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
Puducherry CM, Raashi Khanna Inaugurate Challani Jewellery Mart Flagship Showroom In Puducherry
Actress Raashi Khanna Announced As The Brand Ambassador Of Challani Jewellery Mart
Challani Jewellery Mart, marked a significant milestone with the grand inauguration of its newest flagship showroom in Puducherry.The showroom was inaugurated by the Hon’ble Chief Minister of Puducherry Shri N. Rangasamy, in the presence of acclaimed actress Raashi Khanna, who was officially announced as the Brand Ambassador of Challani Jewellery Mart, making the celebration even more special and memorable. Present at the inauguration were Jayantilal Challani, Chairman- Challani Group of Companies and Gautham Challani, Director- Challani Jewellery Mart.
The newly launched flagship showroom features three magnificent floors, each curated to showcase jewellery in its most exquisite form. The showroom houses an extraordinary collection of timeless gold jewellery, radiant diamond creations, bridal masterpieces, contemporary ornaments .A key highlight of the new outlet was an entire floor exclusively dedicated to silver jewellery, From elegant daily wear to grand festive creations, the silver collections are designed to appeal to every generation and every style preference.
For generations, Challani Jewellery Mart has been more than a jewellery brand. It has been a part of countless celebrations, cherished memories, traditions, and emotions beautifully carried from one generation to another. Continuing this glorious legacy, the brand now brings its signature elegance and unmatched craftsmanship to Puducherry. through a spectacular new destination designed to redefine the jewellery shopping experience.
Every piece at Challani Jewellery Mart is thoughtfully designed to celebrate life’s most precious moments, transforming jewellery into emotions that last forever. Beyond jewellery, the new showroom has been envisioned as a luxurious lifestyle destination where every customer experiences warmth, comfort, grandeur, and personalised attention. The elegant interiors, refined ambience, spacious displays, and exclusive collections together create an experience that is memorable, immersive, and truly world-class.
With a strong and successful presence already winning the hearts of customers in Chennai and Madurai, Challani Jewellery Mart now extends its celebrated legacy to Puducherry. carrying forward its commitment to quality, authenticity, innovation, and timeless craftsmanship.
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