A destination wedding nestled along a quaint beach. Invites with gold embossed lettering. Stately traditional silhouettes, fine linens and beauty essentials. An Indian bride’s trousseau is highly treasured. Today in an era of raging trends and new-age empowerment, millennial brides are taking charge of their weddings. From picking their outfits by coveted names in fashion, décor, shopping for jewellery to making the big day about her—it’s safe to say that the focus has now shifted.
For decades, Indian weddings have been glamourised through pop culture with the groom making a grand entry as the bride remains silent. But does the notion remain relevant in contemporary times? Passing unscathed through melodramatic tunes and shyness, the new generation bride finds solace in taking on the onus of her own wedding. Amidst making guest lists, narrowing down on her ensemble, lining music to everything in between—the high impact of jewellery is often neglected. Whether she has a penchant for stacking precious gemstones or likes to stay in tandem with tradition—jewellery is almost like a reflection of the bride’s personality.
North or south, east or west—bridal jewellery blends in with distinct regions to take a different shape. Addressing this diverse wave of change, Malabar Gold & Diamonds’ multifarious range of jewels aligns itself with the millennial bride’s traditional sensibility, region and more so, her distinct entry. With head turning pieces on its roster, the South Indian jewellery brand is breaking away from the stereotypical box to help brides make a statement. Through its campaign Brides Of India, brides from across the country come together in a colourful extravaganza, offering a refreshing take on empowerment.
As the millennial bride makes a palatial entry, she’s only hoping to inspire other brides to break norms and shun expected behaviour on her big day. And while this inspiration may take a while to trickle to every part of the country, it’s a change in the right direction.
Photograph: Courtesy of Malabar Gold & Diamonds
