Launch of the sub-brand is in response to a shift in customer behaviour, and to meet the needs of women who seek design-forward, versatile jewellery that fits into their daily lives, says Trisha Datwani Anand, who conceptualized and developed it
Mumbai: What happens when a legacy jewellery house realizes its own next-gen customers are looking elsewhere? Anmol Jewellers responded with Anmol Accents, a new sub-brand that aims to meet the needs of women who seek luxury jewellery that keeps up with their everyday lives. “Anmol Accents was born from the observation that younger women, even my peers, were not engaging with fine jewellery the way our older clientele does. This new sub-brand is our response to that shift in behaviour and need,” says second-generation jeweller Trisha Datwani Anand, Founder, Anmol Accents.
While Anmol Jewellers has built a reputation over the past four decades for high-end, occasion-driven pieces, Anmol Accents offers price-accessible luxury for women who want to wear jewellery regularly, not just on festive or wedding occasions. It is a strategic move to tap into an evolving customer base that seeks wearable, design-forward and versatile jewellery.
For Datwani Anand, Anmol Accents is a personal project shaped by her own experience with leadership, marriage and life transitions. Her belief is that luxury doesn’t need to be loud to be powerful. “This isn’t just a launch, it’s a beginning,” she says. “Accents is my way of saying: I see you. Because I am you.”
“Our high-end bijouterie collections perform very well, but I realized many of my friends didn’t feel like they could walk into our store and find something for themselves. Anmol Accents is meant to bridge that gap,” explains Datwani Anand. Priced under Rs 5 lakh, with many pieces under Rs 2 lakh, the new line encourages self-purchase for working women, be it for gifting or celebrating oneself.
Anmol Accents features four initial collections – Gaja, Gloom, Iconic and Signature – all designed with wearability in mind. Gaja, inspired by the elephant motif long associated with the Anmol brand, offers continuity and brand recall. Gloom is inspired by the lotus and connects Indian cultural roots with a modern design language. Iconic is based on the evil eye motif and re-interpreted in multiple forms and stone settings. Signature focuses on layering and stackable options using 14K gold and diamonds, catering to evolving trends in daily wear fine jewellery.
The launch of Anmol Accents itself was a grand affair in Mumbai, with four highly successful women drawn from diverse fields – chef and entrepreneur Pooja Dhingra, creative advertising whiz Binaifer Dulani, well-known educationist Lina Ashar, and actor Richa – sharing their personal journeys while styled in Anmol Accents jewellery. The curated guest list included women aged 30 to 45 who balance work, motherhood and personal goals, representing the brand’s core audience.
The sub-brand’s strategic focus is being brought to life with a content initiative titled ‘Spoken Word Meets Jewellery: A Campaign About Women’s Stories’. This year-long campaign, launching in August 2025, includes 50 original spoken word poetry videos addressing themes like self-worth, ambition and identity, connecting the emotional lives of women with the jewellery they choose to wear. All poems, with titles such as ‘The Power of No,’ ‘Imposter Syndrome,’ and ‘The Pay Gap’, have been written in collaboration with a dedicated writer and creatively directed by the Anmol Accents team.
To add a community focus, Anmol Accents has announced CSR support to Srujna Charitable Trust,to help underserved women across India to develop entrepreneurial skills, digital literacy and leadership abilities, all leading to financial independence. “Financial independence is not a given for women, even in privileged households. Partnering with Srujna was a conscious choice to align our brand values with our actions,” says Datwani Anand.
Founded in 1986, Anmol Jewellers is a trusted name in luxury jewellery, and has one flagship store in Mumbai. Anmol Accents is currently available at the Anmol Jewellers store, while efforts are on to develop a dedicated e-commerce portal and a shop-in-shop retail format to scale it up.
Written by Achal Chaubey
Retail Jeweller India Exclusive
