Mumbai / Chennai, Nov 10: VBJ Since 1900 (Vummidi Bangaru Jewellers), India’s most trusted heirloom jewellery brand, continues to enchant jewellery enthusiasts with its much-loved Jhumka Festival. Owing to its massive success, the brand has extended the festival until mid-December, giving patrons more time to explore the timeless charm of the iconic jhumka—reimagined for today’s generation.
The Jhumka Festival showcases India’s everlasting love for this classic earring style, featuring over 2,000 unique designs across gold, silver, diamond, and platinum. Each piece reflects intricate artistry and exceptional craftsmanship, blending filigree work, temple-inspired motifs, and modern silhouettes to strike the perfect balance between heritage and contemporary elegance.
Speaking about the festival, Amarendran Vummidi, Managing Partner, VBJ Since 1900, said, “For 125 years, VBJ has honoured India’s jewellery traditions while evolving with changing times. This festival elevates the jhumka from a staple to a hero piece—crafted for movement, identity, and expression.”
Adding to this, Jithendra Vummidi, Managing Partner, VBJ Since 1900, noted, “A jhumka is more than an ornament—it holds memory, character, and emotion. With this festival, we celebrate a form that resonates across generations, offering timelessness with relevance.”
A proud fifth-generation family enterprise, VBJ Since 1900 is also renowned for crafting the historic Sengol (sceptre)—a sacred emblem of India’s democratic journey. After being rediscovered 72 years later, the Sengol was meticulously researched and authenticated by the VBJ team before taking its place beside the Speaker’s chair in India’s new Parliament building. The Jhumka Festival, much like the Sengol, reflects the brand’s enduring mission to preserve legacy through artistry and celebrate India’s cultural identity.
Last month, during the festive season of Golu and Diwali, VBJ witnessed an overwhelming response as customers embraced jhumkas that beautifully merged tradition with contemporary aesthetics. The extension of the festival is a gesture of gratitude, honouring the continuous love and demand. Adding to the festive momentum, VBJ also showcased its exquisite jhumka collection at Ignition, held at ITC Grand Chola.
Through this festival, VBJ Since 1900 reaffirms its commitment to celebrating both heritage and innovation. The collection—available at VBJ stores in Anna Salai and Anna Nagar, as well as online—also offers customised options, continuing the brand’s legacy of timeless elegance and personalised service.