The new bridal jewellery collection is anchored by the campaign ‘One Wedding. Many Stories’, bringing regional traditions into a contemporary wedding wardrobe
Mumbai: Rivaah by Tanishq has unveiled its latest bridal jewellery collection, ‘Wedding Signatures’, along with a new campaign, ‘One Wedding. Many Stories’. The collection brings together complete bridal jewellery wardrobes across seven distinct Indian bridal communities — Tamil, Telugu, Bihari, Rajasthani/Marwadi, Gujarati, Marathi and Pan India/Metro.
The launch comes as Indian weddings increasingly evolve into highly curated celebrations, with brides making individual jewellery choices for different functions rather than relying on a single bridal set. Rivaah has developed the collection around this shift, creating jewellery wardrobes intended to work across the multiple occasions that make up a wedding.
Developed by Tanishq’s Design Excellence Centre (DEC), Wedding Signatures draws on the jewellery vocabulary of each region while interpreting it for the contemporary bride.
The Marathi trousseau features traditional forms including the Vati Mangalsutra, Tushi necklace and Vajra Teek Choker. The Rajasthani/Marwadi collection incorporates the Borla, Tevta, Aad and Panchlada Haar, while the Gujarati offering draws on forms such as the Chandan Haar, Dodi, Mor and Keri.
The Tamil and Telugu collections explore South Indian and temple-inspired jewellery traditions, while the Pan India/Metro trousseau takes a more contemporary approach for brides influenced by multiple cultural aesthetics.
The collection also expands Rivaah’s jewellery vocabulary through pieces such as Kaleeras, Matha Patti, Vankis, Surya and Chandra, Nethi Chutti and Mattal, alongside contemporary interpretations of established regional designs.
The ‘One Wedding. Many Stories’ campaign extends the collection beyond jewellery, placing the bridal looks within the broader world of wedding destinations, photography and film.
Wedding photographer Joseph Radhik has captured select bridal looks at the Taj Jai Mahal Palace in Jaipur, while filmmaker Shoojit Sircar has created a series of regional films for the campaign. For the South Indian market, actor Anupama Parameswaran serves as the face of Rivaah.
The campaign is built around the idea that every bride shapes her wedding differently, with choices spanning the venue, destination, fashion, décor, photography, beauty and jewellery.
According to Pelki Tshering, Chief Marketing Officer, Tanishq, the new collection reflects how brides are increasingly curating their weddings with greater intention. Wedding Signatures therefore focuses on complete jewellery wardrobes designed around the different occasions and celebrations that form the wedding journey.
With Wedding Signatures, Rivaah is positioning bridal jewellery as a collection of individual expressions rather than a single ceremonial set, while retaining the regional design codes that continue to define Indian wedding jewellery.
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