This Akshaya Tritiya, the brand is inviting patrons to not just bring home gold, but to bring home something that stays forever
New Delhi: Ahead of Akshaya Tritiya, Dhirsons Jewellers from the Dhiraj Dhir Group has unveiled its campaign ‘Sone Ka Rishta’, celebrating the timeless emotional and generational value of gold. Rooted in the philosophy of‘Akshaya’ (that which never diminishes), the campaign brings alive the idea that gold is not merely an ornament, but a symbol of relationships, memories and legacy.
With a strong emotional narrative, the campaign highlights how every piece of jewellery carries meaning beyond its material worth, be it a mother’s blessing, a daughter’s new beginning, or a cherished moment that evolves into a lifelong memory. The campaign encourages consumers to move beyond transactional buying and embrace gold as something that endures across generations.
Speaking about the campaign, Raghav Dhir, Managing Director, Dhirsons Jewellers (Dhiraj Dhir Group), said,“Akshaya Tritiya has always been a key moment for gold buying in India, but today’s consumer is also seeking meaning and long-term value. Through ‘Sone Ka Rishta’, we are reinforcing Dhirsons’ commitment to offering jewellery that is not only timeless in design but also significant in emotion, something that truly stays with you across generations.”
Adding to this, Riva Dhir, Creative Director, Dhirsons Jewellers (Dhiraj Dhir Group), said, “With ‘Sone Ka Rishta’, we wanted to bring out the deeper emotional significance of gold, especially on an occasion like Akshaya Tritiya. For us, jewellery is not just about design or craftsmanship, it is about the stories it holds and the relationships it represents. Every piece we create is meant to be cherished today and passed on tomorrow, carrying forward a legacy that never diminishes.”
The campaign is supported by a curated collection of handcrafted gold jewellery, designed to reflect both tradition and contemporary elegance. With attractive incentives, Dhirsons aims to make this auspicious purchase even more meaningful for its customers.
Founded in 1950 in Ludhiana, Punjab, Dhirsons Jewellers Pvt. Ltd is a legacy brand built on trust, craftsmanship and quality. Since establishing its presence in New Delhi in 1992, the company has grown its showroom in Lajpat Nagar into one of the city’s most well-known jewellery destinations.
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