Dhirsons Jewellers, part of the Dhiraj Dhir Group, Lajpat Nagar, has launched its Mother’s Day campaign titled ‘First Love. First Gold.’ centred on the theme of maternal relationships and gifting. The campaign presents a curated selection of gold and diamond jewellery designed for Mother’s Day purchases. According to the company, the collection includes both classic and contemporary designs positioned for everyday wear and occasion-led use.

The jewellery edit is available across all Dhirsons showrooms and through the brand’s official website. The campaign has also been integrated into the retailer’s in-store experience and visual merchandising initiatives during the Mother’s Day period. The company stated that the campaign draws on the association of gold with longevity and diamonds with brilliance, using these themes to represent a mother’s role within families and personal milestones.

Commenting on the initiative, Riva Dhir of Dhirsons Jewellers said, “With First Love. First Gold, we aim to honour every mother who has been a symbol of love, shine and light in our lives. It acts as a reminder to all of us how incomplete our lives would be without her.” The campaign messaging is being reflected across retail touchpoints, with a focus on emotional storytelling tied to seasonal jewellery gifting and consumer engagement around Mother’s Day.