From the Chairman’s Desk

On this auspicious occasion of Ganesh Chaturthi, I extend my heartfelt greetings to every stakeholder of the gem and jewellery fraternity across India. Lord Ganesha, revered as the remover of obstacles and the harbinger of prosperity, inspires us to move forward with wisdom, courage, and clarity. May His blessings guide our industry to new horizons of growth and collective success.

It gives me immense pleasure to announce the launch of GJC Connect, our very own digital magazine, from today onwards. This initiative is both timely and necessary. The Indian marketplace is in constant motion—shaped by evolving consumer aspirations, global economic currents, technological innovations, and fresh policy perspectives. In such a dynamic environment, staying updated is not a luxury but a necessity.

GJC Connect aims to be a vibrant platform that reflects the pulse of our industry. From covering the latest news and developments to offering insights on the retail landscape, from showcasing new product launches to presenting one-on-one conversations with opinion leaders, the magazine will be a holistic compendium for every professional engaged in our sector. Our purpose is simple yet profound: to inform, inspire, and connect.

The content rich publication will cover all the sectors such as gold, silver, diamonds, gemstones and LGDs. This emerging sector has captured the imagination of both consumers and investors, becoming one of the most talked-about segments in recent years. By doing so, we intend to spark meaningful discussions and present diverse perspectives that will help stakeholders understand this exciting evolution.

More importantly, GJC Connect is not just a publication—it is a conversation. True to its name, it seeks to foster connection. I invite you—our members, retailers, manufacturers, designers, investors, and consumers—to share your views, suggestions, and experiences. Your feedback will ensure that this magazine remains interactive, relevant, and reflective of the collective spirit of our industry.

Together, let us make GJC Connect a beacon of knowledge and collaboration, one that strengthens our bonds and charts the way for a prosperous future. On this festive day, let us resolve to walk the path of innovation and unity, carrying forward the rich legacy of India’s gem and jewellery sector while embracing the opportunities of tomorrow.

Ganpati Bappa Morya! Warm regards, [Rajesh Rokde] Chairman All India Gem & Jewellery Domestic Council

From Screen to Store: Vinsmera Jewels Launches in Kozhikode with Mohanlal's Viral Campaign

Vinsmera Jewels Marries Retail Expansion with Cultural Reinvention

On August 17, Kozhikode witnessed a double debut that is now the talk of the industry—the launch of Vinsmera Jewels' flagship 10,000 sq. ft. showroom and the unveiling of its bold new ad campaign featuring Malayalam superstar Mohanlal. Together, they have positioned the brand as a fresh voice in a market dominated by tradition, grandeur, and bridal dreams.

The ad, directed by acclaimed filmmaker Prakash Varma of Nirvana Films, has gone viral within days of release, garnering millions of views and igniting conversations around gender, beauty, and storytelling in jewellery advertising. It isn't just another celebrity endorsement; it is a cultural pivot.

The narrative begins quietly on the set of a jewellery shoot. Mohanlal, playing himself, is introduced by the director as the crew bustles around. But in a playful twist, the prized jewellery set goes missing—only to be discovered adorning Mohanlal in his vanity van. Dripping in diamonds, lost in self-admiration, the actor conveys with humour, grace, and expressive body language what words could not: jewellery is not about gender—it is about joy, self-love, and beauty.

This fresh take on masculinity has struck a chord across platforms, hailed as one of the most original jewellery ads in recent memory. Marketing consultant Pradip Unni underlines its strategic brilliance: "Vinsmera may be a giant in jewellery manufacturing with 30+ years behind the scenes, but as a retail brand, they're still new. You can spend crores on media and still remain invisible. Or you can do something radically different that rides on virality. That's exactly what this campaign achieves."

The Kozhikode showroom launch is just the beginning. With plans to invest ₹2,000 crores in retail expansion, Vinsmera is eyeing Kochi, Thiruvananthapuram, Chennai, Bengaluru, Abu Dhabi, and Dubai, supported by a manufacturing hub in Sharjah. The brand is clearly positioning itself for a global leap while staying culturally rooted.

Behind the campaign's magic is a stellar creative team—cinematographer Tapan Basu, production designer Manisha Khandelwal, and creative lead Harida B—who helped Varma craft a visual narrative both humorous and tender. For audiences, the lasting image is Mohanlal adorning himself with a necklace, smiling at his reflection—an act that transforms jewellery from ornament into expression.

With one campaign and one showroom, Vinsmera has announced itself with sparkle, substance, and style.