Tamannaah Fine Jewellery is intended to be ‘everyday fine jewellery’ suitable for continuous wear, transitioning through different parts of the day, from professional settings to travel and social occasions
Mumbai: Actor Tamannaah Bhatia has launched her jewellery label, Tamannaah Fine Jewellery, marking her entry into the fine jewellery space as a designer and entrepreneur. The brand has been introduced following a period of gradual visibility through public appearances, social media posts and award events where Bhatia was seen wearing pieces from the brand’s collections.
Tamannaah Fine Jewellery positions itself in the fast-growing everyday fine jewellery segment, targeting consumers who seek design-forward, wearable pieces suited to modern lifestyles. The label has been developed over the past two years with an emphasis on pieces that fit into long working days, frequent travel and varied schedules without requiring changes across occasions. Functionality has played a central role in the design process, with attention given to closures, fit, durability and compatibility with everyday clothing.
Built around the philosophy ‘Beyond the Occasion’, the brand challenges the traditional notion of jewellery being reserved for weddings or special events. Instead, it focuses on jewellery as an everyday expression of personal style, designed to be worn across work, travel and social settings.
The label launches with three core collections — Half & Half, The Flick and Plumptious — each exploring contrasts such as masculine and feminine, structure and fluidity, and stillness and movement. The designs are crafted in 14K and 18K gold, set with natural diamonds and gemstones, and emphasise comfort, durability and ease of wear.
Bhatia has been closely involved in the brand’s development, from conceptualization to product testing. The jewellery has been designed for continuous wear, intended to transition effortlessly through different parts of the day — from professional settings to travel and social occasions.
The brand has opened its first flagship store in Juhu, Mumbai, that aims to create a relaxed, accessible shopping experience for consumers.
The brand draws from Bhatia’s personal relationship with jewellery, as her father, Santosh Bhatia, has operated a jewellery retail business for over 15 years, making jewellery a familiar presence in her life alongside her acting career. While the venture marks Bhatia’s first independent foray into jewellery retail, she has partnered with her father, who brings years of operational and retail experience to the business. Together, they are overseeing design, production and retail operations to ensure quality control and consistency as the brand scales.
With the launch of Tamannaah Fine Jewellery, the actor-entrepreneur enters a competitive but rapidly evolving segment of India’s jewellery market, where consumer preferences are shifting towards lightweight and versatile fine jewellery that can be worn every day.
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