Working alongside established designers such as JJ Valaya, Falguni Shane Peacock, Rahul Mishra and Varun Bahl, the brand finds a strategic platform to position itself in the luxury jewellery market, before an audience deeply invested in high fashion and craftsmanship
New Delhi: Archana Aggarwal Timeless Jewellery is showcasing its latest collection at the 18th Edition of Hyundai India Couture Week, an event curated by the Fashion Design Council of India (FDCI) in association with Reliance Brands. The platform, known for celebrating Indian design and craftsmanship, allowed the brand to engage with an audience deeply connected to high fashion. It also reinforced the brand’s commitment to artistry inspired by fashion stalwarts and their enduring influence. The event runs from July 23 to July 30 at the Taj Palace, New Delhi, and features 14 top level couturiers.
Archana Aggarwal, Jewellery Designer and Founder of Archana Aggarwal Timeless Jewellery, explains the rationale behind the partnership, saying, “Our partnership with FDCI Hyundai India Couture Week is rooted in a shared vision of excellence, craftsmanship and story-telling. The India Couture Week represents the pinnacle of fashion and luxury in India, and aligning our brand with it naturally strengthens our position within that space.” She adds that working alongside established designers such as JJ Valaya, Falguni Shane Peacock, Rahul Mishra, and Varun Bahl allows the brand to place its jewellery within a broader narrative, enhancing the presentation and appeal of each piece.
The collection showcased at this year’s Couture Week has been specifically curated for the event. “Each piece has been thoughtfully curated in alignment with the theme and moodboard of the shows we’re collaborating on,” Aggarwal says. “We don’t just design jewellery to match outfits, we craft pieces that enhance and deepen the visual story-telling of the garments.” This approach underlines the creative intent to complement the designers’ work and offer an integrated experience to the audience.
From both a creative and commercial perspective, the brand is focused on pushing boundaries while maintaining the core values of its identity. “Creatively, we’re exploring bold yet intricate designs that feel both modern and timeless: pieces that command attention but also invite emotion,” comments Aggarwal. She sees the platform as an opportunity to connect with key players in the industry.
The exposure gained at this event is expected to open doors for further collaborations and retail opportunities. “Our hope is that this showcase not only strengthens our visibility within the luxury fashion ecosystem but also opens doors for deeper collaborations, whether that’s with designers, retailers, or even collectors who are looking for something meaningful and rare,” Aggarwal notes, highlighting the importance of creating lasting impressions for lasting relationships.
With this presence at Hyundai India Couture Week, Archana Aggarwal Timeless Jewellery continues to assert its place in the luxury segment, leveraging fashion’s premier platform to engage with discerning audiences and industry insiders alike.
Archana Aggarwal Timeless Jewellery was launched in 2003. The brand specializes in crafting custom jewellery pieces. It has one showroom in New Delhi.
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