Will Priyanka Chopra's Bulgari mangalsutra elevate the Indian ornament to a global stature?

Priyanka Chopra Jonas has sprung one more surprise on her Indian fans from all over the world by wearing a mangalsutra crafted by Italian diamond major Bulgari.  She has been published on the cover of fashion and lifestyle magazine Vogue India sporting a Bulgari mangalsutra!

The necklace, which Chopra Jonas dons on the September 2021 cover of Vogue India, has a central diamond pendant adjacent to smaller discs of black onyx, all encased in the double-logo gold circles that characterise the ‘Bulgari Bulgari’ and ‘B.zero1’ lines, together suspended from a chain dotted with black onyx beads.

The actor explained that the beauty of the piece lies in its blend of traditional and contemporary elements—it can be worn with a T-shirt and jeans or even with a sari. 

Analysing the significance of this move mangalsutra manufacturer, Chetan Thadeshwar, director, Shringar House of Mangalsutra, Mumbai says, “When a foreign brand starts making and retailing ‘Mangalsutra’ – that in itself is a huge endorsement to the Indian tradition of wearing mangalsutra.”

The black pearls (beads) used in a mangalsutra and its making is handmade – it cannot be made on a machine – the effect will not be the same. “A European brand manufacturing such a traditional ornament cannot offer it at the price we sell mangalsutra locally. I consider this move to be great for our business as it invariably adds to the existing demand for mangalsutra,” he adds.

In India also this ornament is highly preferred in Maharashtra in particular. Getting Priyanka Chopra Jonas to endorse it is an excellent step as she is making Indian tradition global. Explains Thadeshwar, “I would not be surprised to find fashionistas from world over sporting a mangalsutra now. It’s great for our business.”

While Bandra-based Mahesh Notandas feels, “The mangalsutra which Priyanka Chopra Jonas is sporting is more like a fashion statement. I don’t think this can affect Indian retail business in any way.”

Only time will tell if we will see fashionistas from all over the world sporting the black-beaded piece of jewellery so prominently worn by married Indian women.