Aura Bling Jewels launches Saubhagya mangalsutra collection
Aura Bling Jewels has introduced the Saubhagya Collection, a contemporary mangalsutra range launched alongside its new digital-first campaign, ‘Rooted, Not Restricted’, featuring film and television actress Nehha Pendse.
Designed for the modern Indian woman, the collection comprises 25 lightweight mangalsutra designs crafted with 18K gold plating, anti-tarnish protection and hypoallergenic materials. The jewellery is designed to transition effortlessly from workwear to festive occasions and western outfits while preserving the traditional symbolism of the mangalsutra.
A standout feature of the collection is its interchangeable pendants paired with Italian-designed chains, offering greater versatility and personalisation. Designed and crafted in Nashik, the collection reflects Aura Bling Jewels’ philosophy of ‘Elegance for Everyday’, combining contemporary aesthetics with Indian craftsmanship.
Commenting on the launch, Neha Kotawar, CEO & Co-Founder, and Anant Jadhav, CMO & Co-Founder, Aura Bling Jewels, said:
“We’ve always believed elegance should be part of everyday life, not reserved for special occasions. The Saubhagya Collection reflects this philosophy by giving the mangalsutra a contemporary expression through lightweight craftsmanship, versatile design and everyday wearability. With ‘Rooted, Not Restricted’, we hope to encourage women to embrace tradition in a way that feels authentic to their lifestyles.”
Speaking about her association with the brand, Nehha Pendse said:
“The mangalsutra has always represented love and commitment, but I believe it can also reflect confidence and individuality. What I love about Aura Bling’s collection is that it allows women to celebrate tradition while expressing their own personal style. That’s exactly what ‘Rooted, Not Restricted’ stands for, and I’m delighted to be associated with this campaign.”
The campaign includes a series of digital films, social media content and launch creatives that reimagine the mangalsutra as a contemporary jewellery essential for today’s lifestyles.
The Saubhagya Collection launches with 25 designs, with 10 additional styles planned for release. Prices start at ₹2,499, and the collection is available through the brand’s website and Aura Bling Jewels’ showroom in Nashik.
