At Jaigarh Heritage Festival, Bhuramal Rajmal Surana Johuree makes a case for preserving traditional jewellery-making techniques

The legacy brand amplified the art of making Jadau, Kundan and Meenakari jewellery, highlighting traditional craftsmanship and its evolution into contemporary designs

Jaipur: Jaipur-based jewellers Bhuramal Rajmal Surana Johuree, with its roots dating back to 1735, and a long history of association with Rajasthan royalty, made a case for the preservation of traditional techniques of jewellery-making at the Jaigarh Heritage Festival held recently in Jaipur.

Organized by the Jaipur royal family and led by Maharaja Padmanabh Singh of Jaipur, the festival, held within the walls of Jaipur’s historic Jaigarh Fort, celebrates Rajasthan’s vibrant crafts and culture. As festival partner and participant, Bhuramal Rajmal Surana Johuree used the opportunity to strengthen its brand identity through cultural advocacy and showcase its exquisite collection of Jadau and Kundan jewellery. But for the brand, the festival was more than an exhibition—it was a platform to amplify the art of preserving traditional Jadau, Kundan and Meenakari jewellery-making techniques.

“Our objective wasn’t about immediate sales or customer acquisition,” said Chandra Surana, Owner and CEO of Bhuramal Rajmal Surana Johuree. “We wanted to showcase the artistry and tradition behind Jadau, Kundan and Meenakari jewellery, emphasizing quality, craftsmanship and cultural preservation. This extends to gem-cutting and inspiring artisans to continuously improve and gain the recognition they deserve.”

At the festival, the brand focused on educating visitors about the process behind Jadau, Kundan and Meena jewellery-making. The brand showcased sample pieces to illustrate the evolution of regal jewellery from heavy, traditional designs to lighter, contemporary styles.

“Unfortunately, there has been significant deterioration in the quality of Jadau, Kundan and Meenakari jewellery over time. Many no longer treat it as a true art form to preserve or a tradition to nurture but instead as a means of quick commercial gain,” said Surana, adding, “Through our efforts, we aimed to educate our connoisseurs about the hallmarks of quality craftsmanship and the essence of this art form.”

“While this wasn’t a commercial endeavour, it strengthened our brand’s narrative and our position as a custodian of this traditional art,” explained Surana.

By associating with a prestigious event like the Jaigarh Heritage Festival, Bhuramal Rajmal Surana Johuree not only reinforced its heritage credentials but also strengthened its appeal to an elite audience that values quality and tradition.

The family’s historic connection to the Jaipur royal family has long been a cornerstone of their brand story. Maharaja Jai Singh Ji II had invited the Suranas in the early 18^th century to Jaipur as experts in jewellery design and to promote the art of Jadau. Today, the House of Suranas has maintained its artistic and aesthetic values and traditions linked to the royalty of Rajasthan. Experts in artisanal jewellery for nearly three centuries, Bhuramal Rajmal Surana Johuree continues to thrive under the leadership of Chandra Surana. Prashant Surana and Urvashi Surana Shaw, son and daughter of Chandra Surana, have joined the family business, bringing a fresh, modern perspective to the legacy.

The brand has one store each in Jaipur, Kolkata and Bengaluru.

Written by Megha Misra

Retail Jeweller India Exclusive