BrandBuzz
VBJ SINCE 1900 unveils AVATARA: A symphony of transformation
VBJ Since 1900 (Vummidi Bangaru Jewellers), India’s most trusted heirloom jewellery brand, unveiled AVATARA, a new design chapter shaped for the many roles women lead every day. Avatara ushers in a new dimension of elegance within VBJ’s heritage of legacy craftsmanship, celebrating a jewellery narrative where form and function move in constant reinvention. Each piece is a fluid journey of self-expression – one that can evolve, divide, reassemble and adapt, offering boundless possibilities within a single design.

For generations, fine jewellery in India has been anchored to ceremony, often worn for grand occasions and otherwise locked away as “locker jewellery.” Avatara introduces a clear shift in that behaviour. With Diyya Vummidi, daughter of the elder brother Jithendran Vummidi – an emerging leader and the mastermind behind this Symphony of Transformation – Avatara reflects the way women choose jewellery today: guided by purpose, versatility, and the desire for pieces that move with them. From workday mornings and poojas at home to brunches, temple visits, club evenings, ceremonies and weddings, every piece is designed to be worn, re-worn and reinvented. Avatara whispers tradition yet speaks a distinctly personal, contemporary language that aligns with how women define presence and identity across multiple roles.

Speaking about the collection, Amarendran Vummidi, Managing Partner, VBJ Since 1900, said, “Avatara comes from a place of quiet conviction. We wanted to create jewellery that feels honest in its form and relevant to the way women live today. The focus was on refining our design language so that each piece carries a sense of ease and still reflects the depth of our heritage. Avatara represents our belief that elegance does not need to be reserved for select moments. It can be part of a woman’s everyday life when the craft is thoughtful, and the intent is clear.”
Reflecting on the showcase, Jithendran Vummidi, Managing Partner, VBJ Since 1900, shared, “Avatara encouraged us to reconsider what fine jewellery can mean in a woman’s daily life. When design listens to how women move and make choices, it becomes more than adornment. Our aim was to create pieces that feel quietly current and still reflect the depth that defines VBJ. Avatara is a step toward a future where fine jewellery carries meaning in the everyday, not only in the occasion-bound moments.”

As a fifth-generation family-run brand, VBJ Since 1900 takes immense pride in its role as the makers of the historic Sengol (sceptre) – a sacred symbol of India’s democratic journey. Discovered after 72 years, the Sengol was unearthed by the VBJ team through meticulous research and installed beside the Speaker’s chair in India’s new Parliament building, marking VBJ’s enduring bond with India’s cultural and national heritage. Just as the Sengol stands for integrity and legacy, so does every VBJ creation and Avatara becomes the next chapter in this lineage.




With Avatara, VBJ Since 1900 continues its commitment to jewellery that honours heritage, embraces innovation and reflects the rhythm of women who inspire it. Conceived as an evolving capsule, the collection also offers select customisation, enriching the bespoke experience the brand is known for. The focus is not only on how jewellery is worn, but on how it is understood, valued and carried into the future.
BrandBuzz
46 lakhs wedding this year in just 45 Days: Senco Gold & Diamonds Unveils Exquisite Wedding Vivaah Collection with Exciting Offers
Customers to revel in exclusive offers on Gold, Diamond, Platinum, Silver, Gossip & Gemstone purchases and a chance to win Grand Bumper Prize of Jewellery Worth Rs 10 lakhs
Senco Gold & Diamonds (Senco), one of India’s leading jewellery retailers with a legacy spanning over 85 years, proudly announces their gorgeous Wedding Vivaah Collection for the upcoming wedding season along with exciting offers. This special collection, designed for the beautiful brides-to-be, comes with exciting offers on Gold, Diamond, Platinum, Silver, Gossip, and Gemstone jewellery. With a footprint of 192+ showrooms across the country, Senco is one of the largest Pan India Jewellery Retail Brand, headquartered in Eastern India — a name synonymous with trust, tradition, and craftsmanship.t
CAIT’s latest report highlights that India’s wedding season is not just about grand celebrations—it’s an economic powerhouse. While the world gears up for Black Friday, India prepares for weddings. In just 45 days, 46 lakh weddings are expected to inject Rs.6.5 lakh crore into the economy. CAIT’s “Vocal for Local Weddings” campaign has significantly reduced the use of imported items such as Chinese lighting, artificial décor, and gift accessories, creating space for traditional artisans, jewellers, and local manufacturers to experience a massive surge in orders. This shift showcases the strength and resilience of India’s local manufacturing and craftsmanship.
Senco’s Vivaah Collection, adorned by renowned Bollywood actress and brand ambassador Kiara Advani, epitomizes the perfect blend of traditional motifs and contemporary design. The collection features a wide array of meticulously crafted ornaments—including necklaces, bangles, earrings, rings, pendants, and more—each piece reflecting the grandeur and glamour befitting the occasion.

Joita Sen, (Director and Head of Marketing and Designs at Senco Gold & Diamonds), said, ” We are delighted to unveil our stunning collection for the upcoming wedding season, complete with irresistible offers. Each exclusive design is meticulously crafted by our skilled artisans, and we aim to captivate our loyal customers with remarkable discounts on this grand collection. The wedding season is a time when families come together, and we hope to add to their joy by offering a pocket-friendly range that caters to every taste.”
Commenting on the same, Suvankar Sen (MD & CEO, Senco Gold & Diamonds), said, “To elevate the joy of the wedding season, Senco Gold & Diamonds is offering attractive discounts on the making charges of gold, diamond, silver, and platinum ornaments, along with special offers on the value of diamond, Gossip, and gemstone purchases. These exclusive benefits are designed to enhance the experience of customers as they select and gift jewelry, allowing them to explore and choose their preferred pieces from an extensive collection with added delight”.

Customers can avail themselves of these exciting discounts on wedding collection across Senco Gold & Diamonds showrooms from November 14 -December 14, 2025 and also on its online platform. Some of the exciting offers include discounts of upto 20% off on Diamond Value, upto 35% off on making charges on gold jewellery, upto 0% deduction on old gold exchange, discount of upto 15% off on MRP on purchase of Gossip Jewellery and all buyers with min bill value of Rs 5 Lakhs will get chance to get jewellery vouchers worth upto Rs 10lakhs. Additional wedding bundle package offers starts from as low as Rs 5 lakhs in Gold Jewellery (22k) and from Rs 3 lakhs in Diamond Jewellery to match every budget of customers.
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