Navrathan Jewellers creates perfect Teej gifting scope with studded hand mangalsutras

Mangalsutras have been facing some evolutions of late. Gone are the days when a bride from the urban markets would be happy with a traditional gold and beads design. It’s time to add some fashion in the traditional Hindu jewellery, and Navrathan Jewellers has come up with their rendition of studded hand mangalsutras.

When asked about the market need that promoted creation of such jewellery, a spokesperson from the digital marketing team of the brand said that the market has always been rooting for lightweight variables of traditional jewellery such as mangalsutras. “People want lightweight, multi-purpose jewellery these days. That pushed us to design mangalsutras that look trendy and come at an affordable price point,” he said.

The retailer has enhanced the appeal of this traditional ornament by adding oodles of style to it. The hand mangalsutras can be fashionably worn on all occasions as the beads are intelligently added to the bottom part of the bracelet while diamonds sit pretty on top.

What steals the show is the studded diamonds and colour gemstones in the hand mangalsutras. They also double up as hand bracelets and has inarguably become the perfect launch for the upcoming Teej. This is a great example of having the youth stay connected to traditional customs and assets by stylising them according to current preferences and thus increasing acceptance.

RJ Market Watch