The Surat-based jeweller manages the entire remodelling journey in-house, from valuation to design and delivery
Surat: Pachchigar & Sons recently launched ‘Panetar’, a multi-phase initiative encouraging customers to remodel their inherited and family jewellery rather than let it sit unused in lockers. The brand was tapping into a growing shift among Indian consumers towards personalizing heirloom pieces without losing their sentimental value.
The campaign draws its name and philosophy from two sources. The first is the ‘Panetar’, one of Gujarat’s most cherished bridal traditions, which modern brides are increasingly re-imagining into contemporary lehengas and silhouettes while preserving the memories attached to them. The second is the national vision, articulated by Prime Minister Narendra Modi, encouraging Indians to bring the gold already held within households back into circulation rather than depending on fresh imports.
“This shift towards meaningful, sustainable and personalized jewellery is exactly what inspired Panetar,” said Mohit Pachchigar, Director, Pachchigar & Sons Jewellers. “Today’s consumers, especially the younger generation, deeply value the emotional significance of inherited jewellery, but they also want pieces that reflect their personal style and can be worn beyond special occasions.”
Every Panetar journey begins with understanding the story behind a piece, who it belonged to and what the family hopes to preserve, before the jewellery moves through purity testing, valuation, design consultation and CAD approval. Depending on the family’s preference, a piece may be transformed entirely into a new design, or modified subtly to improve wearability while retaining its original identity. The retailer manages the entire process in-house, from consultation to manufacturing and final delivery.
“Our approach is never to replace that legacy, but to thoughtfully reimagine it,” Pachchigar said, adding that preserving customer trust is as central to the initiative as preserving the jewellery itself.
Beyond digital promotion and personalized customer outreach, Pachchigar & Sons has built an in-store experience where customers are guided through the full remodelling journey, and has invited community members, public representatives and local influencers to engage with the campaign.
The retailer has observed customers moving away from wanting to fully replace family jewellery, instead preferring to retain its emotional essence while adapting it for daily wear. There is also rising demand for versatile, lightweight designs suited to occasions beyond weddings, a pattern Pachchigar & Sons expects to shape the category going forward, as inherited jewellery shifts from being stored away to being worn and eventually passed on.
“We believe the future of jewellery lies in creating pieces that honour the past while embracing the future,” Pachchigar said, describing Panetar as the starting point of a larger movement built on transparency and craftsmanship.
For Pachchigar & Sons, the initiative also connects to the broader push for responsible gold recycling, aligning individual family decisions with a wider effort to reduce India’s reliance on imported gold while supporting the artisans and karigars who sustain the domestic jewellery ecosystem.
Pachchigar & Sons Jewellers operates from its flagship store at Khandwala Estate in Surat.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
