In a world full of solitaires and ADs, Rivaaz would instead focus upon an aspect of Indian Jewellery that is slowly fading, yet is in demand due to it’s originality. The traditional jewellery of India has a unique charm to them, they bridge the gap we have with our own culture by connecting us to our tradition. This is a plus point, as the most obvious and prominent occasion to wear expensive jewelleries are the traditional ones, predominantly, Weddings. For me, the brand didn’t need another stereotypical concept to it, but a sense of being authentic.
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