National News
Likitha KR jewellery piece inspired by iconic Bandra Worli Sea Link
Likitha KR, founder of Niraaj Diamonds in Bengaluru, has crafted a concept jewellery piece that draws deep inspiration from Mumbai’s iconic Bandra-Worli Sea Link. Her daily commute across this architectural marvel sparked the idea for a design that captures the essence of the bridge and the spirit of Mumbai itself.

“The design is interlinked to this sky and water way bridge. This statement piece indicates the heart of Mumbai”, says Likitha KR.
Design Inspiration and Symbolism-
Sky and Water Connection:
Likitha’s design is “interlinked to sky and water way bridge,” reflecting how the Sea Link unites the city’s land, sea, and skyline. The bridge’s role as a connector between Bandra and Worli, and as a symbol of Mumbai’s progress, is central to her concept.
Sapphire Stone as the Sky
The prominent sapphire stone in the piece represents the vast sky above the Arabian Sea. This choice echoes the bridge’s aesthetic integration with its coastal environment, where the blue of the sky and sea blend seamlessly.
Strings as Bridge Cables
The strings in the jewellery mimic the Sea Link’s signature cable-stayed design. Just as the bridge’s cables support its structure and create a striking silhouette, the strings in the piece provide both physical and visual connection, referencing the bridge’s engineering and elegance.
Diamond-Studded Pathway
The central pathway of the jewellery, set with diamonds, symbolizes the roadway of the Sea Link. This is where thousands of Mumbaikars travel daily, making it the “heart of Mumbai” as Likitha describes. The use of diamonds highlights the bridge’s modernity and the city’s vibrant energy.
Sapphire Baguettes as Water
Sapphire baguettes are used to represent the Arabian Sea beneath the bridge. Their placement and shape evoke the movement and depth of water, reinforcing the connection between the city, the sea, and the sky.
Architectural Parallels
The Bandra-Worli Sea Link itself is a feat of modern engineering and design:Its cable-stayed structure with tall towers and sweeping cables is both functional and visually iconic, making it a recognizable part of Mumbai’s skyline.The bridge’s aesthetic integration with the natural environment, using sleek lines and a blue-white palette, is mirrored in Likitha’s jewellery through her choice of gemstones and arrangement.The Sea Link is a symbol of Mumbai’s aspirations and connectivity, and the jewellery aims to encapsulate that spirit in wearable art.
Artistic and Emotional Impact
Likitha KR’s creation is more than just a piece of jewellery; it is a tribute to Mumbai’s resilience and ambition. By translating the Sea Link’s architectural features into gemstones and gold, she has created a statement piece that resonates with anyone who identifies with the city’s pulse.
National News
iAMORY Goes Mobile: D2C Jeweler Debuts App to Disrupt India’s ‘Counter-Led’ Retail
By bridging the trust gap with lab-grown diamonds and 925 silver, the new iOS and Android platform aims to become a “digital counter” for the modern consumer.
Following a successful physical debut in Mumbai, jewelry brand iAMORY has officially launched its mobile application on Android and iOS. The move signals a strategic shift to scale its direct-to-consumer (D2C) presence, targeting the rapidly evolving digital habits of Indian shoppers.


The app launch is designed to solve the “discovery fatigue” and lack of transparency often associated with traditional jewelry buying. By focusing on the 925 sterling silver and lab-grown diamond (LGD) segments, iAMORY is positioning itself at the intersection of affordability and fine jewelry.
A “Digital Counter” Experience The platform introduces several features aimed at building consumer confidence in high-value online purchases:
- Total Transparency: Real-time access to metal purity details, diamond certifications, and clear pricing breakdowns.
- Mobile-First Design: A seamless interface featuring AI-driven notifications, wishlists, and secure “one-tap” checkouts.
- Exclusive Access: App users will receive priority access to limited product drops and specialized discounts not available on the web or in-store.

Archit Jain of iAMORY noted that the power dynamic in the industry is shifting. “Digital adoption is democratizing jewelry,” Jain stated. “It is shifting power from family-led counters to digital-first, design-led brands that prioritize transparency, speed, and storytelling.” He describes the app as a “digital counter” where users can instantly compare prices and access social proof.
iAMORY plans to continuously iterate on the app experience, with upcoming updates slated to include advanced personalization tools, AI-driven loyalty mechanisms, and interactive content formats to deepen customer engagement.
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