Actor Tamannaah Bhatia has forayed into the fine jewellery retail space with the launch of her own label, Tamannaah Fine Jewellery, marking her entry into entrepreneurship beyond films and endorsements.
The brand positions itself as a contemporary fine jewellery label aimed at daily wear, moving away from the traditional idea of jewellery being reserved only for weddings or special occasions.
Built around the philosophy “Beyond the Occasion”, the label seeks to align with modern lifestyles, where jewellery is seen as an extension of personal style rather than a ceremonial accessory.
According to the brand, the designs focus on comfort, ease of movement and individual expression, targeting women who prefer functional yet refined jewellery for regular use.
Brand Positioning
Tamannaah Bhatia has said the idea for the brand emerged from her personal relationship with jewellery and the belief that fine jewellery can be worn more freely and naturally.
The collections are designed to suit everyday routines, with an emphasis on pieces that blend into daily life rather than standing apart as formal or heavy ornaments.
The brand launches with three collections named Half & Half, The Flick and Plumptious, each exploring contrasts such as strength and softness, structure and flow, and balance and movement.
These collections are crafted in 14K and 18K gold, using natural diamonds and gemstones, with modern silhouettes intended to suit contemporary wardrobes.
Tamannaah Fine Jewellery is being developed in partnership with Santosh Bhatia, Tamannaah’s father, who is involved in overseeing design, production and retail operations.
The brand follows a closely managed approach, with the founder remaining directly involved in the creative and operational aspects of the business.
Alongside the product launch, the brand has opened its flagship retail store in Juhu, Mumbai, marking its first physical presence in the jewellery market.
The store has been designed as a contemporary retail space, aiming to create a relaxed and accessible environment rather than the formal setting traditionally associated with jewellery showrooms.
Market Context
The launch comes at a time when India’s fine jewellery market is seeing a gradual shift in consumer behaviour, especially among urban buyers and younger customers.
Jewellery brands are increasingly focusing on lighter designs, flexible pricing and everyday usability to appeal to working professionals and style-conscious consumers.
Industry observers note that celebrity-led brands are also becoming more common, as public figures leverage personal branding to enter lifestyle and luxury segments.
With Tamannaah Fine Jewellery, the brand positions itself within this evolving landscape, reflecting a broader trend where fine jewellery is becoming part of everyday fashion rather than limited to milestone occasions.
Published in India, the brand’s early strategy suggests a focus on design-led differentiation and direct consumer engagement as it begins its journey in the competitive jewellery retail market.
