VBJ Since 1900 Introduces AVATARA: A New Era of Transformative Design
VBJ Since 1900 (Vummidi Bangaru Jewellers), one of India’s most respected heirloom jewellery houses, has launched AVATARA, a design evolution inspired by the multifaceted lives women lead today. The collection brings a fresh perspective to VBJ’s rich tradition of craftsmanship, offering pieces that transform, separate, reconfigure, and adapt—allowing endless styling possibilities within a single design.
Traditionally, fine jewellery in India has been associated with major celebrations and then stored away as “locker jewellery.” AVATARA represents a clear break from that mindset. Conceptualised by Diyya Vummidi, daughter of elder brother Jithendran Vummidi and a rising creative force within the brand, the collection reflects the modern woman’s preference for purposeful, versatile jewellery that complements every aspect of her life. Whether for work, home rituals, casual outings, temple visits, social evenings, ceremonies, or weddings, each piece is crafted to be worn repeatedly and reinvented with ease. AVATARA retains a quiet nod to tradition while embodying a contemporary, personal aesthetic that resonates with today’s expression of identity.
Commenting on the launch, Amarendran Vummidi, Managing Partner, VBJ Since 1900, said, “Avatara stems from a deep sense of purpose. We wanted to design jewellery that feels natural in everyday wear while honouring our heritage. The goal was to refine our design approach so that every piece feels effortless yet meaningful. Avatara proves that elegance can be part of daily life when craftsmanship is thoughtful and intentional.”
Sharing his perspective, Jithendran Vummidi, Managing Partner, added, “Avatara challenged us to rethink the role of fine jewellery in a woman’s routine. When design responds to how women live and choose, it becomes more than adornment. Our vision was to create jewellery that feels understated yet enduring—bringing significance to everyday moments, not just special occasions.”
As a fifth-generation family-owned brand, VBJ Since 1900 holds a distinguished place in India’s cultural legacy, notably as the creators of the historic Sengol (sceptre), a symbol of India’s democratic heritage. Discovered after 72 years through extensive research by the VBJ team, the Sengol now stands beside the Speaker’s chair in the new Parliament building, underscoring the brand’s deep connection to national history. AVATARA continues this legacy of integrity and heritage, becoming the latest milestone in VBJ’s journey.
With this collection, VBJ strengthens its commitment to blending tradition with innovation while reflecting the dynamic lives of the women who inspire its designs. Conceived as a modular capsule, AVATARA also allows for selective customisation, enhancing the personalised experience the brand is celebrated for. The collection focuses not just on how jewellery is worn, but how it is appreciated, cherished, and carried forward for generations.