NEW DELHI — Greater than seven years after shortly getting into India by itself in 2014 when single-brand retail was first allowed, Bulgari has taken one other main step with the introduction of a mangalsutra particularly for the native market.
The selection of a mangalsutra faucets right into a deep-rooted custom within the nation in addition to considered one of its fastest-growing sectors: the $50 billion marriage ceremony market.
Thought-about a sacred neck piece worn by a bride, and worn for the remainder of her married years, the mangalsutra has emotional and symbolic significance for Indian ladies.
The launch coincides carefully with the selection final month of Priyanka Chopra Jonas as a model ambassador; she wove collectively the mangalsutra introduction and the thought of modernity at a digital media launch on Thursday.
“As trendy ladies immediately, we’re a contradiction of how we’ve been raised versus how we need to be,” she stated, referring to her personal combat as a feminist, and to be the perfect model of herself, which required an amalgamation of traditions. “I might fairly take that energy again — as an alternative of claiming that smashing patriarchy requires me to eliminate every thing that I’ve been raised with. I might fairly be like it’s my selection, and I wish to purchase my lovely mangalsutra with the cash I make, and that’s me smashing the patriarchy.”
Mauro Di Roberto, managing director of the jewellery enterprise Unit at Bulgari, endorsed the purpose.
“My feeling is that it represents the modernity, and the lady who has the ambition of being up to date,” he stated, including that the concept the jewel was not essentially a present however might be chosen by the lady, along with a companion and even bought by the lady herself was a part of its modernity.
“If we analyze the jewel, the inspiration comes from the traditional Roman cash and you will notice it within the 5 discs of the Bulgari emblem impressed by the traditional coin. Together with that signature of the model, what’s essential is the black beads that join Bulgari with the Indian custom and the Indian tradition. Our bond with India has been extraordinarily sturdy for a lot of causes,” he stated, mentioning that the model has sourced valuable stones from India for greater than 40 years.
“It’s such a recent cool piece that you may put on it with Indian garments, and you’ll put on it with western garments. You can also make it your personal or costume it up with different items and maintain on to your traditions,” Chopra Jonas famous of the piece, which is product of 18-karat yellow gold adorned with spherical black onyx and diamonds and priced at 349,000 rupees, or $4,780, retailing solely in India.
https://wwd.com/accessories-news/jewellery/bulgari-jewelry-bridal-india-market-1234909670/ | Bulgari Launches Jewellery Assortment Particularly for India – WWD