What is the story about?
Actor Tamannaah Bhatia is stepping into India’s fine jewellery market with her debut brand, Tamannaah Fine Jewellery. This marks her first stint as a founder.
As per the brand, in India, most high-value jewellery purchases are still occasion-driven — think weddings, anniversaries and major family events. Tamannaah’s brand aims to flip that script by creating pieces one would wear on a Tuesday afternoon.
“I’ve always loved jewellery, but I felt there was space to look at it differently,” she said. “I wanted to create pieces that women can truly live in, not something you pull out only for an occasion.”
The collections are being introduced under the theme “Beyond the Occasion.” Everything is crafted in 18K and 14K gold with natural diamonds and gemstones, keeping it firmly in the fine jewellery category, but designed to feel less formal and more wearable.
Expect split-bezel settings, chunky claw mounts and modular links — details that add movement and edge to what has traditionally been a fairly rigid segment.
Three collections are launching initially: Half & Half, The Flick, and Plumptious. The design philosophy centres on duality, blending structure with flow and classic materials with contemporary forms.
What sets this apart from typical celebrity ventures is the level of involvement. Tamannaah is working closely with her father, Santosh Bhatia, overseeing everything from design to production and retail strategy. In jewellery — where trust and authenticity carry significant weight — that kind of founder-led structure could prove meaningful.
The brand’s first flagship store has opened in Juhu, Mumbai. The layout moves away from the usual glass-case-heavy format towards a more residential, approachable setting, intended to make browsing feel less formal.
From a market perspective, the timing is notable. There is growing momentum around everyday fine jewellery, self-purchasing is on the rise, and consumers are asking more questions about sourcing and value.
The brand is sticking with natural diamonds despite the lab-grown trend, keeping it in the traditional lane while offering a more contemporary approach to design and wearability.
As per the brand, in India, most high-value jewellery purchases are still occasion-driven — think weddings, anniversaries and major family events. Tamannaah’s brand aims to flip that script by creating pieces one would wear on a Tuesday afternoon.
“I’ve always loved jewellery, but I felt there was space to look at it differently,” she said. “I wanted to create pieces that women can truly live in, not something you pull out only for an occasion.”
The collections are being introduced under the theme “Beyond the Occasion.” Everything is crafted in 18K and 14K gold with natural diamonds and gemstones, keeping it firmly in the fine jewellery category, but designed to feel less formal and more wearable.
Expect split-bezel settings, chunky claw mounts and modular links — details that add movement and edge to what has traditionally been a fairly rigid segment.
Three collections are launching initially: Half & Half, The Flick, and Plumptious. The design philosophy centres on duality, blending structure with flow and classic materials with contemporary forms.
What sets this apart from typical celebrity ventures is the level of involvement. Tamannaah is working closely with her father, Santosh Bhatia, overseeing everything from design to production and retail strategy. In jewellery — where trust and authenticity carry significant weight — that kind of founder-led structure could prove meaningful.
The brand’s first flagship store has opened in Juhu, Mumbai. The layout moves away from the usual glass-case-heavy format towards a more residential, approachable setting, intended to make browsing feel less formal.
From a market perspective, the timing is notable. There is growing momentum around everyday fine jewellery, self-purchasing is on the rise, and consumers are asking more questions about sourcing and value.
The brand is sticking with natural diamonds despite the lab-grown trend, keeping it in the traditional lane while offering a more contemporary approach to design and wearability.
