Matribhumi Samachar English
Chennai, July 24, 2025 – Sri Vasavi’s The Amethyst Store, renowned for its timeless silver creations and deep-rooted artisanal legacy, unveiled its much-anticipated new collection Boho Goddess at a grand launch event held at its flagship store on Khader Nawaz Khan Road, Nungambakkam.
The collection was formally inaugurated by eminent Indian classical dancer and teacher Uma Murali, who graced the occasion with her presence and appreciation for the artistry on display. The event witnessed an enthusiastic turnout, including several influential personalities and tastemakers of Chennai, all of whom were captivated by the collection’s unique blend of tradition and modernity.
Sweatha Sandeep, one of the driving forces behind the brand, warmly welcomed the guests and shared a heartfelt note on the inspiration behind the collection.
“Boho Goddess is our ode to the feminine spirit – rooted in culture, yet free in expression. We’ve reimagined traditional Tamil jewelry with a bohemian lens, hoping to create something that feels both nostalgic and new. This collection is deeply personal to us, shaped by our family’s 80-year-old legacy in the jewelry business that began in 1942. We’re grateful to share this journey with our patrons who value craftsmanship, heritage, and individuality,” said Shwetha Sandeep.
Boho Goddess is an artistic confluence where age-old Tamil adornments like Thali, Maattal, Jimikki, Thodu, Kaan Padhakkam, and Elakkath Thodu meet bold design elements from Ahmedabad’s silver craft and contemporary dual-tone aesthetics. Every piece from sculptural neckpieces to antique finished bangles is crafted in pure 92.5 silver and plated with 24k gold, staying true to the label’s trademark finish that closely resembles real gold.
The event reaffirmed The Amethyst Store’s growing stature as a beacon of premium silver artistry and innovation. With a legacy that traces back to Sri Vasavi Thangamaaligai (est. 1942), the brand continues to redefine luxury jewelry for a modern generation, while staying anchored in tradition.
The new Boho Goddess collection is now available at Sri Vasavi’s The Amethyst Stores in Chennai and Coimbatore and online at www.theamethyststore.com.
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