This festive season, Senco Gold & Diamonds (Senco) announced the start of its Dhanteras Shagun Campaign. Senco, one of the biggest jewelry retail brands in India with more than 192 showrooms nationwide and its headquarters in Eastern India, is a name that is known for its dependability, craftsmanship, and heritage.

The campaign brings to life intimate, heartfelt moments of love shared among families and close friends and family members, such as a husband’s considerate surprise, a mother-daughter custom, or a grandmother lighting diyas with devotion, all set against the bright backdrop of Diwali and Dhanteras, the most auspicious time to purchase gold, diamonds, silver jewelry, bars, and coins. Every tale evokes the soft cadence of holiday living, when feelings are more radiant than the lights that decorate our houses.

Senco Gold & Diamonds introduced the Shagun Collection, a festive collection of finely created designs in yellow gold, diamonds, antique, and polki that perfectly captures the essence of the season. Each item in this collection is meant to be inherited as a memento of happiness and community, representing auspicious beginnings and sincere blessings.

Specially chosen Christmas items that appeal to all tastes and emotions complete this iconic collection. Inspired by the purity and prosperity of the lotus flower, Everlite’s Lotus Collection offers stylish, lightweight jewelry made of 9kt gold that is ideal for people who want to look elegant but yet be able to wear it every day.

Fashion-forward silver jewelry from Gossip’s Tattwa Collection gives festive attire a modern edge. It is perfect for people who enjoy using contemporary, statement pieces to represent who they are since it combines bold design with a lively, joyful flair.

The Aham Collection offers a striking new line of jewelry for men that honors resilience, uniqueness, and classic masculinity. It provides a special means of expressing individuality over the holiday season with its exquisite craftsmanship and distinctive flair.

Last but not least, Perfect Love pays homage to timeless romance by capturing the enchantment of unique brilliance via Hearts & Arrows cut diamond jewelry. These beautiful items are the ideal Diwali presents because they are made to commemorate the most significant occasions.

The campaign reminds us that genuine success is determined by the love we hold in our hearts rather than by what we wear, arousing strong feelings of nostalgia, beauty, and belonging.

Kiara Advani, a silent spectator and the embodiment of Senco’s elegance and personality, is at the center of this visual narrative. She ties one story to another with grace, weaving history, emotion, and joy into a single, seamless tapestry like a golden thread. Her perspective demonstrates how Senco jewelry becomes an integral component of our holy rites, transforming every act of giving into a classic manifestation of love and heritage.

“The Dhanteras Shagun Campaign is a poetic celebration of togetherness — where every glimmer of gold reflects the warmth of love and every piece of Senco Gold & Diamonds jewelry becomes a cherished keeper of memories”, said Ms. Joita Sen, Director & Head of Marketing & Design, Senco Gold & Diamonds.

Suvankar Sen(MD & CEO, Senco Gold &Diamonds) said, “One of the best-performing assets over the past two years has been gold and silver, and Indian families’ and their culture’s astute choices have contributed to the growth of Indian households’ wealth throughout time. To honor the spirit of Dhanteras, Senco Gold & Diamonds is offering a range of attractive bargains across all our shops from October 07 to October 20, 2025. Consumers can take advantage of discounts of up to 15% off diamond jewelry purchases and up to Rs 700–1000 per gram CASHBACK on gold jewelry. There is something for every buyer with our additional promotions, which include a 0% discount on old gold exchange, a special voucher worth Rs 500 on every transaction of Rs 10,000 or more, and a chance to win up to 1 kg of gold”.

For more details of the collections, visit: https://sencogoldanddiamonds.com/jewellery/category/shagun-collection

Priyanka Dutta