Use of real gold in the lead characters’ jewellery supports accuracy in visual representation and ensures continuity
Mumbai: Tribe by Amrapali is the official jewellery partner for the highly anticipated film ‘Ramayana’, directed by Nitesh Tiwari, in which actor Ranbir Kapoor plays Ram, Sai Pallavi dons the role of Sita, Ravi Dubey appears as Lakshman and Sunny Deol as Hanuman. The film will release in two parts, with the first one scheduled to be in theatres by Diwali 2026 and the second planned for Diwali 2027.
The collaboration places Tribe by Amrapali within the film’s costume and character design process, with the brand responsible for creating jewellery aligned with the narrative. The production team has reportedly asked for real gold in the making of the jewellery, to support accuracy in visual representation. Tribe Amrapali has confirmed its role in developing jewellery pieces for the film’s characters in coordination with its creative team.
The brand is designing jewellery for the lead characters, including Ram, Sita and Ravan, adhering to traditional and cultural references linked to the story. The process involves research into temple art and historical design systems, to determine the structure and detailing of the ornaments created for the film. The development of the jewellery reportedly took over 18 months, covering design, prototyping and execution.
Tribe Amrapali stated that entering the world of Ramayana meant engaging with characters and narratives that are widely recognized, and that the brand worked to ensure each ornament aligns with the narrative. The association places the brand within a highly anticipated film project, extending its visibility beyond retail into the cinema universe.
The film’s first look and costume elements were presented at CinemaCon in Las Vegas, introducing the project to an international audience. Jewellery as a visual component contributes majorly to how characters are defined on screen, helping weave the narrative. The use of real gold in the jewellery establishes continuity between costume design and the film’s setting.
From a brand perspective, partnerships with film projects enable jewellery labels to reach wider audiences through integrated story-telling. By partnering with‘Ramayana’, Tribe Amrapali connects its design approach with a narrative that has huge inter-generational cultural relevance. This association will greatly support recall and recognition when the film reaches audiences across markets.
Tribe by Amrapali is a contemporary jewellery label from the House of Amrapali, Jaipur. It was launched with an experimental design philosophy, from an e-commerce platform in 2013, and has evolved into an omnichannel player, with an expanding physical footprint across high streets, malls and airport retail. It now has 38 stores globally, including a wide network across India and a store at Bait Elowal, a heritage and culture-led space in Sharjah (United Arab Emirates).
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