Senco Gold and Diamonds launches LGBTQ+ pride campaign

By

Isabelle Crossley

Published
Jun 29, 2022

Gold jewellery brand Senco has launched a LGBTQ+ pride campaign in partnership with brand ambassador and track and field athlete Dutee Chand among others, launching two films to promote inclusivity. 

Senco Gold and Diamonds’ latest campaign is designed to celebrate Pride Month and present its fine jewellery as inclusive and empowering with two dedicated films. Brand ambassador Dutee Chand stars in one film with her partner Monalisa and the pair make a pledge for “freedom of love” while wearing Senco jewellery. In a second video, the brand shares the story of transgender employee Rupa, who has worked for the business for the past five years. 

“Our new campaign #WearYourPride is a tribute to the LGBTQ community who have overcome all odds and daily struggles to make a mark on their own as professionals,” said Senco Gold and Diamonds’ director Joita Sen, the Gem and Jewellery Export Promotion Council reported on its website. “We salute them and their indomitable spirit. We are committed to actualising Rupu’s dream and are helping her in her gender transformation process. Rupu is an inspiration for others and we hope more such Rupus come out and follow her path.”

“Senco Gold and Diamonds has promoted inclusive growth,” said the brand’s managing director and CEO Suvankar Sen. “We took an initiative by having Dutee Chand as brand ambassador, who we believe is an inspiring icon for not only the LGBTQ+ community but all sportspersons. We are committed to extending all assistance in terms of training, skill development, medical and healthcare support for all Rupus in Senco Gold.”