Bengal Jewellery hosts grand kick-off in Kolkata for Kallol of NJ’s 50th anniversary celebrations

The brand views its association with one of the largest Bengali socio-cultural organizations in North America as a long-term investment in its US expansion plans, anticipating future business opportunities and aiming to further strengthen its bond with the Bengali diaspora

Kolkata: Bengal Jewellery, a diamond jewellery brand based in Kolkata, recently hosted a grand event to kick off the golden jubilee celebrations of ‘Kallol of NJ’, one of the largest Bengali socio-cultural organizations in North America. Kallol of NJ, well-known for its extravagant Durga Puja pandals in New Jersey, started its 50th-anniversary celebrations with the event in Kolkata this month.

The opportunity to host the celebration came courtesy the brand’s established presence within the Bengali diaspora in New Jersey. While the main festivities will take place in the US this July, the occasion was marked early with an exclusive meet-and-greet, bringing together renowned artistes like actor Anirban Bhattacharya and his theatre troupe, Bengali musical-duo Sourendro-Soumyajit, and singer Somlata Acharyya Chowdhury. These performers are also set to take the stage during the celebration in New Jersey later this year.

Bengal Jewellery’s 25-year association with Kallol of NJ made this celebration a natural fit, aligning well with the brand’s values and identity. “A huge chunk of Bengali people living in the US travel back to their home country during the months of December, January and February. So we strategically planned the event around this time, ensuring maximum engagement from our target audience,” explained Sradhya Roy, Senior Public Relations and Marketing Manager, Bengal Jewellery LLP.

“With approximately 80-85 attendees, the event was a resounding success, fostering engagement and brand recall among the community,” Roy remarked. The brand views this as a long-term investment in its expansion plans for the US, anticipating future business opportunities and aiming to further strengthen its bond with the Bengali diaspora.

While actively exploring expansion opportunities in the US, the brand has also maintained strong ties with initiatives such as the North American Bengali Conference (NABC) 2025, catering not only to first-generation Bengalis in the US but also to their families and future generations who continue to embrace its heritage. Additionally, the brand hosted a promotional event for the conference on February 12 in Kolkata, ahead of NABC 2025, which will take place in Toronto in July.

The foundations of Bengal Jewellery were laid in 1924 by the late Sambhu Nath Roy, who, at the age of 18, established The Bengal Jewellery Manufacturing Company in erstwhile Calcutta. Following his passing, his son, the late Asok Roy, took over leadership from 1977 to 2008. In 2004, the company expanded its reach to the USA and Canada, and in 2015, the next generation further broadened its presence, adding UK and Europe to its portfolio. Bengal Jewellery operates four retail stores in Kolkata and has a significant retail presence overseas too.  

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