JewelOne, one of South India’s fastest growing retail jewellery brands from the house of Emerald Jewel Industry India Limited, is back with a new collection, Zheena, which is gemstone jewellery that celebrates the qualities of vibrance and rarity.

The collection was unveiled in the presence of the JewelOne’s Managing Director K. Srinivasan, Chief Operating Officer N. Vaideeswaran, and other guests from the company at JewelOne’s Madurai showroom.

The event began with the auspicious lighting of the lamp, followed by unveiling the logo of the new collection, and then a showcase of the range by the MD.

Srinivasan, who unveiled the collection, said, “We present to you our latest collection, Zheena. We have enjoyed success with our collections like Ayanaa and Nirjhara in the past, and now we want to delight our customers with more such collections. There’s more coming ahead. This collection is a mix of 20%-30% traditional design patterns and 70%-80% contemporary patterns. The collection comprises long harams, neckwear, chokers, bangles, earrings and finger rings. The price starts from Rs 20,000, and goes up to to Rs 5 lakh.”

Talking to the media, Vaideeswaran said, “We are super excited to present to you Zheena, a new collection of jewellery crafted with precious and semi-precious gemstones. This collection celebrates the personality of women and the quality to light up any place they are in – with their vibrance. The collection is aptly defined but its tagline: “Zheena: As vibrant as you”. The name has a Persian origin and the word means ‘vibrance’. Every piece in this collection has been crafted to be modern-style jewellery, and perfect for occasions like weddings, engagements, cocktail evening, parties and even office-wear. Zheena comes after the successful launches of our two previous collections – Ayanaa and Nirjhara.”

The collection will be available at all the 14 showrooms of JewelOne in Tamil Nadu and Puducherry. The group plans to expand its retail presence through franchisees and business partners across the state and nationally as well.