Transitioning from the silver screen to the world of high-end entrepreneurship, pan-Indian superstar Tamannaah Bhatia has officially launched her much-anticipated luxury line, TAMANNAAH FINE JEWELLERY. Breaking away from the traditional concept of “locker-heavy” gold, the brand introduces a fresh philosophy titled “Beyond the Occasion,” designed specifically for the modern woman who views fine jewellery as a daily essential rather than a seasonal luxury.
The launch marks a significant milestone for the actress, who has long been a fashion icon in the Indian film industry. By blending her personal aesthetic with her family’s deep-rooted expertise in the jewellery business, Tamannaah aims to redefine the Indian luxury landscape.
The heart of the brand beats in Mumbai, where Tamannaah is set to open the doors to “THE APARTMENT.” This flagship store, located in the upscale neighbourhood of Juhu, challenges the conventional, often intimidating retail experience. Instead of a sterile showroom, The Apartment is imagined as a contemporary home—a welcoming, intimate space where clients can experience the collections in a relaxed setting.
The design reflects the brand’s core belief: jewellery should be lived in. By inviting patrons into a “home,” the brand encourages a more personal connection with the pieces, allowing women to see how the diamonds and gemstones complement their daily lives and personal spaces.
At the core of TAMANNAAH FINE JEWELLERY is the “Beyond the Occasion” wear mantra. While Indian jewellery has historically centered on weddings and festivals, Tamannaah’s collection focuses on versatility and comfort.
“I wanted to create pieces that move with you,” Tamannaah shared during a recent press interaction. “Jewellery shouldn’t be something you pull out only for a wedding. It should reflect your mood on a Tuesday morning just as much as a Friday night.”
The debut collections—including the contrast-led Half & Half, the fluid The Flick, and the bold Plumptious—feature “T-shirt diamonds” and elevated basics. These pieces are designed to transition seamlessly from boardroom meetings to casual coffee dates.
The brand maintains high standards of quality, utilizing 14K and 18K gold as the foundation for its designs. Every piece features meticulously sourced natural diamonds and vibrant gemstones like emeralds, rubies, and tourmalines.
In terms of pricing, the brand positions itself within the premium luxury segment, ensuring competitive value for high-quality craftsmanship:
- Starting Price: Rs. 90,000
- Premium Range: Reaching upwards of Rs. 11 lacs
This tiered pricing structure caters to both the aspirational buyer looking for an “investment basic” and the connoisseur seeking a high-value statement piece.
While the journey begins at The Apartment in Mumbai, the roadmap for TAMANNAAH FINE JEWELLERY is extensive. Following the Mumbai launch, the brand plans to establish a physical presence in India’s major fashion hubs.
The expansion strategy targets:
- Hyderabad: Tapping into the city’s rich heritage of jewellery appreciation.
- Chennai: Reaching the actor’s massive fan base in the South.
- New Delhi: Catering to the capital’s appetite for high-fashion and luxury retail.
By scaling to these key cities, the brand aims to build a pan-India community of women who prioritize “quiet luxury” and enduring style over fleeting trends.
Entrepreneurship is a family affair for Tamannaah Bhatia. She has partnered with her father, Santosh Bhatia, a veteran in the diamond industry, to oversee the technical and production aspects of the label. This synergy ensures that while Tamannaah Bhatia drives the creative vision and “creator” role, the brand is backed by decades of retail and manufacturing excellence.
The launch of TAMANNAAH FINE JEWELLERY signals a growing trend of Indian celebrities moving beyond mere endorsements to becoming true founders. By bootstrapping the venture and involving herself in every design link—from the “flick” of a chain to the setting of a stone—Tamannaah is positioning herself as a serious player in the global luxury market.
