Jaipur-based jewellery manufacturer Brij will unveil its new D Standard collection at JCK Las Vegas 2026, marking the company’s latest push into technology-driven fine jewellery for global retail markets.

The collection introduces what the company describes as an “engineered luxury” concept, integrating Nitinol shape-memory alloy technology into natural diamond jewellery manufacturing. The material, commonly used in aerospace and industrial engineering, allows jewellery pieces to maintain flexibility and structural resilience while supporting intricate diamond settings.

According to the company, the D Standard collection features GIA-certified D-colour, internally flawless natural diamonds with zero fluorescence, mounted in 18-karat gold designs built around a flexible Nitinol core. Brij stated that the manufacturing process required specialized assembly techniques, as the alloy cannot undergo conventional heating or soldering procedures typically used in jewellery production.

The company said the collection has been developed to combine technical durability with lightweight wearability and contemporary design aesthetics, targeting international luxury consumers and retail partners.

Founded in Jaipur in 1971, Brij operates manufacturing facilities in Jaipur’s Special Economic Zone and also maintains operations in Miami to support its overseas business activities. The company stated that its manufacturing and quality systems are aligned with international compliance and retail standards as it continues to expand its export footprint.

The launch at JCK Las Vegas — one of the jewellery industry’s largest trade exhibitions — is expected to position Brij among Indian manufacturers showcasing innovation-led product development at the global level. The event will take place at The Venetian Expo from May 29 to June 1, 2026.

The introduction of advanced engineering materials into fine jewellery also reflects wider industry interest in combining craftsmanship, comfort and product innovation to meet evolving consumer demand in premium jewellery categories.