VBJ Since 1900 unveils Avatara : A symphony of transformation    

VBJ Since 1900 (Vummidi Bangaru Jewellers), India’s most trusted heirloom jewellery brand, unveiled AVATARA, a new design chapter shaped for the many roles women lead every day. Avatara ushers in a new dimension of elegance within VBJ’s heritage of legacy craftsmanship, celebrating a jewellery narrative where form and function move in constant reinvention. Each piece is a fluid journey of self-expression – one that can evolve, divide, reassemble and adapt, offering boundless possibilities within a single design.

Speaking about the collection, Amarendran Vummidi, Managing Partner, VBJ Since 1900, said, “Avatara comes from a place of quiet conviction. We wanted to create jewellery that feels honest in its form and relevant to the way women live today. The focus was on refining our design language so that each piece carries a sense of ease and still reflects the depth of our heritage. Avatara represents our belief that elegance does not need to be reserved for select moments. It can be part of a woman’s everyday life when the craft is thoughtful, and the intent is clear.”

As a fifth-generation family-run brand, VBJ Since 1900 takes immense pride in its role as the makers of the historic Sengol (sceptre) – a sacred symbol of India’s democratic journey. Discovered after 72 years, the Sengol was unearthed by the VBJ team through meticulous research and installed beside the Speaker’s chair in India’s new Parliament building, marking VBJ’s enduring bond with India’s cultural and national heritage. Just as the Sengol stands for integrity and legacy, so does every VBJ creation, and Avatara becomes the next chapter in this lineage.