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.