The festival is a month-long celebration of design, tradition, and the cultural significance of jhumkas connecting generations and showcasing the jhumka as a symbol of identity and expression
Chennai: VBJ Since 1900 (Vummidi Bangaru Jewellers) has launched its first Jhumka Festival, a month-long initiative running from 1 to 31 October 2025. The festival focuses on the design and cultural significance of jhumkas, showcasing a curated collection in gold, diamond, and silver that reflects Indian jewellery traditions while appealing to contemporary buyers.
The collection includes temple-inspired heritage pieces, occasion-ready designs, diamond-studded profiles, and petite “baby jhumkas” designed for lightweight wear. The range is aimed at Gen Z buyers, working professionals, and long-standing collectors, balancing usability, versatility, and design intent. The festival also includes a lightweight segment aligned with market needs, making the pieces accessible to a wider audience.
As a fifth-generation family-run brand, VBJ highlights its historic legacy, including its role as the maker of the Sengol (sceptre), a symbol of India’s democratic traditions, now placed beside the Speaker’s chair in the new Parliament. The Jhumka Festival builds on this heritage, underlining the enduring significance of the jhumka in Indian jewellery.
Speaking on the launch, AmarendranVummidi, Managing Partner, VBJ Since 1900, said, “For 125 years, VBJ has honoured India’s jewellery traditions while evolving with changing times. This festival elevates the jhumka from a staple to a hero piece – crafted for movement, identity, and expression.”
Jithendra Vummidi, Managing Partner, VBJ Since 1900, added, “A jhumka is more than an ornament – it holds memory, character, and emotion. With this festival, we celebrate a form that resonates across generations, offering timelessness with relevance.”
The collection demonstrates craftsmanship including South Indian close settings, coloured stone accents, motion-friendly tassel designs, and weight-optimised forms. The campaign tagline “Jhumkagira re… VBJ ke bazaar mein” is intended to connect across generations.
The VBJ Jhumka Festival Collection is available at all VBJ stores and online, with select customisation options, continuing the brand’s tradition of service and client engagement.
VBJ is a jewellery company based in South India, known for diamond and goldjewellery as well as silverware. It operates flagship stores in Chennai and has announced expansion plans across South India. The company opened its first international showroom in Dallas, Texas, in 2023 and plans further expansion across other cities in the United States.
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