Vasundhra Raj’s latest campaign reimagines heritage for the modern woman

Every piece of jewellery carries more than just shine and shimmer; it is a symbol of memory, a fragment of history, and a reflection of identity. At the heart of this philosophy is Vasundhra Raj, a brand that embodies artistry, heritage, and modern femininity through its fine jewellery crafted in gold, polki diamonds, and gemstones.

Founded by designer Vasundhra Raj, the label is rooted in her journey that spans Florence and India. Having studied Fashion Design and Business at Istituto Marangoni in Florence, she spent six years surrounded by the city’s rich artistic heritage and exquisite jewellery ateliers. It was here, amid the iconic shops of Ponte Vecchio, that her passion for jewellery truly took root. Upon returning to India in 2020, she joined the United Nations Development Programme as chief design consultant for Uttarakhand, working closely with underprivileged communities and women artisans. This experience cemented her commitment to fair trade principles and the preservation of India’s lesser-known craft traditions. In 2024, she officially launched her eponymous label, Vasundhra Raj Luxury Jewellery, dedicated to reviving the art of handcrafted jewellery—collectable designs, cherished heirlooms—while uplifting the artisans who bring them to life. 

The house’s latest campaign, Raina: A Princess’s Memoir, brings this vision into focus through a story that is at once nostalgic and timeless. Every woman, it suggests, carries her kingdom of memories, tucked into trinket boxes, pressed into fading photographs, and hidden in the corners of verandahs where laughter echoed, almost rekindling the sense of longing and familiarity with these artisan pieces. Raina narrates the tale of two childhood companions reunited after years apart, their meeting steeped in the warmth of a steaming pot of tea and the delicate threads of their shared past. Through this reunion, the collection captures the beauty of intimacy and grandeur coexisting, memory conversing with modernity.

The collection draws heavily from Victorian influences while reinterpreting them for the contemporary Indian woman. It features a striking interplay of delicate chokers and bold statement earrings, handcrafted in gold and brought to life with vibrant rubies, deep emeralds, and intricate floral motifs. The result is jewellery that feels both historic and contemporary, and heirlooms that blend the lines of the west with the curves of the east. Each piece tells its own story yet resonates with a larger narrative—that reimagines heritage and celebrates womanhood, bridging the roots of the past with goals of the new and now.

More than just a collection, Raina is a reflection of the values that define the house of Vasundhra Raj: respect for artistry, a deep-rooted cultural consciousness, and an unwavering commitment to craftsmanship. It is jewellery for women who carry their histories with grace and express their individuality with boldness.

With Raina, Vasundhra Raj invites women to embrace jewellery that carries more than beauty—it holds stories of their past, their lineage, and the memories still in the making. It is an adornment, a memoir, a keepsake, a timeless expression.

Availability: vasundhraraj.com and stores in Delhi, Noida, Jaipur

All images: The brand