Jagdish Jewellers and Masaba’s bridal line campaign reflects upcoming wedding season’s trend 

As modern brides are increasingly drawing inspiration from past designs in their jewellery choices, the brand has aimed to meet this demand through their Eternal Elegance collection in the campaign 

Chandigarh: As the wedding season approaches, jewellery brands are gearing up to attract customers with exclusive collections and strategic collaborations. Many brands are either crafting standalone collections tailored to the festive and wedding markets or teaming up with renowned designers to offer more distinctive options. These collaborations often lead to broader, more dynamic marketing campaigns, aimed at reaching a wider audience and tapping into the growing demand for unique bridal jewellery. 

Chandigarh-based Jagdish Jewellers has chosen to collaborate with acclaimed Indian fashion designer Masaba Gupta’s label to create a fusion that appeals to modern brides under the collection, ‘The Masaba Bride 2024’. Such collaborations not only expand the creative boundaries of jewellery design but also allow brands to leverage the designer’s following and influence, thereby amplifying their reach and appeal during the highly competitive wedding season. 

“We were approached by celebrity stylist Manisha Melwani, who mostly styles Masaba’s campaigns, after she saw our designs on Instagram. That’s how we came on board with her to create a stunning new collection. This campaign blends Masaba’s signature style and our craftsmanship,” said Susham Singla, Managing Director, Jagdish Jewellers Chandigarh. 

The campaign highlights several bridal trends that the jewellery brand and the fashion designer identified when creating the collection. These include the use of vibrant gemstones, colourful pearls, and bold, Art Deco-inspired gold pieces. Many of these styles are making a return, as modern brides are increasingly drawing inspiration from past designs in their jewellery choices. 

Commenting on the promotion of the campaign, Singla said, “We have been promoting the collection’s looks over Instagram simultaneously as Masaba is unveiling the various looks. This collaboration resonates deeply with our clients. Overall, the campaign has successfully generated buzz, driven sales, and reinforced our position as a leader in the bridal jewellery market.” 

In addition to this, customised and personalised diamond jewellery continues to be a popular option. Other emerging trends include versatile kundan and polki jewellery, which offer flexibility in styling for various wedding-related events. The jewellery brand’s Instagram page also features most of these trends and designs. 

“Our common interest is that we both share a passion for innovation and excellence and wanted to push the boundaries of what is possible in our respective fields,” explained Singla, speaking about the collaboration. 

This collection, which was launched in the last week of August, comprises customisable pieces and is available at the Jagdish Jewellers’ flagship store in Chandigarh. 

Bridal jewellery collections are also designed to be timeless since in today’s day and time, women opt for jewellery pieces that they can wear again. With this collection, the partnership reflects a growing trend in the industry, where heritage brands are increasingly joining forces with fashion designers to create collections that cater to the evolving tastes of today’s consumers.

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive