The brand’s first three stores are run at Chandni Chowk, Noida Sector 18 and Jaipur
Noida:Heritage fine jewellery brand Vasundhra Raj Luxury Jewellery has opened its fourth flagship store, located at Central 50 mall in Noida. The brand’s first three flagship stores are run at Chandni Chowk, Noida Sector 18 and Jaipur.
The new store marks an important milestone for the brand after the success of its existing stores. “Designed as an immersive jewellery destination, the space reflects Vasundhra Raj’s modern yet rooted design philosophy, with interiors that echo sophistication and collections that blend artistry with innovation,” shares a company communique.
Actor Divya Khossla recently visited the store, and explored the brand’s latest collections, which are in line with the brand’s focus on modern luxury.
Speaking on the launch, Vasundhra Raj, Founder & Creative Director, Vasundhra Raj Luxury Jewellery,said, “Opening our flagship store at Central 50, Noida is a proud moment for us. This city is vibrant, dynamic and deeply attuned to contemporary style and we’re excited to create a space where clients can connect with our jewellery in an intimate, experiential way.”
Designer Vasundhra Rajofficially launched her eponymous label in 2024, collaborating with women artisans in Uttarakhand and committing deeply to fair trade and cultural preservation. The brand emphasizes slow luxury—handcrafted, heirloom-quality pieces that honour regional traditions while resonating with modern wearers.Drawing upon Uttarakhand’s jewellery heritage, Vasundhra Raj employs traditional techniques like jadau, gold dai, meenakari, khudayi, talaf, and partaash in its collections.
The brand is known for its high visibility marketing campaigns rooted in culture. The ‘Mon Ami, Mussoorie’ campaign is a nostalgic homage to tribal women and mountain heritage, portrayed as a cherished letter from a long-lost friend, while the ‘Teele Dharo’ campaign showcases Uttarakhand’s ornaments like the Bulakee (gold nose ring), Nath and Pahunchi in a musical video featuring local artistes.
With this launch, Vasundhra Raj Luxury Jewellery now operates four stores and continues to grow its presence in India’s luxury retail sector, offering modern luxury to a new generation of jewellery buyers.
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