D.REN is being presented as a separate brand with its own store format and identity, and a marketing strategy built on selective outreach and ‘silent luxury’. Intended for Tier I cities across India, the first D.REN store opens in Chennai on June 1
Salem: Leading jewellery retailer AVR Swarna Mahal is all set to introduce its latest venture, D.REN, a dedicated high jewellery brand. Positioned as a distinct entity under the group, D.REN aims to explore a new segment of the jewellery market, offering a fresh take on design and presentation.
Speaking about the vision behind this initiative, A.V.R. Siddhanth, Director of D.REN from the House of AVR Swarna Mahal Jewellers, said, “We want to diversify in the jewellery industry, and we see a lot of scope in the high jewellery segment. Jewellery is not just an investment or celebration—we wanted to show something unique with each piece of D.REN.”
D.REN is being presented as a separate brand with its own store format and identity. It is intended for Tier I cities across India, with the first store opening in Chennai on June 1, 2025.An event scheduled for May 31 will include unveiling of the brand ambassador for D.REN and discussions on future group initiatives.
The line will focus on diamond jewellery, incorporating mined and lab-grown stones, as well as precious gemstones. The materials include gold, platinum and titanium, with a variety of strokes and finishes. Manufacturing will integrate both handcrafting and advanced technology.
D.REN is built around three key categories—Pret, Haute Couture and High-End Jewellery. For its launch shoot, the brand introduced collections themed around concepts like ‘Travel Around the World’ with various artistes. These themes will continue to influence D.REN’s upcoming monthly collections.
The introduction of D.REN also involves a marketing strategy built on ‘silent luxury’. The brand will not pursue loud promotions but will rely on selective outreach and curated experiences for its audience. A fashion show and dinner are part of the launch event, to be attended by high-net-worth individuals and long-standing customers of AVR Swarna Mahal.
On how D.REN will stand apart from the brand’s existing jewellery lines, Siddhanth said, “It’s completely different from what we offer currently. Every detail—from packaging to interiors to design language—has been reworked.”
AVR Swarna Mahal was founded by A.V. Ramachandran nine decades ago. Currently, the AVR Swarna Mahal Group operates 32 retail outlets across Tamil Nadu and Karnataka, including its sub-brands. The group owns silver brand Vendi, founded in 2021, which has built a strong retail footprint in Bengaluru and Chennai.
Written by Achal Chaubey
Retail Jeweller India Exclusive
