Reliance Jewels Launches The ‘Aabhar’ Collection As They Turn 14

by | August 13, 2021, 14:19 IST

This August, Reliance Jewels is celebrating its 14th anniversary. As a part of the celebration, the company has launched a new jewellery collection called Aabhar for their patrons. Femina’s Fashion Editor Krishna Mukhi sat down with Sunil Nayak, CEO of Reliance Jewels.

He said that the company’s 14 year long journey has been sensational. "Having started from a single store in Ahmedabad, we have now launched our e-commerce portal and have reached great heights today offering our customers unified jewellery shopping experience  in over 100+ cities across India with 200 + stores offering exquisite Gold & Diamond Jewellery collections. We have also launched our e-commerce portal last year enabling customers to shop on the go or at the comfort of their homes. Being a part of Reliance Retail, we attempt to connect with our customers every day," he said.

Speaking to Anup Kondakundi, the Head of Marketing for Reliance Jewels, he said, "Aabhar, which literally translates to gratitude, has come into existence to pay homage to the three pillars that have made us successful today Ourcustomers, employees and artisans." 

Every year, in the month of August, Reliance Jewels celebrates its anniversary 
with the Launch of a special collection and some great offers for their customers. Keeping their customers at the centre of the celebrations, they create a beautiful collection of earrings every year this time which will help you and your loved ones celebrate the big and small joys of life in style.


As per tradition, the Aabhar collection follows a distinct theme every year. This year’s theme is Rishton Ka Dhaga or Thread of Love. This symbolises the relationship that Reliance Jewels shares with its stakeholders. The theme, in a philosophical way, binds the aforementioned three pillars together and results in beautiful art. The Aabhar or Rishton Ka Dhaga collections are a testament to the love and support that has brought the brand where it is today.

Krishna also spoke with Sonali Sheth, the Design Head of Reliance Jewels. She said, “The greatest challenge while designing the collection was bringing the element of a ‘thread’ in metal form. Threads are delicate and to bring that effect on something as hard as metal is not easy. They were inspired 
by macrame and crochet art, which forms beautiful interlocking patterns & designs that define these bonds beautifully and lastly by the Odia art form of Tarakasi - a silver filigree art form from Cuttack which uses very fine wires to create designs  which are hand done.


The collection offers a wide variety of earrings, giving their customers several choices for the different occasions and events in their lives. Some pieces are a blend of modern and traditional, while others are dainty pieces that can even be worn to work. Despite facing challenges, Sonali finds herself very happy with the collection and says that the outcome speaks for itself.

“Reliance Jewels 
believes in being a part of every special moment of their customers lives & providing them with unique collections for every occasion, exceptional quality and customer service. We are growing our bouquet of customer services & our offerings every day and are confident that we will continue to connect with Patrons across India . The sky's the limit,” CEO Sunil Nayak further states. 

You can watch the entire interview above. As far as the stunning collection is concerned, it will be exclusively available at all Reliance Jewels Flagship showrooms and shop-in shops across the country. But, if you’re not upto venturing outdoors just yet, you can shop at the Reliance Jewels website.

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