BrandBuzz
Verlas Celebrates Akshaya Tritiya With The ‘Zenyth’ Collection, Inspired By Modern Geometry and Timeless Gold
The New York-Based Fine Jewellery Brand Unveils A Striking Pyramid-Inspired Collection Crafted For Modern Elegance and Meaningful Festive Gifting.
New York-based fine jewellery brand Verlas introduces the Zenyth Collection this Akshaya Tritiya, a range merging sculptural geometry, fine craftsmanship, and conscious luxury. Inspired by strength and balance, the collection reinterprets the pyramid motif into contemporary pieces for both women and men.
Handcrafted in solid gold with precision-set lab-grown diamonds (EF colour, VS–VVS clarity), the collection reflects Verlas’ commitment to sustainability and innovation. As Akshaya Tritiya celebrates prosperity and new beginnings, the Zenyth Collection offers a meaningful investment through bold yet wearable designs that effortlessly elevate everyday dressing and special occasions alike, with an exclusive launch offer of 25% Off on Diamond Value.
For Women: Sculptural Elegance Meets Versatility
The women’s line within the Zenyth Collection explores dimensional design through layered pyramid structures and refined silhouettes.
Highlights include the Pyramid Trois Pendant Necklace, a striking design that adds depth to styling, and the Two-Tier Pyramid Diamond Band, designed to stack or stand alone as a modern statement. The Two-Tier Pyramid Spiked Pendant Necklace introduces an edgy interpretation of the pyramid form, while the Pyramid Luxe Contour Diamond Earrings offer a bold yet balanced aesthetic.
Completing the range is the Zenyth Pyramid Luxe Geometric Bangle, a standout design that merges structure with fluidity, ideal for festive occasions and beyond.
For Men: Subtle Statements with Architectural Precision
The men’s selection reflects understated luxury with clean, geometric detailing. The Cascading Pyramid Pendant Necklace offers a contemporary take on classic gold jewellery, while the Pyramid Radiant Diamond Studs and Zenyth Pyramid Luxe Cuff Bracelet add refined brilliance for everyday wear.
A Modern Take on Festive Jewellery
Designed for true versatility, the Zenyth Collection seamlessly transitions from traditional celebrations to modern, everyday lifestyles, balancing bold design with understated sophistication. At the heart of the collection are its statement cuffs and wrist wear, like the Pyramid Luxe Diamond Cuff Bracelet and Zenyth Pyramid Spiked Cuff Bracelet. These are gender-neutral designs crafted to be worn effortlessly by both men and women. The cuffs are not only striking on their own but also lend themselves beautifully to stacking, whether paired with other cuff-bracelets, layered across the wrist, or styled alongside watches for a more contemporary look.
Crafted in fine gold, the collection reflects Verlas’ commitment to sustainable luxury, transparency, and fine craftsmanship, appealing to a new generation of conscious consumers. With endless styling possibilities, Zenyth is a versatile addition to any jewellery collection, perfect for moments year-round, from weddings and festive occasions to elevated everyday dressing. As Verlas expands in India, the collection continues to merge global design sensibilities with culturally significant moments, creating designs that are both timeless and relevant.
BrandBuzz
De Beers Group Advances ‘Love, From Dad’ Campaign As Project INDRA Network Expands Across India
Expanded INDRA Network and New Design Offerings Drive Deeper Retailer Engagement and Natural Diamond Demand
Following strong consumer response, De Beers Group builds on its ‘Love, From Dad’ campaign alongside the expansion of the Indian Natural Diamond Retailer Alliance (INDRA). With a significantly larger and more engaged retailer network, this phase of the campaign is designed to drive stronger in-store activation, category growth, and deeper consumer connect across markets.
At the core of this phase is the evolution of Project INDRA, developed in partnership with the Gems & Jewellery Export Promotion Council (GJEPC). Since its inception, INDRA has rapidly scaled into a robust, nationwide retailer ecosystem, equipping partners with tools and resources to actively promote natural diamonds. The initiative enables retailers to leverage ready-to-use, customisable marketing assets via a dedicated digital portal, complemented by enhanced WhatsApp integration for seamless localisation and personalised outreach.
This year, the ‘Love, From Dad’ campaign is further strengthened with the introduction of new, contemporary natural diamond designs curated for second ear piercings. These designs offer retailers a fresh and relevant product proposition, aligned with evolving consumer preferences for self-expression, everyday luxury, and milestone-led purchases.
Originally conceptualised to tap into the growing influence of Gen Z and Millennial consumers, the campaign centres on the second ear piercing as a culturally resonant yet underleveraged retail opportunity. Positioned as a moment of personal choice and individuality, it creates a new occasion to engage consumers beyond traditional purchase drivers. By associating this milestone with natural diamonds, the campaign drives incremental demand within the category.
Shweta Harit, Global SVP, De Beers Group, said:
“The continued momentum of Project INDRA reflects the growing confidence of retailers in the natural diamond category. With an expanded network and enhanced tools, we are enabling our partners to translate culturally relevant insights into tangible business opportunities. This year, ‘Love, From Dad’, along with its new design offerings, allows retailers to engage with consumers in more meaningful ways while driving store-level growth.”
The campaign continues to highlight the emotional bond between fathers and daughters, positioning the second ear piercing as a defining moment of self-expression, supported by a father’s trust and encouragement. This storytelling approach, combined with strong retail integration, provides jewellers with a compelling framework to drive both footfall and conversions.
Supported by a 360-degree, multilingual rollout across television, print, radio, out-of-home, and digital platforms, the campaign is designed to deliver scale while enabling hyperlocal execution through INDRA retailers.
Verlas Celebrates Akshaya Tritiya With The ‘Zenyth’ Collection, Inspired By Modern Geometry and Timeless Gold
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