India’s Senco Gold & Diamonds launches men’s jewellery brand Aham

Fine jewellery brand Senco Gold & Diamonds has expanded its men’s offering and launched new brand ‘Aham,’ designed to cater to modern Indian grooms with a range of gold, diamond, and platinum options.

 
“Aham draws inspiration from the evolving equal relationships of modern Indian couples where the groom’s style is now as significant as the bride’s,” said Senco Gold & Diamonds’ director and head of marketing and designs Joita Sen in a press release. “What we’ve seen in most Indian weddings so far is the groom looking on indulgently as his better half glitters in her wedding jewellery. With Aham, we wanted to change that narrative and have the couple dazzle equally in their Senco adornments! Each piece of this collection allows the groom the freedom to express his personal style, most naturally and effortlessly.”
 
Now available in Senco Gold & Diamonds’ pan-India brick-and-mortar stores, online, and on the Senco shopping app, Aham’s ‘Wedding Season Collection’ presents a contemporary take on traditional wedding jewellery. The label’s maiden collection features over 800 designs including kadas, platinum wristwear, diamond-set rings, and more minimalist cufflinks, along with a selection of fusion pieces in two-tone styles.

Senco Gold & Diamonds’ parent company Senco Gold Limited was incorporated in Kolkata in 1994, according to its website. The business counts over 175 stores in India.