Aug 05: Aura Bling Jewels has unveiled the Saubhagya Collection, a contemporary mangalsutra line launched alongside its new brand campaign, Rooted, Not Restricted’ , starring film and television actress Nehha Pendse. Crafted for the modern Indian woman, the collection brings together 25 lightweight designs, in an 18K gold-plated finish with anti-tarnish protection built to move as effortlessly as she does. Blending understated elegance with everyday versatility, each piece transitions seamlessly from workwear to festive wear to westernwear, while staying true to the mangalsutra’s timeless symbolism.
The Saubhagya Collection gives the mangalsutra a fresh, contemporary identity one that reflects how today’s women live, dress and express themselves. Featuring interchangeable pendants paired with sophisticated Italian-designed chains, the collection offers a rare mix of versatility, elegance and innovation in a single design. The launch marks another milestone in Aura Bling Jewels’ journey as a design-led jewellery brand built on everyday elegance, further strengthening its growing portfolio of thoughtfully crafted, contemporary pieces.
Powering it all is the digital-first campaign, ‘Rooted, Not Restricted’ , which captures the evolving aspirations of modern women who seek jewellery that effortlessly blends heritage with versatility. Through a series of striking campaign films and digital assets featuring Nehha Pendse, Aura Bling Jewels reimagines the mangalsutra as a contemporary symbol of tradition, thoughtfully designed to complement everyday wardrobes.
Commenting on the launch, Neha Kotawar, CEO & Co-Founder, and Anant Jadhav, CMO & Co-Founder, Aura Bling Jewels, said, “We’ve always believed elegance should be part of everyday life, not reserved for special occasions. The Saubhagya Collection reflects this philosophy by giving the mangalsutra a contemporary expression through lightweight craftsmanship, versatile design and everyday wearability. With ‘Rooted, Not Restricted, we hope to encourage women to embrace tradition in a way that feels authentic to their lifestyles.”
Speaking about her association with Aura Bling Jewels, actress Nehha Pendse said, “The mangalsutra has always represented love and commitment, but I believe it can also reflect confidence and individuality. What I love about Aura Bling’s collection is that it allows women to celebrate tradition while expressing their own personal style. That’s exactly what ‘Rooted, Not Restricted’ stands for, and I’m delighted to be associated with this campaign. “
Designed and crafted in Nashik, the Saubhagya Collection reflects Aura Bling Jewels’ deep-rooted commitment to Indian craftsmanship, reimagined for contemporary lifestyles. Guided by its philosophy of ‘Elegance for Everyday’ , the brand continues to push the boundaries of modern jewellery blending premium craftsmanship, thoughtful design and everyday wearability into every piece.
Collection Highlights:
- Officially titled the Saubhagya Collection, 25 designs launching now, with 10 more to follow
- Designed for everyday wear with lightweight construction, 18K gold plating, anti-tarnish protection and hypoallergenic materials.
- Interchangeable pendants paired with Italian design chains, a first-of-itskind offering in the category
- Currently available on AuraBlingJewels.com, and at the Aura Bling Jewels’ showroom in Nashik, Maharashtra.
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