The new brand’s design approach is focused on contemporary jewellery that can move beyond occasion-led consumption
Rajkot: Aevum, a group company of Arjun Jewellers Limited, has entered the jewellery retail market of Gujarat with stores in Rajkot and Morbi, and a product proposition centred on natural diamonds, platinum and contemporary design.
The new brand is targeting consumers seeking lightweight, versatile and modern jewellery, with collections built around clean silhouettes, contemporary forms and wearable designs for both occasions and everyday use.
Speaking on the launch, Manish Ghadiya, Founder, Aevum, said, “Rajkot and Morbi have a rich jewellery legacy and a growing appetite for contemporary designs. Aevum was launched here to bring together natural diamonds, platinum and modern, wearable jewellery for today’s consumers. Starting with these two cities is the first step towards our vision of building 11 stores by 2027.”
The launch was attended by Pallavi Sharma, Deputy Country Manager-India & Middle East, Platinum Guild International, and Jitesh Nair, Trade Manager, India, De Beers Group, reflecting the brand’s positioning within the natural diamond and platinum jewellery segments.
Ghadiya said the brand’s design approach is focused on contemporary jewellery that can move beyond occasion-led consumption. “Consumers today are looking for jewellery that is lightweight, versatile and expressive. Aevum focuses on clean silhouettes, contemporary forms and thoughtful detailing, with natural diamonds and platinum at the heart of its collections.”
With Rajkot and Morbi as its first markets, Aevum has set out an ambitious plan to expand its retail footprint to 11 stores by 2027. The expansion is aimed at establishing the new brand as a contemporary jewellery brand.
Retail Jeweller India News
