Mumbai: With roots stretching back to 1909, Waman Hari Pethe Jewellers carries its Maharashtrian jewellery heritage into contemporary collections, regional retail expansion and digital storytelling. Its association with actor Sharvari and campaigns centred on family relationships offer a closer look at how the brand is presenting that legacy today.
Thushi chokers, Kolhapuri Saaj necklaces and pearl Naths occupy a recognisable place in Maharashtra’s jewellery traditions. They also provide a starting point for understanding Waman Hari Pethe Jewellers, a brand whose identity has developed around regional craftsmanship, family occasions and an evolving interpretation of adornment.
In 2026, the jewellery house completed 117 years of heritage. Its recent journey brings several strands together: traditional bridal forms, contemporary collections, a celebrity ambassador, films built around personal relationships and an expanding retail presence.
Origins Rooted in Mumbai
The business traces its beginnings to Girgaon, Mumbai, in 1909, when brothers Waman Hari Pethe and Ganesh Hari Pethe entered the jewellery trade. Its early association with pearls and gold laid the foundation for a business that developed across successive generations.
Maharashtrian jewellery remains central to the brand’s identity. Traditional bridal ornaments sit alongside contemporary gold, diamond and gemstone creations, giving the portfolio a recognisable cultural foundation while accommodating different preferences and occasions. For a heritage retailer, this continuity offers a clear point of distinction. Familiar forms provide a connection with the past, while their interpretation in new collections creates opportunities to keep the assortment relevant.
A Broader Collection Portfolio
The brand’s collection structure illustrates the range of occasions it addresses. Its official portfolio includes Pihu, inspired by nature; Vivaah, positioned around bridal jewellery; and Navinya, presented for everyday and occasion wear. These collections provide different entry points into the brand. Bridal jewellery represents an established part of its offering, while contemporary designs extend the conversation to personal styling and more frequent use.
The approach can also be seen in collections that revisit specific regional forms. Vibha, introduced in 2024, offered a contemporary interpretation of the traditional Jondhale Mal. It provided a tangible example of how the jeweller could draw on a familiar design reference and give it a fresh presentation.
Sharvari: A Contemporary Face for the Brand
Actor Sharvari was announced as Waman Hari Pethe Jewellers’ brand ambassador in October 2024, alongside the opening of its 27th showroom at Phoenix Marketcity in Mumbai. She also launched the Vibha collection at the event.
Her introduction connected the brand’s Maharashtrian identity with a contemporary film personality. At the announcement, Sharvari spoke about her family’s association with the jeweller across generations, linking the endorsement to a personal account of jewellery ownership. The association continued through subsequent retail and collection launches. In September 2025, Sharvari inaugurated the renovated Ranade Road showroom in Dadar, where the brand unveiled its Navinya Navratna Collection.
Digital Storytelling Through Familiar Relationships
The brand’s advertising offers another view of its evolving identity.
Released across YouTube, Instagram and Facebook, Gauri marked the jeweller’s YouTube debut. Ashish Pethe, Partner at Waman Hari Pethe Jewellers, said the campaign celebrated womanhood while bringing the brand’s values to life for existing customers and new audiences.
Distributed across YouTube, Instagram and Facebook, the film also marked the brand’s entry into YouTube communication. Partner Ashish Pethe described its purpose in terms of celebrating womanhood and communicating the jeweller’s philosophy to existing and prospective customers.
A related emphasis on personal bonds appeared in its Women’s Day 2026 film featuring actor Priyadarshini Indalkar and her sister Madhumati Indalkar. Written and directed by Ravi Jadhav, with Athaansh Communications as the advertising agency and Ravi Jadhav Films as the production house, the campaign celebrated sisterhood, affection and resilience.
Together, these films suggest a communication approach built around recognisable relationships and cultural occasions. Jewellery becomes part of the story through appreciation, celebration and emotional significance.
A Lasting Presence in Marathi Culture
Waman Hari Pethe Jewellers’ connection with Maharashtra’s cultural life is reflected in its longstanding association with the Zee Marathi Awards. In 2026, the jeweller served as the event’s presenting sponsor, marking its 19th year of association with the awards. The relationship places the brand within a recurring celebration of Marathi television, its performers and the stories familiar to audiences across the state.
Its presence also includes the Waman Hari Pethe Jewellers Vishesh Lakshavedhi Chehra special award, connecting the brand with the recognition of television talent. Alongside its films and celebrity associations, this sustained involvement illustrates how regional entertainment has become part of the jeweller’s broader brand communication, extending its cultural identity beyond collections and showrooms.
Cultural Participation and Younger Audiences
Waman Hari Pethe Jewellers’ association with the Maharashtra Times Shravan Queen pageant extends this approach into a cultural platform.
As Title Partner and Official Styling Partner, the jeweller has presented contemporary diamond pieces during Western and evening-wear rounds, alongside Maharashtrian ornaments paired with traditional attire. The styling brings different parts of its portfolio into the same setting, demonstrating how regional jewellery and contemporary fashion can coexist.
The association also extends to social media, including content featuring participants and winners styled in the brand’s jewellery.
In earlier comments, director Neel Pethe described the partnership as an opportunity to support emerging talent and community engagement. This gives the brand a platform for participating in Maharashtra’s cultural life while introducing its collections to younger audiences.
An Evolving Retail Experience
Physical retail remains another visible part of the brand’s development.
In March 2026, Waman Hari Pethe Jewellers announced its 33rd showroom in Aundh, Pune. Its subsequent Chiplun opening was identified as the brand’s 34th showroom, extending its presence within the Konkan region.
The relocated Ratnagiri flagship, opened in June 2026, introduced a larger format with dedicated sections for Maharashtrian gold jewellery, diamonds and bridal collections. At that launch, Ashish Pethe outlined the ambition to bring the product choice and retail experience associated with metropolitan markets closer to regional customers.
The new Panvel showroom adds a further development. Inaugurated by actors Ashok Saraf and Nivedita Saraf, the outlet at Vasant Smruti on MTNL Road offers gold, diamond and silver jewellery.
Across these initiatives, a consistent regional identity is being expressed through changing formats: collections, celebrity associations, films, cultural partnerships and stores. For Waman Hari Pethe Jewellers, its legacy continues to supply the designs and relationships through which the brand presents itself to the next generation.