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This Raksha Bandhan, GIVA and Anushka Sharma Celebrate Love That Wags Its Tail

Redefining Rakhi Bonds with a Digital Film That Celebrates Love in All Its Forms

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This Raksha Bandhan, GIVA unveils its latest digital video for their “Ties of Love” campaign, featuring brand ambassador Anushka Sharma in a touching celebration of the bonds that transcend tradition. In a heartwarming and playful twist, the digital film shows Anushka tying a rakhi not on a traditional sibling, but on her beloved dog, a golden surprise with floppy ears. It’s a gentle reminder that love and protection aren’t defined by blood, but by the bonds we feel in our hearts.

Rooted in the spirit of Rakhi, where the core sentiment is love, protection, and gratitude, “Ties of Love” expands the lens beyond siblings to embrace any relationship that carries the essence of unconditional care. Through “Ties of Love,” GIVA places jewellery at the centre of this celebration not just as adornment, but as a powerful, lasting token of love.

Bringing digital film to life, Resha Jain, Chief Brand Officer, GIVA said – “Jewellery has always marked life’s most meaningful moments, with this campaign, we’re encouraging people to see Rakhi gifting not as a ritual bound by tradition, but as a chance to celebrate anyone siblings, friends, or even pets, who make us feel protected and loved.

We’re seeing a clear shift in gifting trends: a box of sweets is savoured and forgotten, a card gets tucked away, but a piece of jewellery becomes part of your everyday, part of who you are. That’s the power of a meaningful gift.”

Conceptualised in-house by the GIVA team, the film blends simplicity with emotional resonance. Anushka Sharma’s natural warmth and her real love for animals add an authentic layer to the narrative, making the message even more impactful.

This year, elevate tradition with GIVA’s silver rakhis that go beyond the day. From spiritual motifs to personalised charms and LGD studs, each piece is designed to be worn, cherished, and remembered making jewellery the modern language of Raksha Bandhan.

The “Ties of Love” campaign film is now live across GIVA’s digital platforms, supported by curated Rakhi gifting guides, influencer content, and engaging storytelling that reflects the brand’s core belief: that every bond deserves to be celebrated beautifully.

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BrandBuzz

Tiffany & Co. Unveils Blue Book 2026 ‘Hidden Garden’ In A Spectacular New York Showcase

A Star-Studded Evening at the Park Avenue Armory Celebrates Nature-Inspired High Jewellery, Reimagining the Legacy of Jean Schlumberger Through Rare Gemstones and Contemporary Artistry.

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Tiffany & Co. unveiled its Blue Book 2026: Hidden Garden collection with an elegant, star-studded evening at the iconic Park Avenue Armory. The event brought together an impressive guest list, including Teyana Taylor, Connor Storrie, Naomi Watts, Amanda Seyfried, Gabrielle Union, Dwayne Wade, Rosé, Gretty Lee, and Mariah Carey, who also delivered a special performance during the evening.

The showcase unfolded as a seamless blend of jewellery, fashion, and immersive storytelling. Models presented the collection dressed in creations by Sarah Burton for Givenchy, set against a lush indoor garden concept that mirrored the inspiration behind the collection. Guests were treated to a curated dining experience surrounded by abundant floral installations, enhancing the atmosphere of an enchanted garden brought to life.

At the heart of the collection lies the creative vision of Nathalie Verdeille, Senior Vice President and Chief Artistic Officer of High Jewellery. Building on the legacy of Jean Schlumberger, the collection revisits his fascination with nature, translating elements like blossoms, butterflies, birds, and grasshoppers into intricate high jewellery pieces adorned with extraordinary gemstones. The garden, long a source of inspiration for Schlumberger, is reimagined here with renewed vibrancy and detail.

Among the standout highlights are new interpretations of the iconic Bird on a Rock motif, a design synonymous with Schlumberger’s legacy. These pieces now appear in vivid new colourways, perched atop stones such as chrysoprase and aquamarine, forming part of a suite that includes a necklace with a convertible brooch, bracelet, earrings, and ring. Alongside this, the Butterfly chapter captures movement and delicacy through diamond-studded wings, while the Bee chapter draws from the historic Two Bees ring, presenting bold new designs with honeycomb-inspired structures and a striking internally flawless diamond exceeding 10 carats.

The narrative continues with the reintroduction of the Paradise Bird, a rare motif originally conceived in 1962. This year’s interpretation sees the design evolve into vibrant new creations set on striking gemstones, featuring a rich palette of turquoise, emeralds, sapphires, and tsavorites. These pieces echo Schlumberger’s fascination with the natural world, shaped by his travels and personal experiences, including time spent at his home in Guadalupe.

The choice of venue added another layer of meaning to the evening. The Park Avenue Armory shares a historic connection with the maison, as Louis C. Tiffany was commissioned in 1881 to design parts of the Armory, including the Silver Room and Historic Veterans Room. This heritage connection underscored the brand’s ability to bridge past and present seamlessly.

With Blue Book 2026: Hidden Garden, Tiffany & Co. not only celebrates its rich design heritage but also pushes creative boundaries, transforming nature’s fleeting beauty into enduring high jewellery masterpieces that feel both timeless and distinctly contemporary.

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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.

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