PC Jeweller, a leading entity in Indian jewellery retail has bought the Azva bran do jewellery from World Gold Council, as per reports. The deal was completed through PC Jeweller’s wholly owned subsidiary Luxury Products Trendsetter and the value of the deal remains undisclosed.

Luxury Products Trendsetter would be led by Vipin Sharma, chief executive officer of the subsidiary. PC Jeweller has been associated with the Azva brand, retailing it since the brand was launched by WGC.

Azva is the first such brand of concept-based gold bridal jewellery launched in India. The 22k jewellery is designed on the theme of the seven sacred vows of an Indian wedding. The brand was launched in 2012.