VBJ Since 1900 (Vummidi Bangaru Jewellers), one of India’s oldest and most trusted heritage jewellery houses, has unveiled Avatara, a new design chapter that reframes how fine jewellery is experienced, worn and valued by modern women. Conceived as a symphony of transformation, the collection brings a contemporary design vocabulary to VBJ’s century-old craftsmanship, offering pieces engineered for versatility, movement and reinvention.

While Indian heirloom jewellery has traditionally been bound to ceremonial use, often becoming “locker jewellery,” Avatara marks a decisive shift in that behaviour. The collection — spearheaded by Diyya Vummidi, daughter of the elder brother Jithendran Vummidi, and an emerging creative force within the family — reimagines fine jewellery as a fluid extension of a woman’s everyday rhythm. Each piece is designed to evolve, divide and reassemble, allowing seamless transitions from workday mornings and poojas at home to brunches, temple visits, evening engagements, celebrations and weddings.

“Avatara comes from a place of quiet conviction,” said Amarendran Vummidi of VBJ Since 1900. “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 ease while reflecting the depth of our heritage. Elegance need not be reserved for select moments — it can live in the everyday when the craft is thoughtful, and the intent is clear.”

Expanding on the vision, Jithendran Vummidi of VBJ Since 1900 added, “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 yet rooted in the depth that defines VBJ. Avatara is a step toward a future where fine jewellery carries meaning beyond occasion-bound moments.”

As a fifth-generation brand, VBJ Since 1900’s legacy is deeply woven into India’s cultural fabric. The jeweller is renowned as the maker of the historic Sengol — the sacred sceptre symbolising India’s democratic journey — rediscovered after 72 years through VBJ’s meticulous research and reinstated beside the Speaker’s chair in India’s new Parliament. This lineage of integrity and heritage continues with Avatara, which represents the brand’s evolving commitment to craftsmanship that is both timeless and intuitively modern.

Designed as an evolving capsule, Avatara also offers select customisation, reinforcing VBJ’s bespoke design ethos. More than a collection, Avatara positions fine jewellery as a living companion — one that adapts to the wearer’s identity, choices and transitions. With its blend of heritage, engineering-led versatility and contemporary expression, VBJ Since 1900 sets a compelling direction for the future of heirloom jewellery.