Jaipur-based fine jewellery manufacturer Brij is set to introduce its new D Standard collection at JCK Las Vegas 2026, positioning the line around the concept of “engineered luxury” through the use of proprietary flexible jewellery technology.
The collection incorporates a Nitinol shape-memory alloy core — a material more commonly associated with aerospace and industrial applications — into fine jewellery construction. According to the company, the technology enables flexibility, durability and structural stability while supporting high-value natural diamond settings.
The D Standard collection features GIA-certified D-colour, internally flawless natural diamonds with zero fluorescence, mounted within articulated 18-karat gold structures. Brij stated that the pieces are hand-assembled around the Nitinol core to preserve the alloy’s shape-memory properties while maintaining seamless movement and wearability.
Pradip Chaudhary, partner at Brij, said the development process required the company to redesign traditional jewellery manufacturing methods, as Nitinol cannot be treated using conventional soldering or heating techniques without compromising its technical properties.
Founded in Jaipur in 1971, Brij operates manufacturing facilities in Jaipur’s Special Economic Zone and maintains operations in Miami to support international business development. The company said its engineering standards, metal purity protocols and manufacturing systems have been aligned with global retail and compliance requirements as it expands in export markets.
The launch will take place during JCK Las Vegas 2026, one of the jewellery industry’s largest international trade exhibitions, scheduled at The Venetian Expo from May 29 to June 1, alongside Luxury by JCK.
The collection also reflects broader industry interest in integrating advanced materials, technical engineering and wearable design into high-end natural diamond jewellery categories.
