The event featured 24 looks showcasing the brand’s couture and heritage jewellery, that demonstrated how traditional craft can be adapted for new-age aesthetics
Amritsar: Khurana Jewellery House (KJH) participated in ‘The Punjab Heritage Show – Couture with a Cultural Soul’, an event organized in Amritsar recently. The showcase brought together the brand’s couture and jewellery in a format that highlighted Punjab’s cultural heritage while presenting modern interpretations suited to contemporary brides. The brand displayed a curated mix of diamond, gold, jadau and temple jewellery, paired with an exclusive clothing edit designed to complement the season’s wedding demand.
The event featured 24 looks under Couture by KJH, accompanied by the brand’s heritage jewellery, that demonstrated how traditional craft can be adapted for new-age aesthetics. Soumya Khurana, Executive Director, Khurana Jewellery House, said, “Our aim was to show how heritage can evolve without losing its essence. Brides today want culture and modernity together, and the event allowed us to present exactly that.”
Around 200 prominent families from Amritsar were invited, including regular patrons and connoisseurs of art and craft. The audience also included families with upcoming weddings and long-standing clients. Alongside KJH, other designers presented their collections, creating a collaborative platform that celebrated regional craftsmanship. Notably, all models for the KJH segment were women from Amritsar comprising clients and supporters of the brand who resonate with its cultural ethos. This added authenticity and brought the brand closer to its audience.
The event also saw the presence of well-known personalities, including actor Rajat Bedi and yesteryears star Helen. Their attendance added exuberance to the event and extended its reach across social media. Khurana explained that the initiative aligned with the ongoing Punjab International Trade Expo (PITEX) exhibitions in Amritsar, bringing together local fashion, craft and jewellery. It was held in association with apex industry body PHD Chamber of Commerce and Industry(PHDCCI).
Post-event, the brand observed strong interest from customers. The showcase acted as a preview for the wedding season, giving VIP clients early access to upcoming designs before they reached the showroom. Khurana added, “This event helped us highlight our craftsmanship directly to those who value it most. It reinforced our brand identity as one that preserves cultural heritage while embracing new expressions.”
Khurana Jewellery House recently expanded its footprint in Punjab with the opening of its store in Ludhiana, marking its third location following two established stores in Amritsar. This gives the brand opportunity to engage with a wider audience.
Written by Achal Chaubey
Retail Jeweller India Exclusive
