NAC Jewellers reimagines symbolic divine weapon Vel, crafts it in 1 kg gold

The brand posted images of the custom-made gold Vel or divine spear, encased in a wooden box, across its social media handles. The unique piece has been made for a devotee as offering to the Palani Dandayudhapani Swamy Temple

Chennai: Leading jewellery retailer NAC Jewellers has unveiled its newest creation, a custom-made gold Vel or divine spear, associated with Murugan, the Hindu god of war. According to Shaiva tradition, the goddess Parvati presented the Vel to her son Murugan, as an embodiment of her shakti, in order to vanquish the asura Surapadman. The brand has reimagined the traditional weapon, casting it in gold based on the instructions of a devotee of the Palani Dandayudhapani Swamy Temple. The temple is dedicated to Murugan, and situated atop a hillock amidst the Palani Hills in Palani, Dindigul district of Tamil Nadu. It is said to be one of the six abodes of Murugan.

The customized 43-inch gold Vel weighs 1 kilogram and features two 23-carat rubies. Such crafted pieces which hold theological significance are central to the brand’s offerings as it operates in a region which retains close ties with its spiritual roots. The brand has shared the creation across its social media platforms, accumulating widespread acknowledgment and praise. The brand has over 64 thousand followers on Instagram and over 94 thousand followers on Facebook, which significantly bolsters brand visibility via such community engagement initiatives
Apart from the customized piece, the brand has also been commissioned to make temple adornments for major temples and Devasthanams across India such as the Navaratna Angi for Goddess Abirami of Amirthakadeshwara temple at Thirukkadaiyur

Meanwhile, the brand had organized a ‘Style & Soul’ event earlier this year which also had social media engagement as its prime objective. Spanning another segment, the ‘Style & Soul’ event was a multifaceted amalgamation of jewellery and fashion, wherein NAC Jewellers partnered with fashion designers, lifestyle influencers and spiritual leaders. This collaboration brought a range of perspectives and created a unique experience for a diverse audience, comprising the brand’s existing customers, influencers and fashion and jewellery industry experts. Through the event, NAC Jewellers aimed to highlight the connection between style, lifestyle and spirituality.

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