Bhima Jewellers

Bhima Jewellers , established in 1925 by K. Lakshminarayana Bhattar in Alleppey (Alappuzha), Kerala, celebrates a remarkable century of excellence in 2025, making it one of India's oldest continuously operating jewellery retail brands. The founder pioneered a revolutionary approach in Kerala's jewellery market by introducing readymade, karat-certified gold jewellery available for immediate purchase - a significant departure from the prevailing practice of made-to-order jewellery created by local goldsmiths. This innovation democratized access to quality jewellery and established the foundation for organized jewellery retail in Kerala. Over 100 years, Bhima has remained deeply rooted in regional traditions while positioning itself at the cutting edge of design, purity standards, and customer trust.

The centenary celebrations in 2025 have been marked by extraordinary achievements and significant milestones. In December 2024, during the 100th anniversary celebrations, Bhima recorded a single-day turnover of ₹200 crore across their three Thiruvananthapuram showrooms alone - selling over 250 kilograms of gold and 400 carats of diamonds in a single day. This remarkable achievement earned Bhima a Guinness World Record, demonstrating the extraordinary trust and loyalty that a century of consistent quality has built among Kerala's customers. The tagline adopted for the centenary - "Together Purever" - captures the brand's commitment to enduring relationships forged through purity and exceptional craftsmanship.

The flagship Thiruvananthapuram (Trivandrum) showroom was relaunched in 2025 as a luxurious multi-level retail experience, inaugurated by Indian actress Kajal Aggarwal. The redesigned showroom features expansive sections for different jewellery categories - traditional bridal and Kerala temple designs, contemporary diamond collections, platinum jewellery, precious gemstones, silver articles, and modern lightweight pieces. The retail experience has been elevated to match international luxury standards while maintaining the warmth and personalized service that Bhima customers have enjoyed for generations.

As part of the centenary celebrations, Bhima published a comprehensive coffee table book launched at GJS (Gem & Jewellery Show) 2025, chronicling the evolution of the brand over 100 years. The book features archival photographs, founder stories, design heritage documentation, and testimonials from customers whose families have shopped at Bhima across multiple generations. This publication serves both as a celebration of history and as documentation of Kerala's jewellery traditions that Bhima has helped preserve.

The Kahani collection - "Bridal Stories by Bhima" - represents the brand's signature bridal offering for modern Kerala brides. Launched with actress Pooja Hegde as brand ambassador, Kahani is designed for brides who honor tradition while expressing individuality. The collection recognizes that modern weddings involve multiple ceremonies, each requiring distinct jewellery styles. For Haldi ceremonies, the collection offers vibrant, yellow-themed pieces incorporating Polki and uncut diamonds that complement the turmeric-yellow aesthetic of this pre-wedding ritual. For the main wedding ceremony, pieces feature traditional temple motifs, uncut Polki work, colored gemstones (emeralds, rubies), pearls, nakashi work (engraved gold patterns), and intricate deity symbols including Lakshmi, Shiva's family, and other auspicious motifs. For reception events, the collection showcases more design-forward pieces in white gold with fine diamonds and Zambian emeralds, featuring elaborate sets with high carat weight and statement sizes appropriate for celebratory occasions.

The "Fairytale Weddings" event held across several Kerala locations (Trivandrum, Attingal, Pothencode) in March 2025 showcased over 100 complete wedding sets, special wedding packages, and styling guidance from renowned beauty and fashion professionals. These events help brides and their families navigate the complex requirements of Kerala wedding jewellery while discovering pieces that match their personal style and family traditions.

Beyond bridal collections, Bhima's product portfolio spans traditional Kerala temple gold designs that are integral to Malayali cultural identity, contemporary diamond masterpieces featuring certified stones in modern settings, antique-finish collections that evoke heritage aesthetics, lightweight contemporary pieces for everyday elegance, platinum jewellery for customers preferring the white metal, precious gemstone collections featuring rubies, emeralds, sapphires and more, and silver jewellery and articles for customers seeking alternatives to gold. The temple jewellery collection features intricate designs inspired by Kerala's famous temples, incorporating traditional motifs of Lakshmi, elephants, birds, peacocks, and other auspicious symbols that have adorned Kerala women for centuries.

