The new line includes six variants and marks the brand’s expansion into the lifestyle segment
Bengaluru: D2C fine jewellery brand GIVA has entered the fragrance category with the launch of its eau de parfum (EDP) collection, marking its expansion beyond jewellery into a lifestyle segment.
With this launch, GIVA brings together jewellery and fragrance, based on its view that luxury is both seen and experienced. The collection is developed for Indian consumers and uses EDP formulations (15-20%) for lasting wear.
The collection is positioned around the concept of ‘invisible jewellery’, defined as a personal form of expression through fragrance.
Ishendra Agarwal, Founder, GIVA said, “Jewellery has always been about how you’re remembered, not just what you wear, but what you leave behind. At GIVA, we’ve spent years creating pieces people can see and hold, but one question kept coming back: why should self-expression stop at the visible? With the launch of our eau de parfum collection, we’re introducing what we call invisible jewellery, fragrances that become a part of your identity, tell your story, and linger long after you’ve left the room.”
He added: “This isn’t just a line extension for us, but a natural evolution of the brand into a new category of adornment. By combining premium craftsmanship with accessible pricing and versatile scent profiles, we aim to bring the experience of fine perfumery to a wider, younger audience. As we continue to expand our footprint across India, we’re seeing a strong shift towards affordable luxury and fragrance felt like an inevitable next step in the GIVA journey.”
The collection includes six variants: Glow In Motion, Sky High, Heartstrings, Wings of Wonder, Diva, and Love in Paris.
GIVA entered the jewellery market with a focus on silver jewellery and later expanded into gold and lab-grown diamonds in 2023. In 2022, the brand opened its first offline store in Bengaluru and has since increased its retail presence across multiple locations.
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