Vega Jewellers’ Vaddanam Festival upholds the ornament’s age-old legacy and brings it to a new audience

The brand observed a steady increase in footfalls during the festival, reflecting the enduring popularity of Vaddanams or ornamental waist belts made of gold

Hyderabad: Fine jewellery brand Vega Jewellers recently held a ‘Vaddanam Festival’, an exquisite showcase of a curated range of Vaddanams or ornamental waist belts made of gold. The festival ran from December 20 to 24.

The Vaddanam ornament is usually worn on the waist by South Indian women on special occasions, such as weddings, festivals and other family events, and is an age-old tradition.

Based on its history, Vaddanams have undergone remarkable evolution over the years. Originally known for their intricate filigree work and heavy ornamentation, these accessories have adapted to changing consumer preferences.

Today, they are designed to be lighter, and more versatile, offering a seamless blend of tradition and modernity. The incorporation of diamonds, gemstones and sleek lines into contemporary designs ensures that the essence of the Vaddanam remains intact while widening its appeal to a broader audience.

Emphasizing the appeal of Vaddanams, Manideep Yechuri, Founder & Managing Director of Vega Jewellers, stated, “Vaddanams have long been a favourite among married women in South India, symbolizing tradition and heritage. Introduction of modern designs has expanded their appeal significantly. Now, younger consumers, including brides-to-be and fashion-forward women aged 25-45, are also drawn to these pieces for their contemporary twist on a classic aesthetic. This shift highlights the growing appreciation for jewellery that balances traditional roots with modern sensibilities.”

The festival featured Vaddanams ranging in weight from 20 grams to 100 grams, depending on the intricacy of the design. Lighter versions starting from 10 grams made them accessible to a wider range of customers. This adaptation ensured that Vaddanams can be enjoyed by those seeking both grandeur and subtle elegance.

According to the brand, the festival season marks a peak period for jewellery purchases, and the demand for Vaddanams is high. With an exquisite festival collection featuring both traditional and modern designs, the aim was to attract a diverse audience, including families and young couples.

During the festival, the brand observed a steady increase in footfalls, reflecting the enduring popularity of Vaddanams and the brand’s ability to resonate with both loyal patrons and new shoppers.

Vega Jewellers has been expanding its retail presence, and recently launched its fourth retail outlet in Kakinada, Andhra Pradesh. Its other showrooms are located in Hyderabad, Vijayawada and Visakhapatnam.

Written by Megha Misra

Retail Jeweller India Exclusive