Varda Goenka – Fine Jewels by Diagold aims to address the fashion demands of today's smart women

“It is a designer jewellery brand," said Varda Goenka. "We have upgraded our workmanship, we have upgraded our staff, the whole showroom has been renovated, we have tried to change the ambience, we now have better customer service basically we have completely changed the whole store and the collections.”

The new name was unveiled by Varda Goenka in the company of actor Rituparna Sengupta, recently, in Kolkata.

“I think she is a very contemporary women," said Goenka of Rituparna Sengupta.

"She is smart, confident and a woman of today, so we wanted somebody like her to represent the line," she Goenka.

Two of the madeover brand's collections, Lush Glory and Chique Repertoire, were also unveiled at the launch.

Sengupta, who was wearing one of the pieces from the new line, said. “I love wearing jewelleries. What is so great about this collection is that its very elegant and looks nice with both Indian and western outfits. Like today I am wearing it with a gown and it goes perfectly with my dress.”

When asked about the designs in the new collection, Goenka said, “There are two kinds of designs, one is very simple and elegant and can be worn anytime anywhere and the other is the heavier collection designed for weddings, receptions, parties and both the collections are very well designed and will suit every women who wears them.”

The collection also includes jewelelries in both diamonds and gold and the price range starts from Rs.10,000.

There are three outlets across India, two in Kolkata and one in Mumbai.

(Reporting by Tirna Chatterjee)