Late last night, Bulgari and its global brand ambassador Priyanka Chopra Jonas announced the launch of an exclusive product for India, the mangalsutra. In a press conference from her home in Los Angeles, Chopra Jonas outlined the significance of the traditional piece of jewellery for the modern Indian woman.
The necklace, which Chopra Jonas dons on the September 2021 cover of Vogue India, has a central diamond pendant flanked by smaller discs of black onyx, all encased in the double-logo gold circles that characterise the ‘Bulgari Bulgari’ and ‘B.zero1’ lines, together suspended from a chain dotted with black onyx beads.
The actor, producer and global entertainer explained that the beauty of the piece lies in its blend of traditional and contemporary elements—it can be worn with a T-shirt and jeans or even with a sari.
“I wear my mangalsutra with everything, dressing it up or dressing it down,” Chopra Jonas says. “It’s such a contemporary and cool piece.”
The Italian luxury house has been sourcing its jewels and gemstones from the country for close to four decades. Mauro Di Roberto, managing director at the Bulgari Jewelry Business Unit, says that India has been an “important world” for the brand. With the mangalsutra, Bulgari hopes to cement this relationship further.
Chopra Jonas went on to add that the mangalsutra is emblematic of the modern Indian woman herself, one who is “an amalgamation of the traditional and the contemporary.”
“The piece is a representation of the sacred vows of marriage. It’s so classically Bulgari and has the essence of the brand and its modernity, but also respects Indian culture and tradition,” explains Chopra Jonas. “This mangal sutra is iconic.”
Wearing the mangalsutra daily is a time-honoured custom for Indian women after marriage. While recently, its symbolism has been questioned, Chopra Jonas and Bulgari believe that the ritual behind buying the piece is just as reflective of modern India.
Chopra Jonas added that she and her husband Nick Jonas planned their wedding together, in sync with each other’s wishes, which was “a beautiful experience”. Yet, she believes buying a mangalsutra for yourself is “a great way of taking charge. You can make it your own.
“I think, for a modern woman of today who is ambitious and is in charge of her own agency, the men and people in her life need to support her to be the best version she can for herself,” she says.
credit-vogue.in