New Delhi, January 15th, 2025 – Jewelry has always been a cherished heirloom, symbolizing heritage, love, and timeless beauty, passed down through generations. Celebrating this enduring tradition, Senco Gold & Diamonds unveils its heartwarming wedding season film, “Khushiyon ki Reet.” With a legacy originating from West Bengal with now pan-India presence of over 160 showrooms, Senco has been adorning brides for four generations, earning the unwavering trust of customers for 85 glorious years. Since the 1930s, Senco has celebrated the evolution of time, tradition, and fashion with exceptional craftsmanship, spreading happiness across generations while remaining a timeless symbol of cherished traditions.
The phrase ‘Khushiyon Ki Reet’ encapsulates Senco’s beliefs that its jewelry transcends mere ornamentation, symbolizing the happiness of celebrating heritage, the artistry of expert craftsmanship, and the joy shared across generations. This sentiment is beautifully brought to life in a heartwarming film that tells the story of a young bride who discovers her grandmother’s vintage wedding necklace in an old photo album. Inspired by this timeless treasure, she recreates it with Senco’s exceptional craftsmanship. The film culminates in a nostalgic moment of love and legacy, as three generations of women come together to celebrate 85 years of tradition, beautifully weaving past, present, and future. In an emotional moment, the bride lovingly recreates her grandmother’s cherished wedding set, wearing it on her own special day. In a beautiful gesture, she then gifts an identical set to her grandmother, seamlessly bridging generations and honoring their family’s enduring legacy.
Senco Gold & Diamonds seamlessly blends traditional artistry with contemporary designs, creating enduring pieces that preserve cultural values while catering to modern sensibilities. This campaign encapsulates the essence of “Tradition of Joy”, celebrating love, family, and the timeless beauty of tradition, making Senco’s jewelry a bridge between the past and the present and a treasure for the future. Starring the talented Yogita Bihani, and directed by the acclaimed filmmaker Priyanka Ghose, the film exquisitely brings to life the spirit of Khushiyon Ki Reet, celebrating the enduring joy of tradition.
“At Senco Gold & Diamonds, every piece we create is a celebration of history, innovation, and the enduring happiness that comes from both crafting and wearing something truly special. Khushiyon Ki Reet encapsulates the very soul of our brand and our deep connection with customers. Having grown up in Kolkata, I have witnessed the immense brand equity that Senco has enjoyed for decades as a premium jewelry brand. This campaign for the Vivaah Collection reflects our seamless blend of heritage and modernity, appealing to a new generation of Indians who joyfully rediscover the beauty of traditions in contemporary ways. It beautifully tells the story of love, legacy, and the timeless allure of exquisitely crafted wedding jewelry, showcasing the special bond between a grandmother and granddaughter”, said Joita Sen, Director, Senco Gold & Diamonds.
As we step into the New Year, Senco Gold and Diamonds unveils their spectacular collections, featuring an exquisite array of designs and jewelry pieces that perfectly capture the essence of every occasion. This stunning new collection is a testament to our commitment to innovative craftsmanship and attention to detail.