Indriya from Aditya Birla Jewellery has appointed actor Krithi Shetty as brand ambassador for Andhra Pradesh, Telangana and Karnataka, launching its Varalakshmi campaign ahead of the festive season.

Divine Solitaires recognised partner jewellers and conducted TSFI’s first weekly lucky draw on 9 August at IIJS Premiere 2026 in Mumbai, marking the festival’s fifth edition.

Senco Gold & Diamonds inaugurated its 6,500 sq. ft. flagship Janpath store in Bhubaneswar on July 20 with actor Rakul Preet Singh, ahead of Odisha's festive and wedding shopping season.

Gargi by PNGS has opened two jewellery kiosks at Lakeshore Mall, Hyderabad, and Pacific Mall, Delhi, in June 2026, expanding its retail network through a capital-efficient kiosk-led strategy.

Ministry of Good Souls has introduced a new bridal jewellery collection in 925 sterling silver, featuring handcrafted designs for weddings and festive occasions, with prices ranging from Rs 30,000 to over Rs 1.6 lakh.

De Beers Group has expanded its ‘Love, From Dad’ Father’s Day campaign with actor Pankaj Tripathi and daughter Aashi, alongside retail activations across 50 stores in India on June 20–21, 2026.

Akoirah recorded strong sales and footfall growth across Mumbai, Navi Mumbai and Pune during its Akshaya Tritiya campaign in April 2026, driven by a diamond draw initiative and in-store engagement.

Akoirah rolls out a diamond draw campaign from April 6–19, 2026 across Mumbai, Navi Mumbai and Pune, offering purchase-linked entries and 20% diamond discounts to drive festive footfall and engagement.

Aisshpra Gems & Jewels launched its 14th showroom in Alambagh, Lucknow on March 19, 2026, expanding presence in Uttar Pradesh and strengthening focus on trust-led, customer-centric jewellery retail formats.

VBJ Since 1900 unveiled the MS Dhoni Signature ‘Lucky 7’ Bracelet in Chennai on 11 December 2025, created under PGI’s Men of Platinum initiative to expand men’s platinum jewellery offerings.

GIVA activated a nationwide on-ground campaign from December 10 2025 to drive participation in its Exchange Fest, using transit media, mall installations and hyperlocal outreach to increase store footfall and consumer engagement.

Senco unveils its new 'Vivaah' Wedding Collection, blending heritage craftsmanship with contemporary bridal aesthetics, supported by a nationwide campaign starring Kiara Advani and special festive offers for wedding-season shoppers.

This Akshaya Tritiya, the festival synonymous with prosperity and new beginnings, leading jewellery brands are launching meaningful collections, including spiritually-inspired creations; besides there are irresistible offers that go beyond just luxury, finds out Priyanka Talreja Garegrat

For generations, gold has held a revered place in Indian culture, symbolizing good luck and heralding prosperous times. This deep-seated cultural bond continues to thrive, even as gold prices soar to unprecedented levels