Nagi Jewellers’ Shahzadi campaign captures the royal beauty of golden-era India

The brand created this year-long campaign, paying fitting tributes to poetesses, artists, actresses, and queens of imperial India with photographic representation of jewellery with a new lightweight range 

Amritsar: Heritage is not necessarily dated. Women adorn their heritage with modernity and flaunt the blend via flawless fashion. One often goes back to the pages of history to inspire and be inspired.  Nagi Jewellers from Amritsar recently concluded a year-long campaign titled ‘Shahzadi’, in which they found timeless beauty from Indian royalty and mainstream entertainment of yesteryears.

Started in May 2023, the brand floated an understated palette of elegance through the depiction of Nawab Begum Sajida Sultan Ali Khan Pataudi, who was married to Nawab Iftikhar Ali Khan, the 8^th Nawab of Pataudi. Nagi Jewellers created a reel in which they showed age-old photographs of the Begum clad in jewellery of her choice, which was followed by a model demonstrating the look from the photograph. The exactitude of the attire and jewellery worn brought royal fashion to the fore. 

This was followed by similar depictions of Maharani Mehtab Kaur, the first wife of Maharaja Ranjit Singh; Bollywood actress Sadhana Shivdasani; avant-garde Hungarian-Indian painter Amrita Sher-Gil; and Maharani Gayatri Devi. Each beauty icon was represented aptly with the showcase of varied colour stones and polki jewellery. As a fitting tribute to these beauties, Nagi Jewellers had also launched a polki collection. 

Sharing her excitement about the project, Harman Nagi, fashion stylist and creative director of Nagi Jewellers, said, “I wanted to create elaborate storytelling to portray how Indian women have mixed heritage and history with modernity through their fashion choices. Be it Amrita Sher-Gil, Maharani Gayatri Devi, or Sadhana, they have brilliant tastes in fashion and jewellery choices. Through their hard work and welfare initiatives for society, they left a lasting impression on me when I went through my great-grandfather’s designs. That’s how the idea for this campaign was born.” She also said that Sher-Gil belonged to the family of Maharaja of Patiala, who once patronised Nagi Jewellers. 

The year-long campaign brought overwhelming responses for the jewellery range made with history as its spotlight, with Nagi stressing the demand for the antique ruby necklace raking in the highest number of orders. With colour gemstones, this lightweight polki jewellery range is flexible to customisation, and the brand has been following the same tradition of customisation since its inception in 1935. Nagi followed up on the online campaign with in-store invitations of select clientele for a discerning display and also participated in B2B and B2C exhibitions to create buzz for the Shahzadi collection. 

Retail Jeweller India News