The jeweller has collaborated with designer Amit Aggarwal for the new collection ‘Banarsi: The Art of Becoming’, to elevate the brand narrative through a cross-category connect. A joint presentation at the upcoming India Couture Week will tap the luxury segment for the new line
New Delhi: Isvari Jalandhar Jewellery House has collaborated with ace designer Amit Aggarwal for its new collection ‘Banarsi: The Art of Becoming’, aiming to explore Indian cultural references through fine jewellery and enhance its appeal in the luxury market.
The Banarsi collection forms part of a broader creative partnership with Amit Aggarwal, whose new Indian couture line is set to launch at the upcoming India Couture Week in New Delhi. The two brands will present together, reinforcing the shared language between garments and jewellery. The partnership allows Isvari access to Amit Aggarwal’s loyal couture clientele—typically affluent, urban, and design-aware buyers—thus expanding its customer base. “Our collaboration with Amit is the result of a shared vision. His garments and our jewellery have always complemented one another. This time, we decided to bring it out formally,” said Manik Jain, Partner at Isvari Jalandhar Jewellery House.
The Banarsi collection is built around Indian forms – long haars, Navratna pieces, naths and maangtikas. The jewellery includes multi-coloured gemstones and large Navratna arrangements paired with traditional silhouettes. A campaign for the collection was shot at Hampi, Karnataka, a site known for its ancient temples, reinforcing the theme of roots and continuity in Indian design. “We chose to shoot in Hampi because the backdrop naturally connects with what we’re trying to say through the jewellery: that these forms have existed for centuries, and still remain relevant today,” Jain said.
Rather than showcasing the line in a conventional setting, Isvari chose to shoot the campaign in the backdrop of architectural ruins, aligning the jewellery with India’s historical design vocabulary. From a brand perspective, the campaign aims to create differentiation through cultural relevance. By integrating design history into its marketing approach, Isvari hopes to reach audiences looking for deeper meaning in their jewellery purchases. “The benefit is not just exposure,” said Jain. “We want to build long-term associations with people who connect with our story. That’s what this campaign sets out to do.”
Isvari Jalandhar Jewellery House operates a single flagship store in Defence Colony, New Delhi, with a focus on large diamonds and gemstones. The brand, built over four generations, is now seeking to expand its cultural and creative footprint through strategic partnerships.
Written by Achal Chaubey
Retail Jeweller India Exclusive
