Shobha Shringar Jewellers’ diamond, bridal polki and gold numbers have definitely found a huge relevance among millennial buyers in the last few years. But how did the heritage design house from Mumbai outshine other high jewellery brands to bag the prestigious honour of becoming the official jewellery partner of VLCC Femina Miss India 2020? It may have something to do with how the jewellery house has been steadily working towards factoring in modernist design aesthetics in their signature craftsmanship, which appeals enormously to young buyers.
The jewellery label has been quite famous for their expressionist pieces that have been crafted to fine-tune a niche, new-age wearability while staying true to the heirloom value of designs, so it can stay relevant through generations. But this contemporising of heritage design values has also helped the label get noticed on bigger platforms; in fact, this is not the first time Shobha Shringar has been associated with the Femina Miss India pageant. The landmark jewellery house was the jewellery partner of the event in 2017, and in fact designed the iconic coronation-style, baroque diamond crown that Bollywood actor and eventual Miss World Manushi Chillar was crowned with.
The three handcrafted winner crowns are getting a lot of attention for the classical discernment in their finish; the high-walled, and polished diadems are ornate and yet very sympatico with millennial sartorial priorities. Shobha Shringar’s design process and production values are of course, very crucial to this triumph. The jewellery house boasts of generational expertise and in-house artisanship that contributes heavily to their contemporary approach, which new-age buyers appreciate tremendously.
This was probably why Shobha Shringar has managed to eclipse other heavy-weight design houses in the race, and is once again at the forefront as the jewellery partner, for this coveted event which has a history of producing global title winners and icons.
The Miss India pageant, especially, has a keen focus on celebrating success, elan and accomplishment. And Shobha Shringar’s association with the VLCC Femina Miss India only outlines the relevance of the family-run jewellery house in shaping up contemporary tastes and heralding a more empowered design language for the modern woman.
The much-awaited show is scheduled on February 10, while the store will see the event on February 12. Stay tuned to find out who wins the sought after crown!
