National News
Senco Gold & Diamonds introduces a new approach to jewellery selection—one that celebrates individuality through “The Shape of You.”
A design-led innovation that interprets the language of the face to create a more intuitive, confident jewellery experience to frame the unique ‘Shape of You’!
For decades, jewellery has been chosen to complement what a woman wears. Senco Gold & Diamonds now invites women to choose jewellery that complements who they are. Introducing ‘The Shape of You’, an intuitive new styling philosophy and technology-led feature that reimagines how jewellery is discovered, guided by the unique contours of the face.
Developed under the creative and design vision of Joita Sen, Director & Head of Marketing and Design, Senco Gold and Diamonds, The Shape of You marks a significant design evolution for Senco and is the first initiative of its kind in India to use face-shape analysis to guide jewellery styling. Every face tells a story through its unique curves and contours and now, it also guides the jewellery you choose. By interpreting facial structure, proportion and form, the initiative offers women a more confident way to select jewellery that feels instinctive, personal and expressive. It reflects Senco’s understanding that jewellery today is not merely ornament, but an extension of identity and self-expression.
At the core of the experience is an advanced face-scanning and analysis feature, available in-store and on the Senco app. The technology recommends jewellery silhouettes that enhance natural balance from elongated forms that refine softer contours, to fluid curves that soften stronger lines, and statement pieces that bring harmony and presence to every look.
Often, women know when a piece feels right, even if they can’t explain why. The Shape of You gives language to that instinct, turning intuition into confidence. When jewellery is chosen in harmony with both the face and the ensemble, it does more than complete a look, it elevates it. Angular designs add definition to round faces, soft curves balance square faces, teardrops enhance triangular shapes, chandelier earrings complement oblong faces, while oval and heart-shaped faces can carry almost any design. The result is jewellery that aligns effortlessly, allowing women to stand out with quiet assurance.
The curated recommendations span earrings and necklaces across face shapes, offering guidance that feels considered rather than prescriptive. Rather than setting rules, The Shape of You opens possibilities, helping women discover designs that feel inherently right for them.

Speaking about the idea behind the concept, Joita Sen, Director & Head of Marketing and Design, Senco Gold and Diamonds, said, “Design is about understanding before it is about creation. Jewellery should feel right not because it is trendy, but because it reflects who you are. With The Shape of You, we’ve translated instinctive responses to form, interpreting facial structure and proportion into a more confident, intuitive jewellery experience, where design works in harmony with the face and the woman wearing it.
That’s the Senco difference: where design, heritage craftsmanship and insight come together to create jewellery that doesn’t just adorn you, it celebrates you.”
With The Shape of You, Senco Gold & Diamonds moves beyond conventional styling norms, placing the woman, not the trend, at the centre of design. The initiative reflects the brand’s belief that jewellery should work in quiet harmony with the wearer, enhancing confidence without demanding attention.
Backed by 85 years of trust, Senco Gold & Diamonds’ legacy is built on refined karigari, design integrity, and a deep understanding of Indian aesthetics. The Shape of You extends this legacy into a new era, where design intelligence meets personal insight.
The feature is now available across select Senco Gold & Diamonds stores and on the Senco app, offering women a more confident and considered way to choose jewellery.
Source:Senco Gold & Diamonds
National News
‘Made In India’ Jewellery Must Become The World’s Trusted Choice: Chirag Paswan At IIJS Bharat Premiere 2026
- Union Minister Shri Chirag Paswan inaugurated the Bombay Exhibition Centre (BEC) venue of IIJS Bharat Premiere 2026.
- Calls on industry to build Brand India on trust, quality, innovation and reliability
Shri Chirag Paswan, Hon’ble Union Minister of Food Processing Industries, Government of India, today inaugurated the 42nd edition of IIJS Bharat Premiere 2026 at the Bombay Exhibition Centre (BEC), NESCO, Goregaon — highlighting the Indian gem and jewellery sector’s role in strengthening Brand India on the global stage.

