The renowned Roman jewellery brand Bvlgari has launched its first India-only statement piece, the Bvlgari Bvlgari Mangalsutra.
It was launched on 1 September during an online presentation, with Mauro Di Roberto, managing director (jewellery business unit) at Bvlgari, and the brand's global ambassador and actor Priyanka Chopra Jonas in attendance.
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Set in 18 carat yellow gold adorned with round black onyx inserts and pave diamonds, the piece, worth ₹3,49,000, gives a contemporary twist to a traditional and sacred ornament worn by married women. In its press release, the brand said, “(the piece) is a perfect marriage between tradition and modernity, creating a meaningful connection with local cultural traditions.”
The piece is available online and in retail stores.
Speaking on the occasion of the launch, Roberto said, “Since we re-entered into India in 2014, we have been even more intrigued by the cultural traditions of India and inherent role of jewellery. It took us several years to design our interpretation of the mangalsutra for the modern Indian woman, for whom this piece is often one of the most important pieces of jewellery she wears.
"While working hard to maintain its traditional appeal, we have worked closely with our team in India and Priyanka Chopra Jonas to ensure that it is resonates with the lifestyles of the modern bride today- that she can wear from morning to night, every day and everywhere, pairing it with ease with Indian as well as western wear.”
Chopra Jonas, who tied the knot with singer Nick Jonas in 2018, gave a similar response when she was asked during the presentation how often she wears her mangalsutra. “I wear whenever I feel like it. It's an emotion really.”
While talking about her collaboration with Bvlgari as well as the new India exclusive piece, she said, “From the rare colored gemstones used in Bvlgari’s timeless jewelry creations to the scented flowers which become the main ingredients of its luxurious fragrances, we connect so organically over our love for India and the beauty it has to offer.”