New Delhi, Oct. 10 -- Inspired by the nine forms of Maa Durga, Senco Gold has launched its Puja jewellery theme, 'APARUPA', expressing SENCO's creative philosophy through jewellery.
How can centuries-old tradition speak to a generation redefining its identity? For Joita Sen, Director & Head - Marketing & Design at Senco Gold & Diamonds, the answer lies in reimagining tradition without losing its essence.
This philosophy comes alive in 'APARUPA'.
Under Joita Sen's creative vision, SENCO APARUPA brings together the symbolism of Goddess Durga and the individuality of the modern woman. Festive jewellery and contemporary design express strength, grace, courage, wisdom, and compassion, celebrating womanhood while keeping the cultural and emotional essence of Durga Puja at its heart.
"Tradition should give us a foundation, not a boundary. My creative process begins with understanding what makes a tradition meaningful and then finding a fresh way to express it. With APARUPA, I wanted to celebrate the many identities of women through the inspiration of Maa Durga," said Joita Sen. Guided by an attitude of gratitude shared by Joita Sen and Suvankar Sen, MD & CEO, the brand celebrates the karigars, craftsmen, teams, collaborators and customers whose contributions bring its creative ideas to life.
Published by HT Digital Content Services with permission from Millennium Post.