The collection is rooted in Rivaah’s insight that the modern Indian bride celebrates her cultural heritage while expressing it in her own distinctive way.
Over eight to 12 months, a bride makes a series of choices around the destination, venue, functions, fashion, photography, décor, beauty and jewellery, all of which come together to shape her wedding. This has also transformed the way brides approach bridal jewellery, with a growing preference for selecting pieces for individual occasions rather than relying on a single jewellery set.
Wedding Signatures responds to this shift with complete jewellery wardrobes designed to complement the different functions and celebrations that form part of the wedding journey.
Each bridal look has been developed with its own distinctive jewellery vocabulary. The Marathi trousseau draws on traditional elements such as the Vati Mangalsutra, Tushi necklace and Vajra Teek Choker. The Rajasthani/Marwadi trousseau features the Borla, Tevta, Aad and Panchlada Haar, while the Gujarati trousseau incorporates forms such as Chandan Haar, Dodi, Mor and Keri.
The Tamil and Telugu trousseaus explore distinctive South Indian forms and temple-inspired jewellery vocabulary. Meanwhile, the Pan India/Metro trousseau offers a contemporary interpretation for brides influenced by multiple cultural and stylistic references.
The collection further expands Rivaah’s jewellery vocabulary with pieces such as Kaleeras, Matha Patti, Vankis, Surya and Chandra, Nethi Chutti and Mattal, alongside contemporary interpretations of established regional jewellery traditions.
Developed by Tanishq’s Design Excellence Centre (DEC), Wedding Signatures brings together regional understanding, design expertise and craftsmanship across the six bridal worlds.
The collection is being showcased through the campaign “One Wedding. Many Stories.”, which extends the concept into the wider wedding ecosystem through destination, photography and film.
Celebrated wedding photographer Joseph Radhik captures the bridal looks at Taj Jai Mahal Palace in Jaipur, while acclaimed filmmaker Shoojit Sircar brings the stories to life through a series of regional films. For the South Indian market, actor Anupama Parameswaran is the face of Rivaah, bringing the campaign to brides across the region.
The campaign places the jewellery within the setting, atmosphere and storytelling of a wedding, creating a connected expression of the celebrations surrounding the collection.
Speaking on the launch, Pelki Tshering, Chief Marketing Officer, Tanishq, said, “At Rivaah, we believe that marriages are crafted uniquely by every bride. As brides curate their weddings with greater intention, every choice, right from the destination and celebrations to fashion, photography and jewellery, contributes to the experience they envision.
“We wanted to reflect this in the way we approached bridal jewellery. Wedding Signatures brings together complete jewellery wardrobes across six distinct Indian bridal looks, with pieces designed for the different occasions that make up the wedding journey. Through ‘One Wedding. Many Stories.’, we bring the collection into the wider world of destination, photography and film, creating a more holistic expression of the wedding around the bride.”