The House of Varuna D Jani, which launched Ruani, a luxury jewellery collective, has roped in Open Strategy and Design to conceptualise and help launch the brand – orchestrating the positioning, brand identity, packaging and communication of the modern luxury brand.

Commenting on the engagement with Open, Varuna D Jani said: "Jewellery is such an integral part, not only of Indian fashion but culture as well. We have come together to become the first-ever meeting point of Jewellery and personal style but most importantly to revel in the joy of adorning.

“Open's expertise in launching a desirable luxury brand helped us bring alive this vision of creating the most exciting jewellery destination in India.”

With Ruani's retail incubation, jewellery designers will have a platform that enables design innovation and creative freedom through a self-sustainable business module, Open stated in a press note shared with WhatPackaging?.

Ashutosh Karkhanis, managing partner and head of creative at Open Strategy and Design, said, "There is a lot to love about well-designed jewellery and a lot to hate about jewellery retail. We realised that Ruani is an opportunity to correct this.”

“Curated by Varuna – this is women presenting the world of jewellery as it should be, not as investment or a cultural artefact, but as adornment. We wanted to bring alive a magical world, high on the energy and glamour of these amazingly designed jewellery pieces. We call it ‘A place for marvellous things’ - an invitation for women to discover their own style through these awe-inspiring pieces of design and craft,” Karkhanis added.

He further stated, “We wanted to draw inspiration from the world of high fashion. We have created a striking, expressive and inspiring world which draws you in with the promise of wonderment.”