The jeweller sees the association as a way to support emerging talent and align the brand with a platform that provides recognition to young women across Maharashtra
Mumbai: Waman Hari Pethe (WHP) Jewellers has continued its association with the Maharashtra Times Shravan Queen Pageant, bringing together traditional Maharashtrian jewellery and contemporary diamond designs for the pageant’s young finalists.
The jeweller has adopted two distinct styling narratives across the competition. For the Western wear and evening gown rounds, contestants are styled in contemporary diamond jewellery, including drop earrings, cocktail rings and lightweight necklaces. The traditional rounds feature Maharashtrian jewellery, with Paithani and Nauvari sarees paired with Thushi chokers, Kolhapuri Saaj necklaces, pearl Naths and Laxmi Haars.
The styling allows WHP to present different parts of its jewellery portfolio while connecting traditional craftsmanship with contemporary fashion. The brand is also using the platform to engage with a younger consumer segment, particularly women in the 17-25 age group.
Commenting on the long-standing partnership, Neel Pethe, Director of Waman Hari Pethe Jewellers, said the association is driven primarily by community engagement goals. The brand has supported the platform for more than seven years, and views it as an entry point for young women aspiring to careers in acting, modelling and entertainment.
The partnership spans cities including Mumbai, Pune, Nashik and Nagpur, aligning with WHP’s retail presence of more than 30 showrooms across Maharashtra. It allows the jeweller to maintain a connect with consumers across the State while participating in a platform centred around Maharashtrian culture and young talent.
The association has also been extended to digital platforms. WHP is creating social media content around the pageant, to continue engagement beyond the physical event and extend the visibility of its jewellery to digital audiences.
The partnership is not primarily aimed at driving footfalls or direct sales. Instead, WHP sees the association as a way to support talent and align the brand with a platform that provides recognition to young women across Maharashtra. The visibility and engagement generated for the brand are viewed as a by-product of this commitment.
Founded in 1909, Waman Hari Pethe Jewellers has built its presence in Maharashtra over more than a century. Through its continued association with Shravan Queen, the jeweller is using a regional cultural platform to showcase its traditional jewellery alongside contemporary diamond wear while maintaining engagement with a younger generation of consumers.
Waman Hari Pethe Jewellers has a total of 33 showrooms across Maharashtra, Goa and Indore.
Retail Jeweller India News
