GlamBuzz
Now, don’t just buy gold. Buy SmartGold with Bollywood actress Sonali Bendre
Ritvaa launches SmartGold Mangalsutra — traditions made modern
Ritvaa, a new-age jewellery brand with a legacy rooted in gold craftsmanship, made a star-studded premiere with noted Bollywood actress Sonali Bendre unveiling its SmartGold Jewellery collection at a glittering launch event held at the Intercontinental, Mumbai.
The evening saw the launch of Ritvaa’s elegant line of SmartGold Mangalsutras — designs that beautifully blend timeless traditions with modern sophistication. Each piece celebrates the strength, grace, and individuality of today’s woman, for whom tradition is not a constraint but an expression of self.
For centuries, the mangalsutra has been more than an ornament — it is a sacred symbol of love, trust, and commitment. With Ritvaa SmartGold, this eternal sentiment finds a new voice — lighter in feel, versatile in design, and enduring in beauty.
Welcoming guests at the event, Hanissh Jaain, Co-founder of Ritvaa, shared,“Ritvaa’s SmartGold jewellery is crafted for the woman who embodies balance — confident yet rooted, modern yet mindful. For her, gold is not just a possession but a reflection of emotion and meaning, worn with pride every day.”
Made with certified 24-carat SmartGold, Ritvaa’s jewellery gives women the freedom to wear gold fearlessly, every day, everywhere, without the worry of lockers or limitations. In an industry first, Ritvaa also offers a 100% lifetime gold buyback guarantee, making it not just a style choice but a smart choice.
Speaking about the inspiration behind Ritvaa, Amit Jaain, Co-founder, said, “The modern Indian woman no longer wears gold just for tradition — she wears it for herself. Ritvaa was born to make that emotion tangible — to reimagine the mangalsutra as a symbol that moves with her, through every phase of life. SmartGold is not just innovation; it’s the evolution of tradition.”
The event also featured the unveiling of five signature sets of SmartGold Mangalsutras, followed by a heartfelt showcase where five real women, not models, walked the ramp alongside professionals, each adorned in a Ritvaa design that reflected her individuality. The gesture symbolized Ritvaa’s ethos: jewellery that lives in the everyday, not just on occasions.
Ritvaa’s SmartGold collection will be launched on-ground soon through SmartGold Lounges/ Experience Centers across major metros and Tier-2 cities. The brand’s design philosophy brings together Indian artistry and contemporary minimalism, tailored to regional preferences while maintaining a universally elegant appeal.
GlamBuzz
Aditya Roy Kapoor Joins GIVA To Flip The Gifting Script – Men Want Gifts Too
Bollywood’s Most Effortlessly Stylish Star Fronts GIVA MEN Groundbreaking Men’s Silver Line In A Campaign For Men Who Command Attention
GIVA, India’s fastest-growing fine jewellery brand, today announced the launch of Men Want Gifts Too, a cultural movement and campaign that turns the lens on men, demanding they be seen, celebrated, and gifted. Bollywood star Aditya Roy Kapoor leads the charge as the face of GIVA’s Men’s Silver line.
It began with a question. Before the campaign, before the film, before the star, GIVA took to social media and asked India something nobody had thought to ask before: #ChahiyeKyaLadkonko? The response was instant, overwhelming, and deeply felt. Men and the people who love them spoke up. They wanted to be seen. They wanted to be gifted. They wanted their moment. GIVA listened.
The answer to #ChahiyeKyaLadkonko is now a full-fledged movement, brought to life in a brand film starring Aditya Roy Kapoor. In the film, Aditya is seen scrolling through his phone, telling his girlfriend how other men are being gifted by their partners this and that, everything he quietly wishes for. The moment turns with a smile: his girlfriend has already ordered him a GIVA men’s silver piece. He loves it. The film is warm, funny, and unmistakably real.
Ishendra Agarwal, Founder, GIVA, speaking at the launch:
“At GIVA, we have always believed that jewellery is for everyone. For too long, men have stood on the sidelines of gifting culture, admiring what their friends received, quietly wishing someone would think of them. When we asked #ChahiyeKyaLadkonko on social media, India answered louder than we expected.
‘Men Want Gifts Too’ is our way of saying: it’s your turn. Our men’s silver collection is crafted for the modern man — understated, confident, and worth celebrating. We couldn’t think of anyone better than Aditya Roy Kapoor to embody exactly that spirit.”
GIVA Men Silver is for the man who commands attention without trying. Chains, rings, bracelets, and kada, each piece crafted for the modern Indian man who knows exactly who he is, and meaningful enough to gift on any day that deserves to be remembered.
The GIVA Men Silver collection, crafted in 925 sterling silver, starts at ₹799. Find your favourite pick at giva.com or at a GIVA store near you.
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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.