The ‘Swarnarpana – Jewels of Shakti’event reinforced the brand’s cultural positioning and long-term visibility through community engagement
Bengaluru: Muliya Gold & Diamonds recently organized an event titled ‘Swarnarpana- Jewels of Shakti’ in collaboration with Drishti Art Foundation, an organization that promotes and propagates Bharatanatyam and other classical arts. The initiative brought together jewellery, dance and story-telling to reflect the role of gold in Indian cultural and spiritual practices, and became a platform to strengthen brand connect and community engagement.
The concept for ‘Jewels of Shakti’ emerged from the belief that jewellery in India represents more than personal adornment and is closely linked with worship and symbolism. Drawing from this idea, the event was built around the Navadurga concept, where Shakti is interpreted in multiple forms, including womanhood, motherhood and devotion. Each form was represented through colour, movement and jewellery aligned with the characteristics of the deity.
Bharatanatyam formed the core of the presentation, with nine manifestations of Shakti showcased through the performance. The jewellery worn during the programme was curated from Muliya Gold & Diamonds’ collections and included Navaratna-based pieces, kundan work, silver jewellery, diamond jewellery and plain gold designs. The focus remained on nine-gem jewellery, which was integrated into both the performances and the visual narrative.
Explaining the intent behind the initiative, Keshava Prasad Muliya, Chairman, Muliya Gold & Diamonds, said, “Jewellery in India is not only worn, it is also worshipped. When we thought of doing something rooted in culture, the idea of Shakti came naturally to us, as gold itself represents Lakshmi and Shakti.”
The event also introduced ‘Swarna Nadige’, or the golden walk, where models presented jewellery pieces alongside the performances. The choreography and visual displays were planned to ensure the jewellery remained central, allowing audiences to clearly view the designs while understanding their cultural relevance.
According to Muliya, the initiative was planned with long-term brand positioning in mind rather than immediate sales outcomes. “This was done mainly for brand recall. When culture and jewellery come together in the right way, it creates a deeper connection with the community, which stays with the brand over time,” he said.
Following the event, the brand reported increased engagement from attendees, with interest translating into enquiries and participation in ongoing savings schemes. Muliya Gold & Diamonds views such cultural collaborations as part of its approach to building sustained visibility, reinforcing its presence beyond retail spaces and aligning the brand with shared cultural values.
Muliya Gold & Diamonds has five stores across Puttur, Belthangady, Madikeri, Gonikoppal and Bengaluru, and a legacy dating back to 1944.
Written by Achal Chaubey
Retail Jeweller India News
