The campaign reflects a clear shift in how brides are approaching jewellery, prioritizing personal style, versatility and intentional choices over traditional buying patterns
New Delhi: Contemporary fine jewellery brand AMARIS has launched a new campaign featuring actor Diana Penty, seeking to shift how bridal jewellery is presented to the modern bride.
The campaign has been rolled out across digital platforms, supported by in-store integration, ensuring that the narrative remains consistent throughout the customer journey. According to the brand, Instagram and video-driven formats have delivered the strongest response so far.
“The purpose of the campaign goes beyond visibility,” said Prerna Rajpal, Founder and CEO, AMARIS. “It marks a deliberate shift in how bridal jewellery is communicated, moving away from traditional, occasion-heavy narratives to something far more personal. At its core, this is about presenting a new-age bride: confident, self-assured, and making intentional choices.”
According to the brand, the campaign has generated strong engagement, with a rise in enquiries and consultation requests. Existing customers are actively referencing campaign visuals while interacting with the brand, leading to higher store visits and more focused purchase discussions.
This response also reflects a change in buying behaviour. Brides are increasingly looking for jewellery that feels versatile and personal, rather than ornaments limited to a single occasion. There is growing interest in unique gemstones alongside classic diamonds, and a greater willingness to mix pieces across functions instead of purchasing for specific events.
At the retail level, the campaign has been integrated into the in-store experience through dedicated display sections and large-format digital screens. These elements allow customers to engage with the collection more intuitively, while also helping sales teams guide conversations more effectively.
The brand has observed varying responses across markets. While metro cities such as New Delhi and Gurugram are aligning naturally with the campaign’s aesthetic, Hyderabad has emerged as a particularly strong market, with customers showing openness to more contemporary styling and coloured gemstones. Amaris is also expanding into Mumbai and Ludhiana, where it expects similar traction.
“What we’re learning is that today’s brides don’t want to be told a story, they want to see themselves in it,” Rajpal observed. “They are choosing jewellery that reflects their personality rather than something dictated purely by tradition.”
The campaign reinforces a broader shift in the bridal segment, where individuality and thoughtful selection are beginning to shape how jewellery is bought and worn.
AMARIS, founded in 2015, has evolved from a single boutique in New Delhi’s Chattarpur area into a growing multi-city presence, anchored by its flagship store in New Delhi and expanded through boutiques in Gurugram and Hyderabad. The brand also operates a strong online channel.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
