At the Fashion Design Council of India’s Men’s Weekend, the brand presented unisex jewellery, bringing for tha new perspective of men’s jewellery that is both inclusive and forward-thinking. The brand’s aim is to redefine the concept of jewellery in menswear
Jaipur: Heritage jewellery brand Shree Jee Jewellers has set out to explore new concepts in the world of men’s jewellery, aiming to go beyond traditional gendered jewellery designs and reach out to a wider audience. The brand recently entered into a partnership with the Fashion Design Council of India (FDCI) to showcase its jewellery designs at the Men’s Weekend event. The collaboration marked a significant step by the jeweller to expand its reach in the men’s jewellery market.
According to Suvrat Mittal, Partner at Shree Jee Jewellers, the decision to collaborate with FDCI for the Men’s Weekend was driven by the brand’s desire to explore new horizons in men’s jewellery. “Our partnership with FDCI allows us to showcase how jewellery can transcend traditional gender norms and appeal to a broader audience. The Men’s Weekend is the perfect platform to present our jewellery in a way that aligns with both heritage and innovation,” Mittal said.
The collection presented by Shree Jee Jewellers at the event focused on unisex jewellery. This approach allowed the brand to break away from traditional gendered jewellery designs, offering pieces that can be worn by anyone, yet retain a distinct identity. By combining handcrafting and engraving techniques with minimalist and bold geometric designs, the collection reflects a balance between heritage and modernity. “We aimed to show how jewellery can cater to the modern man’s need for both sophistication and individuality,” said Mittal.
The collaboration with FDCI is expected to have a significant impact on Shree Jee Jewellers’ visibility and appeal within the men’s jewellery market. “We see this partnership as an opportunity to connect with a younger, fashion-forward audience,” Mittal said. “We hope to highlight that our jewellery is not just for special occasions, but can be a part of everyday style. This collaboration enhances our position as a brand that brings a unique mix of luxury and innovation to men’s wardrobes.”
After participating in the Men’s Weekend, Shree Jee Jewellers has seen a positive shift in customer perception. Increased engagement on social media platforms and the website, as well as a rise in sales figures indicate that the unisex jewellery pieces have resonated well with customers. The event has opened doors for Shree Jee Jewellers to further strengthen its presence in the market, especially among men who are open to experimenting with their style.
The Men’s Weekend event also allowed Shree Jee Jewellers to collaborate with new, innovative designers, aiming to redefine the concept of jewellery in menswear. “Our goal was to break down traditional fashion boundaries and showcase how jewellery can be a versatile, stylish accessory for everyone,” Mittal explained. “By pairing unisex pieces with fresh designs, we have been able to present a new perspective of men’s jewellery that is both inclusive and forward-thinking.”
Established in Jaipur with a single store, Shree Jee Jewellers has been a family-run business since its inception. It began by dealing in antiques in the 1940s, before transitioning into fine Jadau and diamond jewellery in the 1980s. Today, the business is led by the fourth generation of the Mittal family, with Suvrat Mittal at the helm.
Written by Achal Chaubey
Retail Jeweller India Exclusive
