Transforming spaces into canvases of actual disruption, the brand aims to shape how new-age consumers experience jewellery, and compel those who may not have been open to lab-grown diamonds to start thinking differently about the genre
Mumbai: Vandals, the lab-grown diamond vertical of Mahesh Notandass Fine Jewellery launched by Vandana Jagwani, is pushing the boundaries of traditional jewellery marketing with its ‘Destroy to Create’ theme. From graffiti walls to painted cars, the brand turned physical spaces into canvases of disruption using the act of creative destruction as a marketing and brand-building tool. The concept also marked the launch of a new umbrella platform for jewellery, art, design and real estate from the House of Mahesh Notandass, named ‘Notan World’.
Vandals introduced this disruptive approach at Estella Restaurant in Mumbai, where guests, including Vandana Jagwani and her collaborators, wore Vandals jewellery while participating in acts of disruption. Walls were scribbled on, chairs were painted over, and in the middle of all that chaos, no jewellery was on display – it was simply worn.
“The meaning of ‘vandals’ is to disrupt and make a mark,” said Jagwani. “This was about transforming a space by breaking it and removing the old to allow something new. We didn’t want to be our own obstacle to change.”
This thinking extended to the Vandals showroom at Notan Villa in Mumbai. A 2,000 sq. ft. basement space including Jagwani’s personal wardrobe was converted into a retail setting without traditional counters. Jewellery was placed inside closets, styled with complete outfits. Painted furniture, graffiti mirrors and a brush-stroked Porsche further reinforced the idea that destruction can be the starting point for reinvention.
“The older generation wants to feel young again. Once people experience this space, they begin to relate. Even those who may not have been open to lab-grown diamonds start thinking differently,” Jagwani said.
Coinciding with this campaign was the launch of Notan World, a new platform bringing together Mahesh Notandass, Vandals and creative ventures in real estate, design and art. “We are building a world that accepts all forms of creativity. Jewellery is art, real estate is design. Notan World is about bringing them together under one umbrella for people who think forward,” Jagwani explained.
With more events planned in the coming months and a digital expansion under way, Vandals is using ‘Destroy to Create’ to shape how new-age consumers experience jewellery not as ornamentation, but as an evolving part of cultural expression.
Recently, Mahesh Notandass Jewellers earned two prestigious honours at the Monte Carlo Unique Show, winning in the “Timeless Elegance” and “Viewers’ Choice” categories. The recognition celebrates the brand’s blend of traditional craftsmanship and contemporary design, led by father-daughter duo Mahesh Jagwani and Vandana Jagwani, further strengthening its international reputation in fine jewellery.
Launched in 2020 by Vandana Jagwani, Vandals is positioned at the intersection of innovation and legacy. The brand was created to challenge long-held industry perceptions around lab-grown diamonds by merging an experiential, contemporary format with the design heritage of Jagwani’s family’s jewellery business.
Written by Achal Chaubey
Retail Jeweller India Exclusive
