Curating bespoke jewellery for a performance by the artiste who has a global following was in line with the brand’s strategy of connecting with audiences beyond its core markets
Amritsar: Khurana Jewellery House recently associated with globally acclaimed sitar prodigy Rishab Rikhiram Sharma for a non-commercial collaboration centred around the brand’s signature temple jewellery. Sharma, who blends deep roots of Indian classical music with contemporary influences, wore handcrafted pieces from Khurana Jewellery House’s collection during his recent performance and video shoot in Chandigarh. The partnership extended the brand’s craftsmanship to new audiences through digital engagement.
The association was not built around a commercial event or campaign but emerged organically, driven by a shared appreciation for craftsmanship and cultural representation. Speaking about the collaboration, Soumya Khurana, Executive Director, Khurana Jewellery House, said, “Rishab Rikhiram Sharma wanted to wear something deeply rooted in craftsmanship—something that would connect with both his music and cultural essence. This fitted in perfectly with our temple jewellery line, which we curate with traditional techniques sourced directly from South India.”
The collection, a recurring signature line for Khurana Jewellery House, features South Indian temple jewellery created for discerning audiences in Punjab and beyond. Ahead of the collaboration, the brand had refreshed the line with about 10-12 new pieces, some of which were shared with Sharma’s team. “We understood his mood board and offered pieces that resonated with his personal style, not just our brand. It was important that the jewellery complemented his performance and reflected the craftsmanship we stand for,” Khurana added.
Although the brand was not involved in organizing Sharma’s Chandigarh event, the opportunity to associate with an artiste of his stature aligned with the brand’s strategy of connecting with audiences beyond its core markets. “Sharma has a pan-India and global following and engages with cultural themes in his work. That made the association meaningful for us because we also believe in promoting pure craftsmanship and heritage,” said Khurana.
The collaboration was primarily promoted through digital channels — a conscious decision, given Sharma’s strong online following and the increasing impact of digital platforms in the jewellery business. “Online became the biggest game-changer. That’s where his audience is, and by extension, it helped us reach new customers. We saw people taking interest in the collection after seeing the posts online, which shows how digital exposure can translate into real curiosity and walk-ins,” said Khurana.
For the jeweller, this association with Rishab Rikhiram Sharma is part of an ongoing effort to maintain a brand presence that balances traditional artistry with contemporary relevance.
The brand has been pro-active in collaborating with high-profile personalities and influencers across different spheres. With the temple jewellery segment gaining attention among customers who value craftsmanship and heritage designs, Khurana Jewellery House sees potential in using such collaborations to drive awareness and interest.
Khurana Jewellery House operates one retail store in Ludhiana and two in Amritsar, and seeks partnerships to strengthen its cultural relevance and serve business objectives, particularly in reaching younger and more diverse audiences.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