Joining him as Guests of Honour were Paul Rowley, Executive Vice President, Diamond Trading, De Beers Group; K.P. Abdul Salam, Vice Chairman, Malabar Group; and Lamon Rutten, Managing Director & CEO, India Gold Metaverse Pvt. Ltd. Representing GJEPC were Kirit Bhansali, Chairman; Shaunak Parikh, Vice Chairman; and Sabyasachi Ray, Executive Director.
Addressing the gathering, Shri Chirag Paswan, Hon’ble Union Minister of Food Processing Industries, Government of India, said:
“The participation of delegates from nearly 80 countries at IIJS Bharat Premiere reflects the growing global confidence in India’s gems and jewellery industry. Under the leadership of Hon’ble Prime Minister Shri Narendra Modi, the Government is committed to introducing reforms that strengthen ease of doing business, remove bottlenecks and create new opportunities for growth. As India moves towards the vision of Viksit Bharat 2047, the jewellery sector will play a vital role.

I urge the industry to uphold the highest standards of quality and craftsmanship so that ‘Made in India’ continues to earn the trust of consumers worldwide and strengthens Brand India’s global reputation.”
Opening the ceremony, Kirit Bhansali, Chairman, GJEPC, said India has moved beyond being the world’s manufacturing hub to becoming a global leader in gems and jewellery. Recent Free Trade Agreements, India’s chairmanship of the Kimberley Process this year, Indian representation at the highest levels of global diamond bodies — including the presidency of the World Federation of Diamond Bourses and the vice presidency of the World Diamond Council — and an expanding global retail presence all stand as evidence of India’s rising influence. Bhansali reiterated GJEPC’s vision of achieving US$100 billion in gem and jewellery exports by 2047, supported by world-class infrastructure, policy reforms and skill development.
Paul Rowley, Executive Vice President, Diamond Trading, De Beers Group, noted:

“India is far more than a market for De Beers. It is a trusted partner, a source of inspiration and increasingly a co-author of the next chapter for natural diamonds. The scale and energy of IIJS Bharat Premiere demonstrate the confidence of this industry. Despite global challenges, India continues to be the fastest-growing natural diamond market, and De Beers remains committed to supporting its long-term success through collaboration, skills development and consumer demand.”
K. P. Abdul Salam, Vice Chairman, Malabar Group, added:
“This is the moment for Indian jewellery. We have evolved from manufacturing for international brands to building Indian brands that are respected across the world. Platforms like IIJS Bharat Premiere connect our manufacturers with global buyers while showcasing India’s strengths in quality, innovation, sustainability and design. By strengthening trust, investing in branding and working together, we can take the industry to its next US$100 billion milestone.”

Highlighting technology’s growing role in jewellery retail, Lamon Rutten, Managing Director & CEO, India Gold Metaverse Pvt. Ltd., said:

“Technology is no longer just improving the way jewellers operate; it is transforming their entire business. By connecting retailers through digital ecosystems, jewellers can expand inventory, reach customers nationwide and unlock new financial opportunities without increasing working capital. The jeweller of the future will remain a trusted craftsman and advisor while becoming a national retailer, a financial gateway and a creator of wealth for the community.”
As IIJS Bharat Premiere 2026 continues, the BEC ceremonial opening set an optimistic tone for the days ahead, highlighting a shared commitment by government, industry and global partners to strengthen Brand India and position the country at the forefront of the global gems and jewellery industry.
Recognised as the world’s second-largest gem and jewellery B2B exhibition, IIJS Bharat Premiere 2026 spans over 135,000 sq. metres across two venues, featuring more than 2,100 exhibitors across 3,600 stalls. The show is expected to draw over 50,000 visitors, including 2,700+ international buyers from more than 80 countries.
The exhibition runs at the Jio World Convention Centre (JWCC), BKC, from 5 to 9 August, and at the Bombay Exhibition Centre (BEC), NESCO, Goregaon, from 6 to 10 August 2026. This year also marks 25 years of IIJS as India’s premier B2B gem and jewellery exhibition.
Running concurrently at the Bombay Exhibition Centre from 6 to 10 August, the India Gem & Jewellery Machinery Expo (IGJME) has established itself as the industry’s premier platform for advanced manufacturing technology.
The show also features The Select Club, a curated showcase of India’s finest couture jewellery; 20 Under 40, recognising emerging industry leaders; JewelStart Demo Day, spotlighting jewellery-tech startups; and Innov8 Talks, bringing together global experts to discuss the future of diamonds, AI, technology, precious metals and the evolving gem and jewellery business.
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