The jeweller converted the collaboration with ‘Devi Chowdhurani: Bandit Queen of Bengal’ into strong showroom interest and continuity of its longstanding bespoke jewellery tradition
Kolkata: B. Sirkar Johuree recently partnered with the Bengali film ‘Devi Chowdhurani: Bandit Queen of Bengal’, a collaboration the company describes as a natural extension of its legacy. The brand, which has been in operation for over 140 years, found an immediate alignment with the film’s thematic link to Bengal. “When the producers approached us for an association, it was an automatic choice,” says Joydeep Sirkar, Director, B. Sirkar Johuree.
The film, starring Bengali actors Srabanti Chatterjee and Prosenjit Chatterjee in leading roles, was produced on a budget and scale Sirkar describes as one of the highest for the region. It provided the brand a great platform to ramp up its visibility. The size of the production and the focus on a historical storyline shaped the brand’s entire design process for the collaboration.
Because the narrative is set in the 18th century, the team undertook detailed research before creating the jewellery. The jeweller says that the team first listens to the storyline, learns about the cast, and then engages in multiple meetings with the production house. For this particular project, the research centred on jewellery trends of the period, including practices followed in zamindari households of yore.
Sirkar notes that in the olden days, kaarigars used to visit zamindars’ homes to take customized orders, returning several times to ensure the jewellery matched their requirements. This historical context guided the development of pieces crafted specifically for the film.
The brand created a collection for the movie based on this research and launched it at the time of its release. The collection includes heavy bridal jewellery for wedding sequences in the film and lighter pieces for scenes depicting daily life, reflecting the different requirements of each segment of the storyline. “The collection is already on display at our stores and has drawn huge response. The pieces created for the film are available for purchase, with prices offered on request due to gold rate fluctuations,” Sirkar says.
Custom orders continue to be a part of the company’s work, consistent with practices that have existed for more than a century. Sirkar mentions that the brand still receives specific design requests from customers, similar to earlier zamindari traditions. “We’ve had a bridal order this season, from someone very fond of the palki (palanquin). She wanted the palki motif to be incorporated in her jewellery,” he says. This continuity between historic and present-day bespoke work forms part of the brand’s identity and it also reflected in the film collaboration.
Promotion of the association was integrated into the brand’s existing communication channels. Since the company maintains an extensive customer base across West Bengal, it circulated the film’s teaser to customers via WhatsApp. In-store branding also featured the association, displayed alongside the brand name and the film’s title.
On future collaborations, Sirkar notes that the company works with several production houses but only proceeds when the storyline and jewellery requirements match. “It can’t be a forced collaboration,” he says, emphasising that the jewellery must fit the film’s setting. The decision-making process remains rooted in whether the designs can authentically support the narrative.
B. Sirkar Johuree is a well-established jewellery house based in Kolkata. It has multiple showrooms across Kolkata and its surrounding regions.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
