The finished ornament weighed approximately 61 grams and featured around 630 natural diamonds with a total diamond weight of nearly 84 carats
Kolhapur: Mahendra Jewellers created a custom ornament – a kalangi or plume – for the deity at Shree Jyotiba temple near Kolhapur, undertaking the work through commissioning by a family with a long-standing devotional association with the shrine. The assignment combined custom design, gemstone selection and detailed execution for the deity at one of western Maharashtra’s most significant pilgrimage destinations.
Located around 18 km north-west of Kolhapur at an elevation of 3,124 feet, Shree Jyotiba is regarded as a warrior deity and is popularly known as ‘Dakhancha Raja’ or ‘King of the Deccan’.
According to the brand, the commission did not begin with a fixed brief or existing design reference. To understand the visual scale and practical requirements of the ornament, the retailer visited the temple, studied the dimensions of the deity and developed multiple sketches before arriving at a final direction.
The development process involved several stages before the final piece was approved. After the initial drawings were prepared, the team created an early sample to assess proportion and appearance. That version was later revised internally after the brand felt it did not deliver the intended visual presence. The final ornament was produced only after further refinements to dimensions, detailing and structure.
Mehul Oswal, Managing Director, Mahendra Jewellers, said, “We approached this with a lot of responsibility because it was temple jewellery. Every stage, from design to final finishing, was reviewed closely to ensure the piece reflected the intent and sentiment behind the commission.”
From concept to completion, the process took close to four months. The finished ornament weighed approximately 61 grams and featured around 630 natural diamonds with a total diamond weight of nearly 84 carats, along with approximately 27 carats of natural emeralds. According to the brand, equal importance was given to aesthetics and durability, with close attention paid to stone selection, construction strength and overall finish during production.
Despite the significance of the work, the jeweller chose not to build a communication campaign around it. Apart from a single social media post acknowledging the opportunity, the brand did not carry out paid promotion or dedicated publicity. According to Oswal, the intention was to keep the focus on the task itself rather than market it for the brand.
However, awareness spread gradually through devotees, temple visitors and conversations among existing customers. The brand noted that customers who visited the temple or came across the post later reached out with enquiries and interest. The assignment also contributed to recall among visitors travelling to Kolhapur and surrounding regions, where temple circuits continue to attract large footfalls.
Oswal said, “Projects like these add value in a different way. People come to know through conversations and shared experiences, and that builds trust over time.”
For the brand, the assignment reflects how specialized work outside conventional retail can add another layer to brand perception. Beyond visibility, such commissions demonstrate craftsmanship, process discipline and the confidence customers place in a jeweller for highly personal and culturally significant pieces.
Mahendra Jewellers, a prominent name in the industry since 1907, operates two stores in Kolhapur.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
