The launch event was attended by HNI customers and long-standing patrons of AVR, as a new chapter unfolded for the 97-year-old legacy jewellery house. The fashion show presented select jewellery pieces from D.REN’s collections, positioned as ‘High Jewellery Re-imagined’
Chennai: AVR Swarna Mahal Jewellers marked a new milestone with the recent launch of its high jewellery brand, D.REN, at its flagship store in Anna Nagar, Chennai. The launch event was attended by HNI customers and long-standing patrons of AVR. The evening featured a fashion show presenting select jewellery pieces from D.REN’s collections.
D.REN is a new brand under the AVR Swarna Mahal Group, which has been associated with fine jewellery for over 97 years. The new brand introduces a design philosophy described as ‘High Jewellery Re-imagined’, showcased in a 2,500 sq. ft boutique on the fourth floor of the AVR Swarna Mahal Jewellers showroom.
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 the upcoming monthly collections of D.REN.
Actor Arvind Swamy, who was recently appointed brand ambassador for the AVR Swarna Mahal Group, said, “I am drawn to D.REN’s commitment to craftsmanship, innovation and elegance. The brand’s philosophy resonates with my own values. AVR Swarna Mahal has an unmatched legacy — D.REN is a natural evolution that represents the future of Indian high jewellery to the world.”
The launch was led by the fifth generation of the AVR Swarna Mahal jeweller family including A.B.S. Sanjjay, S. Saumyha, A.V.R. Siddhanth and A.V.R. Shree Smaran.
A.B.S. Sanjjay, Managing Director, AVR Swarna Mahal said, “With D.REN, we are setting a new benchmark in the high jewellery segment. It is not merely about creating jewellery, but crafting an experience that speaks to the soul — something that defines who you are and what you stand for.”
“D.REN is about silent luxury, a feeling of elegance that doesn’t need to shout. It’s about confidence, timeless femininity and individuality. We’ve designed every touchpoint to reflect that ethos,”added S. Saumyha, Joint Managing Director, AVR Swarna Mahal.
A.V.R. Siddhanth, Director, AVR Swarna Mahal said, “This is our design revolution. D.REN is where grit meets grace, tradition meets innovation. Our collections tell stories from stars to cities and are crafted to resonate with modern connoisseurs who seek depth and distinction.”
The launch of D.REN signals a new chapter for the legacy jewellery house. The brand plans to expand to Tier I cities in India and global markets.
Retail Jeweller’s exclusive report broke the news of D.REN’s launch. Read it here.
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.
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