VBJ Since 1900 Launches The Florals Collection Inspired by Nature

VBJ Since 1900, known as Vummidi Bangaru Jewellers, has unveiled its new signature line, The Florals Collection, on August 21, 2025. This collection draws inspiration from the delicate Japanese flower, LysiMachia clethroides, and represents a significant evolution in the brand’s design philosophy. The launch follows the success of a diamond ring that won the prestigious ‘Ring of the Year’ award at the National Jewellery Awards in 2023.

The Florals Collection explores floral design through an architectural lens, merging traditional elements with contemporary styles. While the jasmine flower holds cultural significance in South India, the introduction of LysiMachia clethroides adds a modern emotional resonance. According to Amarendran Vummidi, Managing Partner of VBJ Since 1900, “The Florals Collection is built on the belief that jewellery can hold both memory and movement.” This collection showcases the brand’s commitment to meaningful design that evolves with the times.

Crafted in rose gold, the collection features exquisite elements such as round diamonds, Luxart enamel, and pearls. These materials achieve a balance between craftsmanship and everyday functionality. The innovative use of culet-top diamond settings enhances brilliance with fewer stones, allowing focus on form, line, and finish. The designs are intentionally flexible and convertible, ensuring that women can wear them comfortably without compromising on personal expression.

“Our design approach values versatility in styling,” said Jithendra Vummidi, also a Managing Partner at VBJ. He added, “The natural fall of the flower has been used to create silhouettes that are fluid and precise.” Each piece in The Florals Collection is designed to resonate with women who appreciate jewellery not just for its aesthetic value but for its personal significance. The collection includes necklaces, earrings, bangles, chains, brooches, and head ornaments, capturing the gentle curves and cascading forms inspired by the flower.

Designed with the modern woman in mind, the pieces are both lightweight and impactful, making them suitable for various occasions, from casual to formal. The collection aims to appeal to a broad audience, including college students, working professionals, and women of all ages seeking elegance imbued with meaning.

Discussing the creative process, Anupam Karmakar, Creative Head at VBJ Since 1900 and a World Skills Expert, remarked, “This collection is very personal to us. It represents a fusion of Indian heritage with modern artistry.” He emphasized the sacred and serene qualities of the white floral inspiration, likening its significance to that of jasmine in the lives of South Indian women. The pieces are designed to adapt seamlessly to different environments, whether for a boardroom meeting or a festive gathering.

The Florals Collection exemplifies a blend of everyday functionality and luxury, appealing to women who embrace sophistication without losing sight of practicality. The collection is set to elevate VBJ’s standing in both domestic and international markets, offering pieces that meet global standards.

Customers can find The Florals Collection at all VBJ stores and on online platforms, with select customization options available to enhance the bespoke experience for which VBJ is renowned. As a fifth-generation family-run brand, VBJ Since 1900 takes pride in its legacy, particularly as the makers of the historic Sengol, a symbol of India’s democratic journey. The Sengol was rediscovered by the VBJ team after 72 years and is now installed in India’s new Parliament building, marking the brand’s deep connection to the country’s cultural and national heritage.

VBJ Since 1900 continues to innovate while honoring its rich history, ensuring its jewellery resonates with both tradition and modernity.