BrandBuzz
Lucira Launches ‘On The Move’ Collection: A Tribute to Modern Women
Across cultures and centuries, movement has been a mark of life. From the first racing heartbeats of a new beginning to the ritual rhythm of dance, the human story has always been written in motion.
Found in ancient civilizations from Egypt to Mesopotamia, the bezel wasn’t just decoration, it was armor. A seamless circle of strength. A symbol of unity and continuity.
The Bezel Collection draws from this legacy of energy, evolution, and the power of a woman in motion. Inspired by the concept of inner stillness within outer momentum, it honors those who move with intention: the athletes, the creators, the thinkers, the mothers, the makers.
Today, we reimagine it for the modern woman.
One who lifts, leads, runs, rests, and rises again – all while holding her own light.
Lucira was born from a desire to redefine what fine jewelry means in today’s world. Traditionally, jewelry has been reserved for safekeeping — worn only on special occasions, bound by unspoken rules: don’t wear it to the gym, while traveling, or during everyday movement. But why should beauty come at the cost of freedom?
The On The Move collection is designed with a new philosophy — that jewelry should move effortlessly with the wearer. Inspired by the strength of modern women — those who lead, lift, create, nurture, and rise — these pieces are made to complement lives lived in motion.
Each diamond is set in a sleek bezel, fully encased in gold. There are no prongs to loosen, no edges to catch, and no fragility to worry about. The surface is smooth, the form is strong, and the brilliance remains uninterrupted — no matter how active the day.
On The Move marks Lucira’s debut collection: fine jewelry crafted not to sit still, but to move with intention, strength, and style.
BrandBuzz
Kalyan Jewellers Unveils Akshaya Thanga Maligai (ATM) As Its First Regional Brand; Sivakarthikeyan Named Brand Ambassador
First Showroom To Open At Panagal Park, T Nagar, Chennai On August 21; Company To Scale To 5 Stores In The State This Year.
Kalyan Jewellers India Limited (NSE: KALYANKJIL, BSE: 543278) today unveiled the name, identity and go-to-market plan for its regional jewellery brand – Akshaya Thanga Maligai (ATM) – with Tamil Nadu as its market. The company had flagged its intent to enter the regional/mass jewellery segment as a distinct growth engine, alongside Kalyan and Candere, in earlier conversations; today’s announcement is the first time the brand’s name, positioning and launch market have been made public.


ATM will open its first showroom at Panagal Park, T Nagar, Chennai’s most prominent jewellery retail catchment, on August 21, 2026. A teaser campaign has already begun in the market, and the company has signed Tamil film actor Sivakarthikeyan as brand ambassador, a move aimed at building rapid recall for a new-to-market name in a category where trust and local affinity drive purchase decisions.
The launch expands KJIL’s addressable market by enabling the company to participate in customer segments that exhibit a strong preference for locally positioned jewellery brands, while complementing the existing Kalyan and Candere formats.
Unlike Kalyan’s pan-India format, ATM has been built ground-up for a single state. The company said inventory will be curated specifically for Tamil Nadu preferences with designs, weights and price points aligned to regional occasions and buying patterns, thus positioning ATM to compete directly with entrenched regional jewellery chains rather than Kalyan’s own store network.
Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers India Limited, said:

“Akshaya Thanga Maligai reflects our belief that regional markets offer significant long-term growth opportunities when approached with a truly local proposition. Tamil Nadu is one of India’s largest and most evolved jewellery markets, making it the natural choice for our first regional brand. By combining a distinctly Tamil identity with Kalyan Jewellers’ sourcing capabilities, quality standards and customer-first approach, we believe ATM is well positioned to build meaningful scale across the state through our franchise-led expansion model.”
The company intends to establish the concept in Tamil Nadu before evaluating similar regional formats in other markets.
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