation of the AVR Swarna Mahal legacy, under the strategic guidance of:

* A.B.S. Sanjjay – Managing Director

* S. Saumyha – Joint Managing Director

* A.V.R. Siddhanth – Director

* A.V.R. Shree Smaran – Director

Together, they envision taking the heritage of AVR Swarna Mahal to global heights through this elevated brand expression.

A.B.S. Sanjjay – Managing Director

“With D•REN, we are setting a new benchmark in the high jewellery segment. It is not merely about creating jewellery, but crafting an experience that speaks to the soul — something that defines who you are and what you stand for.”

S. Saumyha – Joint Managing Director

“D•REN is about silent luxury — a feeling of elegance that doesn’t need to shout. It’s about confidence, timeless femininity, and individuality. We’ve designed every touchpoint to reflect that ethos.”

A.V.R. Siddhanth – Director

“This is our design revolution. D•REN is where grit meets grace, tradition meets innovation. Our collections tell stories — from stars to cities — and are crafted to resonate with modern connoisseurs who seek depth and distinction.”

A.V.R. Shree Smaran – Director

“We’re proud to launch D•REN at Chennai. This brand is just the beginning — a launchpad to take Indian artistry and high jewellery to the world. D•REN is a promise that every masterpiece has a story waiting to be worn.”

The Collection: A Journey of Discovery

D•REN’s debut collections invite you on a journey — from cosmic wonders to global artistry. The house presents three key thematic chapters:

1. Pret – Effortless elegance for everyday opulence

2. Haute Couture – Dramatic, high-fashion pieces with sculptural artistry

3. High Jewellery – Masterpieces with rare diamonds, rubies, emeralds, and sapphires,

handcrafted to perfection

Expect pieces inspired by Travel Around the Universe and Travel Around the World with

Various Artists — with every creation crafted to evoke wonder. Join the Movement

The launch of D•REN isn’t just the opening of a boutique — it is the dawn of a new chapter in Indian high jewellery. With global ambitions and rooted in tradition, D•REN is ready to take its place among the finest luxury brands in the world.

Waman Hari Pethe Jewellers, one of India’s most trusted heritage jewellery brands, brought a touch of regal splendour to the global stage at the 2025 Cannes Film Festival. Renowned actress Neha Pendse graced the red carpet adorned in a breathtaking Polki and emerald necklace from WHPJ’s signature bridal collection — a stunning testament to India’s rich artisanal legacy and timeless design.

Known for her classic beauty and powerful screen presence, Neha chose Waman Hari Pethe Jewellers to complete her red carpet ensemble — a choice that perfectly blended vintage allure with modern elegance. The handcrafted necklace, designed by WHPJ’s master karigars, is inspired by the grandeur of royal heirlooms and the fresh vibrance of natural emeralds. Its bold Polki settings and lush green tones offered a dramatic yet refined contrast to her contemporary couture, turning heads and spotlighting Indian craftsmanship on the world’s most prestigious fashion platform.

For over 115 years, Waman Hari Pethe Jewellers has celebrated generations of women through exquisite jewellery that reflects tradition, individuality, and enduring beauty. With Neha Pendse at Cannes, WHPJ reaffirmed its position as a beloved custodian of Indian elegance on the global red carpet.

The exclusive Polki and emerald set worn by Neha Pendse is now available at select WHPJ showrooms across India.

Malabar Gold & Diamonds, the responsible jeweller, has launched its first brand campaign in Odia, ‘Amara Porampara Amara Malabar’ featuring the popular superstar of Odisha, Sabyasachi Mishra. While bringing alive the emotional and cultural significance of gold in Odia traditions, the campaign traces a girl’s journey from her birth to becoming a bride, weaving through Odisha’s cherished customs such as Pooja, Annaprasan, Raja festival, and wedding.

Aesthetically shot through Sabyasachi Mishra’s narrative, the campaign projects gold jewellery not only as a treasured companion in all of life’s milestone occasions and celebrations but also as a symbol of purity, blessing, celebration, and lifelong promise. In addition, the campaign reflects Malabar Gold & Diamonds’ core ethos – purity beyond shine, responsible sourcing, unparalleled craftsmanship and unwavering trust. With its first brand-campaign in Odia, Malabar Gold & Diamonds further deepens its association in Odisha and people of the state by capturing the essence of the important Odia traditions.

The campaign is running extensively via TV channels, digital platforms, cinemas, and visual merchandises. The campaign aims to position Malabar Gold & Diamonds as the preferred bridal Jeweller as well as the most trusted and responsible jewellery brand among the people of Odisha and Odia diasporas living across the country and beyond.

Commenting on his collaboration for the campaign, Sabyasachi Mishra said, “I feel honoured to represent the rich tradition ns of Odisha in this excellent brand campaign of Malabar Gold & Diamonds. Gold holds a special place in every Odia home—it’s part of our blessings, our prayers, our precious moments in life. While emphasizing the brand’s philosophy of transparency and ethical craftsmanship, the campaign which is deeply rooted into our cultural ethos will definitely resonate with the Odia community in the state and beyond.’’

Commenting on the campaign, MP Ahammed, Chairman, Malabar Group said, “The brand campaign is a tribute to Odisha known for its supreme cultural and artistic heritage. Sabyasachi Mishra is a natural choice for us for this campaign, as his enduring appeal among the people of Odisha and the values he stands for reflects our commitment to purity and trust. This campaign beautifully captures the journey of life’s most treasured moments, and with Sabyasachi leading the narrative, we are proud to honour Odisha’s traditions.”

Malabar Gold & Diamonds has showrooms in, Bhubaneswar, Cuttack, Angul, Rourkela, Berhampur and Sambalpur in Odisha. Malabar Gold & Diamonds offers Malabar promises to its customers. The commitments include transparent price tag indicating the exact manufacturing cost,  stone weight, net weight and stone charge of the jewellery, complete transparency, fair price policy, 100 percent value on diamond exchange, assured lifetime maintenance for the jewellery, 100 per cent value for gold when reselling old gold jewellery and zero deduction on exchange, 100 per cent HUID compliant gold hallmarking certifying the purity of gold, IGI and GIA certified diamonds ensuring 28-point quality check of global standards, buyback guarantee and responsible sourcing and fair labour practices.