Mumbai: Waman Hari Pethe Jewellers (WHP) has continued its association with the Maharashtra Times Shravan Queen Pageant as Title Partner and Official Styling Partner, bringing together the jeweller’s heritage craftsmanship with contemporary fashion styling for the competition’s young finalists.
WHP’s styling follows a dual design narrative. During the Western wear and evening-gown rounds, contestants are styled in contemporary diamond jewellery, including delicate drop earrings, cocktail rings and lightweight necklaces designed around a modern aesthetic. For the traditional rounds, the focus shifts to Maharashtrian jewellery, with Paithani and Nauvari sarees paired with pieces such as Thushi chokers, Kolhapuri Saaj necklaces, pearl Naths and coin-inspired Laxmi Haars.
The approach reflects WHP’s broader effort to connect its legacy with a younger generation of consumers. Founded in 1909, the jeweller carries a 117-year heritage in Maharashtra while increasingly engaging women in the 17–25 age group. By presenting both everyday diamond jewellery and heavier traditional pieces, the brand is positioning its portfolio beyond conventional bridal occasions.
The pageant’s presence across cities including Mumbai, Pune, Nashik and Nagpur also aligns with WHP’s retail network of more than 30 showrooms across Maharashtra.
Commenting on the long-standing partnership, Neel Pethe, Director of Waman Hari Pethe Jewellers, said the association is driven primarily by community engagement rather than short-term retail gains. After supporting the platform for more than seven years, the company views Shravan Queen as an opportunity for young women aspiring to careers in acting, modelling and entertainment.
Pethe said the brand’s objective is not centred solely on generating immediate footfall or sales, but on supporting emerging talent and associating WHP with a platform that can provide wider visibility and recognition to women from Maharashtra.
The jeweller also extends the partnership across digital platforms, creating social-media content around the competition, including reels featuring the top three winners styled in pieces from its latest collections.
Through the association, WHP is combining regional cultural identity, contemporary styling and youth engagement, using a long-running pageant platform to keep a century-old jewellery brand relevant to a new generation of consumers.