The retailer supplied gold, polki and kundan ornaments set with natural gemstones for the film’s wedding sequences, reflecting the visual richness of North Indian jewellery traditions
Chandigarh: Jagdish Jewellers has brought its traditional bridal craftsmanship to the big screen by way of its jewellery featured in ‘Cocktail 2’, the recently-released Hindi romantic comedy starring actors Shahid Kapoor, Kriti Sanon and Rashmika Mandanna.
The Chandigarh-based retailer supplied gold, polki and kundan jewellery set with natural gemstones for the film’s wedding sequences, drawing from its existing bridal collections and carrying out select customizations to suit the production’s creative requirements.
The opportunity emerged while the film was being shot in Chandigarh, when the styling team approached the retailer in search of jewellery that reflected the visual richness of North Indian wedding traditions. “Since we already specialize in traditional North Indian wedding jewellery and keep refreshing our collections, we could respond quickly and make the necessary customizations within the production timeline,” said Susham Singla, Director, Jagdish Jewellers.
Adapting jewellery pieces from the brand’s existing range for the film demonstrated how established retail collections can also meet the visual demands of cinema. The retailer’s emphasis on traditional craftsmanship and natural gemstones enabled the production team to source jewellery that aligned with the film’s aesthetic without commissioning an exclusive line.
For jewellers with extensive bridal inventories, existing collections can increasingly serve as ready resources for productions seeking genuine craftsmanship while allowing brands to showcase designs that are already available to customers.
“For us, film collaborations are an extension of the trust we have built around our design language. We don’t create jewellery simply for the camera. We create jewellery that people aspire to wear at their own celebrations, and when film-makers choose those pieces, it reinforces the timeless appeal of traditional craftsmanship,” Singla said.
While ‘Cocktail 2’ is the latest addition to the retailer’s portfolio, Jagdish Jewellers has collaborated with celebrities, fashion designers and stylists on numerous occasions over the years, with these associations evolving into an ongoing part of its visibility strategy.
The retailer has also observed a noticeable shift in customer behaviour. Jewellery worn by celebrities or featured in films often gains traction on social media, prompting shoppers to recognize specific designs and enquire about similar pieces during showroom visits. Since most of these creations originate from the brand’s regular inventory, they allow customers to own jewellery that has already found a place in popular culture, creating a natural connection between cinematic story-telling and the retail experience.
Jagdish Jewellers has a history going back nine generations, to once crafting jewellery for the Patiala royals, and is a prominent name in Chandigarh’s luxury jewellery landscape today. The house has preserved its heritage, techniques and royal influences, refining and re-imagining them for modern patrons. It operates a single flagship showroom in Chandigarh.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
