Being held across Mia by Tanishq stores nationwide, the initiative addresses the market preference for lightweight ornaments, going beyond traditional wedding purchases
Mumbai: Fine jewellery brand Mia by Tanishq has launched the inaugural edition of its latest retail campaign ‘Big Bling Fest’, aimed at driving demand for contemporary jewellery with incentives for customers across its diamond and silver collections. The company aims to establish it as an annual shopping festival.
Running from July 16 to August 2, 2026, the campaign combines the launch of new collections with promotional offers, as the retailer looks to capitalize on festive purchases, gifting occasions and growing demand for lightweight everyday jewellery.
Mia’s portfolio spans jewellery crafted in 9KT, 14KT and 18KT gold, with products including earrings, rings, bracelets, necklaces and pendants designed for everyday wear. The brand also offers a range of silver jewellery targeted at consumers seeking more accessible fine jewellery options.
The campaign also introduces several of the brand’s latest collections. These include the ‘Sunkissed Collection’, featuring lightweight 9KT and 14KT gold jewellery with coloured gemstones and photochromatic enamel, the ‘Manifest Collection’, inspired by traditional Indian motifs interpreted through contemporary festive designs; and the ‘Bee My Valentine Collection’, which draws on honeycomb-inspired aesthetics for everyday jewellery.
Commenting on the initiative, Ajay Maurya, Head of Marketing and Category, Mia by Tanishq, said the campaign reflects changing consumer preferences, with younger buyers increasingly choosing diamond-studded jewellery for everyday wear rather than reserving it solely for special occasions.
The launch comes as India’s organized jewellery market continues to diversify beyond traditional wedding purchases, with retailers expanding lightweight, contemporary collections to attract younger consumers seeking versatile jewellery for work, travel and social occasions. The Big Bling Fest is available across Mia by Tanishq stores nationwide.
Born with the heritage and the legacy of Tanishq, Mia by Tanishq crafts 14kt & 18kt gold jewellery with natural diamonds in designs that are minimal and versatile. Mia has a retail footprint of over 250 exclusive stores across 75 cities in India, alongside a presence in over 400 main Tanishq outlets.
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