Core bridal jewellery at Bhima includes heavy gold necklaces in multiple layered styles (the characteristic Kerala bridal look), elaborate oddiyanams (waist chains), traditional jhumkas and earrings, nakashi work pieces with engraved patterns, jadau work featuring stone settings, Polki (uncut diamond) pieces, and pearl-based designs. The craftsmanship combines traditional techniques passed down through generations with modern quality control, creating pieces that serve as both beautiful ornaments and family heirlooms.

Making charges at Bhima range from ₹200 to ₹500 per gram, providing excellent value for a heritage brand with 100 years of history. This competitive pricing reflects Bhima's philosophy of building long-term customer relationships rather than maximizing short-term margins. For families purchasing substantial wedding jewellery, this pricing can result in meaningful savings compared to premium national chains while receiving heritage craftsmanship and authentic traditional designs. Traditional and bridal pieces with complex craftsmanship typically fall at the higher end of the range, while simpler daily wear pieces are more competitively priced.

Quality assurance at Bhima follows rigorous standards that have been refined over a century. All gold jewellery is BIS hallmarked with certified 916 (22K) purity, enabling customers to verify gold content through official channels. Diamonds come with certification from international laboratories including IGI (International Gemological Institute) and GIA (Gemological Institute of America), ensuring transparent quality grading. Transparent billing practices detail gold weight, current rates, making charges, stone charges, and applicable taxes. The combination of purity assurance, transparent pricing, and century-old reputation creates trust that has been earned over generations.

Bhima offers comprehensive customer service that extends well beyond the initial purchase. Services include free lifetime maintenance, cleaning, and polishing to keep jewellery looking its best across generations. Buyback policies ensure customers can return jewellery at fair value, providing liquidity for their investment. Exchange policies allow customers to upgrade or modify their collections as preferences evolve. Special financing and purchase plans make significant purchases more accessible. Free shipping for online orders expands access beyond their physical store network. Festival and centenary promotions provide additional value during key shopping periods.

The retail network has expanded strategically from Kerala into Tamil Nadu, Karnataka (Bangalore), and Telangana (Hyderabad), serving customers who value heritage and authenticity across South India. Each showroom maintains the quality standards and customer service approach that have defined Bhima for 100 years while adapting product selections to local preferences. The expansion demonstrates that the values and trust built in Kerala translate across regional boundaries when backed by consistent quality.

Bhima's approach to wedding jewellery shopping recognizes the emotional significance and complexity of bridal purchases. The shopping experience typically involves multiple family members, extended browsing, and careful consideration of both traditional requirements and personal preferences. Bhima's showrooms accommodate this process with private consultation areas, patient staff who understand Kerala wedding traditions, and the extensive inventory required to offer meaningful choices. Staff are trained to guide families through the specific requirements of different Kerala community weddings - whether Nair, Namboothiri, Christian, or Muslim traditions, each with distinct jewellery customs.

The design philosophy at Bhima balances respect for traditional Kerala aesthetics with contemporary sensibilities. Design teams continuously develop new collections while preserving classic designs that have been customer favorites for decades. Modern interpretations of traditional motifs allow younger customers to honor heritage while expressing personal style. The introduction of lightweight collections has made Bhima accessible to customers who appreciate quality and heritage but have budget constraints or prefer less weighty pieces for everyday wear.

Digital capabilities have been developed to serve customers who prefer online research and shopping. The e-commerce platform (bhimagold.com) features catalog browsing, product photography, and online purchasing with delivery options. The centenary website section (bhimagold.com/bhima_100years) showcases the brand's history and current offerings while celebrating the milestone achievement. Video consultations and virtual try-on capabilities help customers make informed decisions remotely.

For Kerala families, Bhima represents more than a jeweller - it's a cultural institution that has been part of family celebrations for generations. The ability to walk into the same brand where grandparents purchased their wedding jewellery and receive the same commitment to quality and trust creates emotional connections that transcend commerce. As Bhima enters its second century, this legacy of "Together Purever" continues to guide their approach to serving new generations while honoring the traditions that have made them one of India's most enduring jewellery brands.