Senco Gold Launches 'Aham' Collection to Ensure Grooms Dazzle Equally with Brides

Fine jewellery brand Senco Gold & Diamonds has expanded its offerings for men with the launch of a new sub-brand named ‘Aham’. Designed specifically for modern Indian grooms, the collection features a diverse range of jewellery options crafted from gold, diamonds, and platinum, aiming to redefine bridal adornments beyond just the bride.

According to Senco Gold & Diamonds’ director and head of marketing and designs, Joita Sen, 'Aham' addresses a cultural shift in modern Indian weddings. Sen notes that while traditional weddings often saw the groom as an indulgent observer of the bride's glittering jewellery, contemporary relationships are characterized by equality. The new collection seeks to change this narrative, allowing both partners to "dazzle equally in their Senco adornments." The pieces are crafted to empower the groom to express his personal style naturally and effortlessly, acknowledging that the groom's style is now considered as significant as the bride's.

The label's debut offering, titled the 'Wedding Season Collection,' provides a contemporary interpretation of traditional wedding jewellery. The collection boasts more than 800 designs and includes a wide variety of pieces such as kadas, platinum wristwear, diamond-set rings, and minimalist cufflinks. It also features fusion pieces with two-tone styles. The new range is available for purchase at Senco Gold & Diamonds’ brick-and-mortar stores across India, through its online platform, and via the Senco shopping application.

Senco Gold & Diamonds is operated by its parent company, Senco Gold Limited. The business was incorporated in Kolkata in 1994 and has since established a substantial retail presence, operating over 175 stores throughout India.