Designed to reimagine how communities engage with jewellery, the series marks a significant step in the brand’s evolution under the third generation leadership of Suhail and Sahil Kedia.

Launched first in Jalandhar, followed by a second edition in Amritsar, Maliram Vows goes beyond conventional retail showcases. The events integrate jewellery with cultural and lifestyle experiences, inviting guests to interact with pieces as companions to life’s milestones rather than mere adornments.

The initiative attracted strong participation across generations. While the majority of attendees were between 25–45 years old, including young professionals and brides-to-be, the presence of the 55–65 demographic underscored Maliram’s enduring relationships with long-standing patrons.

“What sets Maliram Vows apart is its balance between tradition and modern aspirations,” said the brand in a statement. By positioning jewellery within the context of culture and community, Maliram Jewellers aims to build deeper emotional connections with both loyal and new audiences.

Encouraged by the response, the brand plans to expand Maliram Vows into a recurring series, reinforcing its identity not only as a trusted jeweller but as a curator of shared experiences that celebrate heritage, elegance, and modern luxury.