Smita Diwan
Global icon Priyanka Chopra Jonas has once again blended glamour with cultural pride, this time in collaboration with luxury jewellery house Bvlgari. As the brand’s global ambassador, Priyanka visited Jaipur the vibrant heart of India’s gemstone industry to celebrate the heritage and craftsmanship that lies at the core of Bvlgari’s latest High Jewellery collection, Polychroma. Her journey wasn’t just a brand engagement it was a deeply personal tribute to her Indian roots.
Set in the culturally rich lanes of Jaipur, known globally as a hub for precious stones and jewellery making, the visit paired Priyanka with Lucia Silvestri, Bvlgari’s Jewelry Creative Director and Director of Gems Buying. For decades, Silvestri has travelled to India to handpick gemstones that bring Bvlgari’s signature colour-rich designs to life. The city’s artisans have long been instrumental in shaping the identity of the Italian brand’s bold and vibrant high jewellery. From emeralds to rubellites, every stone has a story, and every Bvlgari piece carries that emotional and artistic legacy. This visit was more than a gemstone sourcing trip—it was a return to the roots of creativity, colour, and culture that define both Bvlgari and India’s jewellery traditions.
Priyanka, draped in elegance and emotion, took to Instagram to share her experience—snapshots of traditional gem-cutting studios, candid moments with artisans, and glimpses into the intricate processes behind each piece of jewellery. She described the visit as a celebration of the people and techniques that often go unseen but form the foundation of global luxury. By engaging directly with the artisans and learning about their techniques—like kundan setting and meenakari enamel work—she brought visibility to the hands that shape the sparkle, not just the sparkle itself. It’s a rare but powerful crossover where celebrity, craftsmanship, and storytelling converge meaningfully.
Bvlgari’s Polychroma collection is a homage to vibrant colour palettes, brought alive through extraordinary stones sourced from India and beyond. The name itself evokes the feeling of diversity and richness, and in showcasing it through the lens of India’s artistry, the brand sends a strong message: global luxury must honour its local inspirations. Silvestri, who has curated Bvlgari’s collections for over three decades, sees Jaipur not just as a sourcing destination but as an emotional and creative centre. This connection, now highlighted by Priyanka’s visit, elevates the collaboration from product-focused to purpose-driven.
This moment holds deeper resonance for women especially Indian women who live at the intersection of tradition and global aspiration. Priyanka Chopra has long represented this duality. Whether it’s walking Hollywood red carpets in Banarasi silk or standing shoulder to shoulder with creatives like Lucia Silvestri in Jaipur, she brings Indian heritage into the global spotlight with authenticity and power. Her role in the Bvlgari campaign is not just about wearing jewels; it’s about honouring their origin, their makers, and the emotional threads they carry.
The partnership also signals a new kind of luxury—one that is rooted in narrative, not just aesthetics. Bvlgari’s decision to return to Jaipur with its global face signals a shift toward inclusive storytelling, where the provenance of materials and the people behind them are celebrated as much as the final creation. It’s a nod to slow luxury in a fast world.
For Priyanka, this wasn’t just another campaign. It was a meaningful exploration of where she comes from, what defines her sense of beauty and legacy, and how that can shape the narrative of a globally admired brand. The Jaipur trip may have lasted only a few days, but the cultural, emotional, and visual impact it leaves behind will be felt for much longer. In a world where luxury often detaches from its origins, this collaboration rooted it back—beautifully, thoughtfully, and with pride
