SimSum Fine Jewelry launches new collection in Mumbai


Jewellery or jewelry consists of decorative items worn for personal adornment, such as brooches, rings, necklaces, earrings, pendants, bracelets, and cufflinks. Jewellery may be attached to the body or the clothes. From a western perspective, the term is restricted to durable ornaments, excluding flowers for example. For many centuries metal such as gold often combined with gemstones, has been the normal material for jewellery, but other materials such as shells and other plant materials may be used.

Jewellery is one of the oldest types of archaeological artefact – with 100,000-year-old beads made from Nass Arius shells thought to be the oldest known jewellery. The basic forms of jewellery vary between cultures but are often extremely long-lived; in European cultures the most common forms of jewellery listed above have persisted since ancient times.

SimSum Fine Jewelry, the new age Jewelry brand launched their new collection at Sette Mara, at The St. Regis, Lower-Parel, Mumbai. The event was graced by the creme da la creme of the fashion industry from from Manasi Scott, VIdya Malvade, Nishka Lulla, Khushnaz Turner, Dilshad Khambata, Radhika Ruia, Neeta Lulla, Pria kataria Puri, Sharmila Khanna, Pooja Advani, Raageshwari Loomba and to the society elite previewing the never seen before collection. It aims to provide today’s young Gen Z customers with every day, affordable, and real diamond jewelry perfect for layering and stacking.

In 2020, Sumer Gehani founded the luxury label SimSum Fine Jewelry extending his family’s 30-year-old business of manufacturing and export of jewelry. Speaking about the launch occasion Sumer Gehani, founder of SimSum Fine Jewelry said, “I’m elated to reveal the collection we’ve put together over the past year. We were focused on finding the right balance between statement pieces and trendy designs, all while keeping in mind the concept of modern love.

“Given that this is just step one, the ambition to become true luxury remains. Evolving every season is very much in my creative vision. I like to keep a strong eye and pulse for what the market needs. Now that we have our brand out there, I want to focus on digital transformation – internally within our processes and externally to drive the development of e-commerce. I fully intend to build on these strong foundations as we focus on accelerating growth,” Gehani said.

Having completed bachelor’s degree in Entrepreneurship and Finance from Babson College in Boston, USA, this is his first start up targeting the trendy consumer looking for fashionable well finished jewelry for themselves and gifting. Representing the ethical fashion movement, SimSum diamonds are sourced from conflict-free zones, and every product is made from recycled gold.

Hitting the right cords between timeless and contemporary, each piece is set by hand in 14K hallmarked gold with impeccable attention to detail and finish. The pieces have a dainty, delicate, and lightweight feel, making them the perfect fit for everyday wear, travel, and gifts.

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