The luxury buying boom is clearly here to stay in the country and global powerhouses seem to be adapting to the shift. India’s reported $6 billion luxury goods market has branched out digitally over the past year and Indian units of labels like Bvlgari, Gucci and Hermes have experienced a significant jump in profits in the last few months.
So, Bvlgari’s new limited-edition mangalsutra came as no big surprise; the luxury giant is manoeuvring its way around the Indian market and the mangalsutra is the label’s first India-exclusive release (possibly aimed towards the Indian wedding market that is estimated to be worth $50 billion a year). Priyanka Chopra who recently inked a deal to become Bvlgari's brand ambassador has worked as a design collaborator for the special release.
“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 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,” said Mauro Di Roberto, MD - Jewelry Business Unit at Bvlgari, last month during the launch of the piece.
The special edition mangalsutra features round black onyx inserts and 0.14 carat pave diamonds in an 18kt yellow gold chain.
The special edition mangalsutra is petite and urban. It features round black onyx inserts and 0.14 carat pave diamonds in an 18kt yellow gold chain and also melds Roman design influences from Bvlgari’s heritage lookbook (the jewellery house was found in Rome 135 years ago). The mangalsutra has been styled like a wearable, work-friendly accessory, that’s also cosmopolitan and vastly pairable. It’s currently priced at Rs 3,49,000.
The label has also come up with a matching mother of pearl bracelet with Bvlgari’s trademark double logo and monochrome gems, to go along with the mangalsutra, and is priced at Rs 2,75,000.
Where to buy: Bvlgari India’s official website does not sell directly so the best way to buy the piece would be to get in touch with Bvlgari DLF Emporio in Delhi (011 4053 8620). A client advisor from the flagship will share a buying link over WhatsApp and may also need an ID proof, and you can complete the transaction online!
Alternatively, you can set up a virtual appointment via the Bvlgari India website and explore the piece more closely and then place an order via their virtual concierge.
