The brand highlighted a clear shift in bridal styling, moving towards wearability and softer bridal looks, while experimenting with designs crafted in 14 KT, 18KT and 22KT gold, even as seventh generation jeweller Chandra Surana himself walked the ramp
Jaipur: Bhuramal Rajmal Surana Johuree recently brought its latest bridal jewellery to the Fashion Connect event in Jaipur, presenting a collection focused on balance, wearability and design clarity. The show brought together couture by designer Mohit Falod and the brand’s heritage jewellery in a format that felt cohesive on the runway.
The showcase saw seventh generation jeweller Chandra Surana walk the ramp alongside show-stopper Deepti Gujral. The event was attended by around 500 to 600 elite guests in Jaipur. “We did not create this collection for Fashion Connect. We selected pieces from what we have developed over the past year, keeping upcoming trends and designs in mind,” said Chandra Surana, Owner and CEO, Bhuramal Rajmal Surana Johuree, adding that the brand curated pieces from its recent jewellery lines, selecting designs that aligned with the runway styling.
The showcase followed a bridal theme with a touch of royalty but avoided heavy styling. The intent was to present jewellery in a way that works with the outfit, rather than dominating it. This reflects a visible shift in how bridal looks are being put together today. “We were clear that we should not overload the bride. Today, everything has to work in balance, whether it is price, creativity or the overall look,” Surana said, adding that the collection included diamonds along with coloured gemstones such as emeralds, rubies, sapphires, tanzanite, and tourmaline.
Another key aspect was the use of multiple gold purities. While 22KT gold continues to be important for traditional jewellery, the collection also included pieces in 18KT and 14KT. This reflects how jewellers are adapting to current buying behaviour due to high gold prices.
“Today we are not restricted only to 22KT. Depending on the design, 18KT and 14KT also work well. For fusion jewellery with polki, diamonds and coloured gemstones, these gold purities help balance the product better,” Surana explained.
The showcase underlines how heritage jewellers are strategically adapting to modern trends. By presenting existing inventory in a styled format, brands can extend product lifecycle, test consumer response to design directions, and position lighter, design-driven pieces as viable alternatives to traditional heavy bridal jewellery amid elevated gold prices.
The show also featured men’s jewellery, adding another dimension to the presentation, which highlighted a clear direction for the brand – that bridal jewellery today is not only about weight, but about how it is styled, worn and experienced.
Bhuramal Rajmal Surana Johuree, aheritage jewellery brand, operates three stores in Jaipur, Kolkata and Bengaluru.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
