The campaign encourages gender-neutral exploration of the ornament, and traces its evolution from marker of status to powerful cultural emblem to contemporary fashion statement
Kochi: The Mookkuthikothi Fest (‘Mookkuthi’ meaning nose pin in Malayalam and ‘Kothi’ signifying aspiration and deep desire), an initiative by diamond jewellery brand Genesis Diamonds by Deepak Toms running from March 17 to 23, 2025, aims to celebrate the tradition of wearing nose pins while introducing modern, experimental designs to a growing consumer base.
Beyond showcasing jewellery, the brand wants to raise awareness about the rich history of the nose pinand the ‘Mookkuthi Samaram’, a significant revolt which took place in the 1860s, where women from marginalized communities fought for their right to wear nose rings, an ornament that symbolized status and identity but was denied to them due to caste hierarchies. By launching this festival, the brand seeks to highlight the ornament’s evolution from a marker of status to a powerful cultural emblem and a contemporary fashion statement.
The festival has already drawn substantial attention from jewellery enthusiasts and the brand’s customers online. Speaking about the initiative, Tessa Davis, Managing Director of Genesis Diamonds by Deepak Toms, highlighted the festival’s goal: to make nose pins accessible and appealing to a wider audience. “Diamonds have always been aspirational, and nose pins provide an affordable entry point. With a starting price of Rs 4,000–5,000, even those with a modest budget can own a piece of fine diamond jewellery,” she said.
As part of the launch, the brand is running a campaign featuring videos of customers sharing personal stories about their nose piercings and nose pins, and how each piece of jewellery is not just an ornament, but a personal statement. The festival showcases both heritage-inspired and modern interpretations of the nose pin. While traditional designs remain a staple, newer creations incorporate vibrant gemstones such as emeralds, sapphires and rubies.
In addition to ready-made designs, consumers can request bespoke pieces featuring intricate motifs like lotus flowers or elephants. “Customization has been a key attraction for this launch,” Davis stated. “We’ve already received over 100 online inquiries for personalized designs, and the response has been overwhelming.”
The Mookkuthikothi Fest is not just about catering to female consumers. The brand has actively embraced gender-neutral jewellery, encouraging men to explore nose pins. This shift reflects changing fashion sensibilities, with more men opting for nose studs and rings these days. “We encourage people to embrace jewellery without stereotypes or judgment,” Davis remarked.
This inclusivity aligns with broader cultural shifts, where cross-dressing and gender-fluid fashion trends have gained mainstream acceptance. “One of our Instagram videos featured a man discussing how getting a nose piercing became a form of self-expression. We want to create an environment where everyone feels free to wear what they love,” Davis explained.
The brand has leveraged Instagram to generate buzz around the campaign, sharing reels and posts that have garnered high engagement. Consumers frequently comment on these posts, enquiring about designs, prices and customization options.
“Our Instagram marketing has worked wonders,” Davis stated. “We receive most of our orders through Instagram, even more than our official website. The engagement has translated into strong sales, with over 20 pieces sold in just the first two days of the event.”
Operating from its flagship store in Kochi, Genesis Diamonds is an initiative of Deepak Toms Diamonds, a leading gold and diamond jewellery group based in Kerala.
Written by Megha Misra
Retail Jeweller India Exclusive
