Working with designer Cherie D on the runway at Times Fashion Week, the brand’s key business goal was to reach a younger, style-conscious audience appreciative of both craftsmanship and innovation. The brand drew attendees’ interest, and received orders post-event
Mumbai: Gehna Jewellers recently collaborated with fashion designer Cherie D at Times Fashion Week, unveiling a capsule jewellery collection alongside the designer’s new line on the runway. Participating in the event was part of the brand’s strategy to connect with younger audiences who love traditional craftsmanship but also seek innovation in jewellery.
“At Gehna, we’ve always believed jewellery is an extension of personal style,” said Gehna Datwani, Creative Director, Gehna Jewellers. “Collaborating with Cherie D felt like the perfect synergy. The brand’s key business goal was to reach a younger, style-conscious audience seeking both innovation and craftsmanship.”
According to Datwani, the collaboration helped position the brand before a new audience segment. “It was a way to speak directly to the woman who loves couture but also seeks meaning and quality in her jewellery,” said Datwani. “It bridged the gap between traditional luxury and contemporary style.”
For the show, Gehna Jewellers created a dedicated capsule collection featuring neckpieces, stackable rings and earrings incorporating coloured stones. “The inspiration was ‘glamour in motion’,” said Datwani. “We wanted our pieces to complement Cherie’s collection while maintaining individuality.”
The jeweller’smarketing strategy extended beyond the runway. It used the collaboration to create real-time digital content and a post-show media kit featuring highlight pieces from the collection. This allowed the brand to amplify visibility and engagement online.
“Our goal was not just to be seen, but to be remembered,” Datwani explained. “We shared behind-the-scenes footage and focused on digital story-telling to ensure wider reach beyond the event.”
The brand’s jewellery drew interest from stylists, influencers and show attendees, with Gehna Jewellers receiving direct feedback and post-event orders. “We had people approach us backstage to see the pieces up close. A few orders even came through once the pieces were shared on our social media platforms,” Datwani said.
Datwani stated that the initiative met expectations and opened new possibilities for the brand. “It gave us a fresh platform to showcase who we are today — a heritage brand with a strong pulse on contemporary culture,” she said. “We’re open to future collaborations, but only where the creative vision aligns. For us, it’s about being seen in the right light.”
In 1986, Sunil Datwani founded Gehna Jewellers with a single boutique on Turner Road in Bandra, Mumbai. The first-generation entrepreneur hasnow become a recognized name in the industry.
Written by Achal Chaubey
Retail Jeweller India Exclusive
