The brand sees licensed collaborations as a way to stand out in a crowded retail market, with jewellery that goes beyond routine choices and is not widely available elsewhere
Mumbai: Luxury lab-grown diamond jewellery brand Solitario has partnered with Warner Bros. Discovery, marking the brand’s entry into licensed IP jewellery, with a focus on gifting, impulse purchases and emotional relevance. The brand recently unveiled new licensed jewellery collections inspired by Tom & Jerry and the DC Universe at an event held in Mumbai.
Ricky Vasandani, CEO & Co-founder, Solitario, presented the collections, along with Vivek Oberoi, Co-founder, Solitario. Actor Taha Shah Badussha, who promotes the Solitario’s Gentlemen’s Edit jewellery line, was also present, alongside industry guests, HNIs and members of the media.
The Tom & Jerry line celebrates joyful chaos with dual-motif earrings, miniature pendants, playful bracelets and stackable rings that bring animated charm and sparkle to everyday wearables. The DC Universe range features bold Batman emblems, Superman shields, Wonder Woman accessories, Flash bolt studs, and a bracelet collection that brings everyday superhero moments to life.
Explaining the insight behind the collaboration, Vasandani said the idea came from a personal connection with the characters and what they represent. “I’ve always loved the superhero story. As a luxury, sustainable brand, joining up with that philosophy felt natural. We’ve grown up with these characters and the way they fight evil. At the end of the day, jewellery is a timeless piece, and if you can bring that nostalgia into something timeless, it works,” he said.
He added that licensed characters allow customers to move away from routine purchases and towards jewellery that can be kept long-term. “Today, you don’t necessarily have to buy a common piece you wear every day. When you see Tom & Jerry, you can buy a timeless jewellery piece for your child and keep it for years,” Vasandani said.
From a business perspective, Vasandani pointed to exclusivity as a key factor behind the move. With jewellery retail becoming increasingly crowded, licensed collaborations offer differentiation that is difficult to replicate. According to him, partnering with global IPs helps Solitario create products that are not widely available and therefore stand out across retail channels.
Oberoi said the collaboration fits into Solitario’s broader growth story and global footprint. “For us, partnering with Warner Bros is about brands that have been built over decades. Superman, Batman, Wonder Woman and Tom & Jerry resonate globally. This gives us access to a global audience who love these characters and want to gift something that brings a smile,” he said.
Oberoi noted that Solitario’s presence across nine countries and its network of 155 stores give the collections scale beyond a single market. He added that the licensed lines are expected to work well across physical retail, shop-in-shop formats and online platforms, particularly for last-minute gifting and impulse buying.
While Solitario has traditionally focused on women’s jewellery and has expanded into men’s jewellery in recent years, the licensed collections are designed to appeal across age groups. Vasandani said the characters make fine jewellery feel more expressive and easier to relate to, whether worn subtly or as a statement.
The collections are currently available online in India, allowing customers to purchase directly through digital channels. Oberoi said the brand is strengthening its online capabilities and working towards quicker fulfilment for smaller-ticket items, enabling customers to move from discovery to purchase more smoothly.
Solitario Diamonds, founded in 2022 by Ricky Vasandani and Vivek Oberoi, is one of India’s fastest-growing brands in the new-age luxury lab-grown diamond segment. The brand operates 20 flagship stores and 42 touchpoints across key Indian cities including Pune, Mumbai, Delhi, Bengaluru, Chennai, Lucknow, Kolkata, Hyderabad, and Indore, with an expanding international presence across UAE, Spain, the Bahamas, Nigeria, Malaysia, and the Maldives.
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