Bulgari launches first jewellery product exclusive for the Indian market

By

Isabelle Crossley

Published
Sep 3, 2021

Bulgari has launched its first exclusive design for the Indian market, a modern take on the classic Mangalsutra. The design features elements from its ‘Bulgari Bulgari’ and ‘B.zero1’ lines and shows the brand’s commitment to the Indian market.

The brand launched the Mangalsutra with a press conference on the evening of September 1 with brand ambassador and celebrity Priyanka Chopra Jonas. Made from gold and black onyx, the Mangalsutra is designed to be worn for day or night and mixes the classic Bulgari logo with the Indian design staple. 
 
“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,” said Mauro Di Roberto, Bulgari’s managing director for its ‘Jewelry Business Unit’, the Times of India reported.

“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.”
 
“The piece is a representation of the sacred vows of marriage,” Bulgari’s brand ambassador Chopra Jonas told Vogue India about the launch, for which she worked closely with the brand.

“It’s so classically Bulgari and has the essence of the brand and its modernity, but also respects Indian culture and tradition.”

The piece has already garnered strong reactions online, both positive and negative. One Twitter user described the launch as a “stroke of genius” but another said, “girlbosses will exploit feminism mercilessly for personal economic gain and then expect applause for it.”