Devji Aurum poised to shine at Jewellery Arabia 2021

TDT | Manama

The Daily Tribune – www.newsofbahrain.com

The region’s largest premier fine jewellery show, Jewellery Arabia, makes a comeback after last year’s brief hiatus. It is being held under the patronage of HRH Prince Salman bin Hamad Al Khalifa, the Crown Prince and Prime Minister at the Bahrain International Exhibition and Convention Centre from 16 – 20 November 2021. Extensive measures and Covid safety protocols have been put in place to ensure a safe and pleasurable shopping experience.

Devji Aurum’s association as an esteemed exhibitor in Jewellery Arabia dates to its inception in 1992. Bigger, better, brighter is what you can expect this year from Devji Aurum as shoppers will witness the largest variety of soul-stirring creations from their signature 21-karat gold Ruhi collection.

From exclusive limited-edition designs to statement pieces, each of Ruhi’s jewellery pieces will mesmerise with a distinctive flair. Encapsulating a unique blend of innovation and heritage, the Ruhi collection is sure to present its rich essence through a refreshed perspective summarised perfectly in the words of Dev Mahesh Devji, the youngest generation entrant into the family business, set to chart new frontiers for the brand: “The Ruhi collection may have been created in 1996, but over the last 25 years has expanded and evolved itself into its current avatar as exhibited at the Jewellery Arabia platform this year where our patrons and visitors will notice the fresh perspectives.

It is not about what others see after all, but rather about what is unseen. It’s more about the way one feels, just like a shadow touches the skin, Ruhi touches the soul, and continues to do so generation after generation.” While the Ruhi collection will entice visitors in one booth, it’s the glamour and sheen of Devji Aurum’s bridal jewellery corner in all its flamboyant charm, that is sure to bedazzle many brides to-be this year!

The brand’s pride in its Bridal Jewellery collection stems from over six decades of experience in this field and for the first time ever, Devji Aurum is pulling out all the stops to present a stunning display of world-class bridal finery and four-piece sets from engagement ring to neckpieces, armlets to hair adornments and more; it will be a dream-come-true collection of masterpieces handcrafted to the exacting standards of brides expecting the very best on their special day.

More than 700 alluring options in bridal sets across 5 bridal categories will vie for the shopper’s attention, each expressing a uniquely beautiful facet of a bride’s persona. Many of these bridal sets have been designed exclusively for Bahraini brides, keeping with Devji Aurum’s dedication to celebrating the Bahraini roots and traditions as also meeting the desires of its large local clientele.

Mahesh Devji, Managing Director of Devji Aurum explained further: “We believe in the individuality of every woman, and so our bridal sets have been categorised into five well-defined styles that reflect the unique tastes of different types of brides: the Articulate Bride, the Exclusive Bride, the Elegant Bride, the Classical Bride and the Aesthetic Bride.

Each collection bears a distinctive style that speaks to a particular type of bride allowing her to express her true self and amplifying her inner radiance.” Visitors to the Devji Aurum booth will also be among the select few to get a sneak peek into the Oubharia 2022 collection which will be unveiled at this prestigious arena.

Dedicated to the young-at-heart women of today, an updated and more fashionable version of the Oubharia series across ‘Oubharia Classic’, ‘Oubharia Vivid’ and ‘Oubharia Essentia’ will be exhibited for the first time and is expected to appeal to the modern-day fashionistas.

Devji Aurum will be present at booth 1154/1148 - Hall 2, booth S-05 Hall 1, and Devji Group’s Dynamic Solitaires booth will be at L-14 located between Hall 1 and 2.

Mahesh Devji expressed the brand’s enthusiasm as a participant and affirmed that the extra Covid-measures in place will make for a successful event this: “As every year, we at Devji Aurum are excited to be part of Jewellery Arabia’s prestigious platform post Covid and look forward to welcoming all our patrons, clients and visitors with necessary protective measures in place to ensure that jewellery shopping remains a beautiful, personal experience that it should be.

We have curated a stunning display of the very best of our collections and hope to enthral our clients this year with the ingenuity and standards they have come to expect of a Devji Aurum piece.”