New Delhi: Dhirsons Jewellers, part of the Dhiraj Dhir Group, Lajpat Nagar, has introduced its Mother’s Day campaign, ‘First Love, First Gold’, as a tribute to mothers on the special occasion.
The campaign is based on the idea that a mother is often a person’s first experience of love, even before life’s milestones, relationships or personal achievements take shape. This bond becomes a foundation in an individual’s life, influencing their emotions, values, decisions and the way they grow as a person.
At Dhirsons, gold has long symbolised what endures, while diamonds represent brilliance and light. Through ‘First Love, First Gold’, the brand brings these two elements together to reflect a mother’s role as constant, grounding and quietly transformative. The campaign thanks the women whose love, strength and presence shape individuals into who they become.
The visual-led campaign is supported by a curated Mother’s Day edit, featuring a selection of gold and diamond jewellery ranging from timeless classics to contemporary designs. The collection is positioned as a thoughtful way to mark the occasion, with pieces that balance everyday wearability with occasion-led elegance. It is available across all Dhirsons showrooms and on the brand’s official website.
Speaking on the campaign, Riva Dhir, Creative Director, Dhirsons Jewellers, Dhiraj Dhir Group, Lajpat Nagar, said, “With First Love, First Gold, we aim to honour every mother who has been a symbol of love, shine and light in our lives. It acts as a reminder to all of us how incomplete our lives would be without her.”
Founded in 1950 in Ludhiana, Punjab, Dhirsons Jewellers is a legacy jewellery brand. Since establishing its presence in Delhi in 1992, the company has grown from a modest showroom into one of the city’s leading jewellery destinations, offering an extensive selection of gold, diamond, polki and bridal jewellery.
