Developed under the creative and design vision of Joita Sen, Director & Head of Marketing and Design, Senco Gold and Diamonds, The Shape of You marks a significant design evolution for Senco and is the first initiative of its kind in India to use face-shape analysis to guide jewellery styling. Every face tells a story through its unique curves and contours and now, it also guides the jewellery you choose. By interpreting facial structure, proportion and form, the initiative offers women a more confident way to select jewellery that feels instinctive, personal and expressive. It reflects Senco’s understanding that jewellery today is not merely ornament, but an extension of identity and self-expression.

At the core of the experience is an advanced face-scanning and analysis feature, available in-store and on the Senco app. The technology recommends jewellery silhouettes that enhance natural balance from elongated forms that refine softer contours, to fluid curves that soften stronger lines, and statement pieces that bring harmony and presence to every look.

Often, women know when a piece feels right, even if they can’t explain why. The Shape of You gives language to that instinct, turning intuition into confidence. When jewellery is chosen in harmony with both the face and the ensemble, it does more than complete a look, it elevates it. Angular designs add definition to round faces, soft curves balance square faces, teardrops enhance triangular shapes, chandelier earrings complement oblong faces, while oval and heart-shaped faces can carry almost any design. The result is jewellery that aligns effortlessly, allowing women to stand out with quiet assurance.

The curated recommendations span earrings and necklaces across face shapes, offering guidance that feels considered rather than prescriptive. Rather than setting rules, The Shape of You opens possibilities, helping women discover designs that feel inherently right for them.

Speaking about the idea behind the concept, Joita Sen, Director & Head of Marketing and Design, Senco Gold and Diamonds, said, “Design is about understanding before it is about creation. Jewellery should feel right not because it is trendy, but because it reflects who you are. With The Shape of You, we’ve translated instinctive responses to form, interpreting facial structure and proportion  into a more confident, intuitive jewellery experience, where design works in harmony with the face and the woman wearing it. That’s the Senco difference: where design, heritage craftsmanship and insight come together to create jewellery that doesn’t just adorn you, it celebrates you.”

With The Shape of You, Senco Gold & Diamonds moves beyond conventional styling norms, placing the woman, not the trend, at the centre of design. The initiative reflects the brand’s belief that jewellery should work in quiet harmony with the wearer, enhancing confidence without demanding attention.

Backed by 85 years of trust, Senco Gold & Diamonds’ legacy is built on refined karigari, design integrity, and a deep understanding of Indian aesthetics. The Shape of You extends this legacy into a new era, where design intelligence meets personal insight.

The feature is now available across select Senco Gold & Diamonds stores and on the Senco app, offering women a more confident and considered way to choose jewellery.

Spanning 4,586 sq. ft., the new showroom further cements Senco’s growing footprint nationwide.

The new showroom offers an expansive collection of bridal, festive, contemporary, and everyday jewellery, including gold, diamond, platinum, and Navratri-inspired collections. Whether you’re seeking something light and elegant or rich and ornate, Senco’s curated offerings are designed to make every celebration shine.

Auspicious Launch

The timing of the launch, just ahead of Navratri, a festival that celebrates shakti (divine feminine energy), prosperity, and fresh beginnings reflects Senco’s deep-rooted ethos of trust, heritage, and timeless design, aligning with the spiritual anticipation and cultural significance of the occasion.

Senco Gold & Diamonds has been a customer favourite with its signature blend of artistry, karigari, and an intuitive understanding of regional preferences crafting designs that reflect the unique cultural essence of every state. From traditional to modern, light to elaborate, and spanning gold, diamond, and platinum collections, the brand’s design versatility ensures there is something for every style and celebration.

The new showroom was inaugurated by acclaimed Maharashtrian actor, Tejaswi Prakash  alongside Suvankar Sen, MD & CEO, Senco Gold & Diamonds, and Dhaval Raja, CGM Sales, Senco Gold & Diamonds.

Suvankar Sen, MD & CEO, Senco Gold & Diamonds, said, “Pune is a city where culture, creativity, and craftsmanship are deeply appreciated qualities that reflect everything Senco stands for. Opening our third showroom here, on the day before Navratri begins, feels especially meaningful. It’s a celebration of growth, trust, and shared traditions with a city that understands the soul of fine jewellery. We are truly pleased and humbled by how warmly the people of Maharashtra and especially Pune have embraced our brand, recognising the legacy of trust, design excellence, and karigari that Senco has upheld for over eight decades.”

Joita Sen, Director, Senco Gold & Diamonds, added, “With an 85-year legacy and over 185 stores across India, Senco has grown into a brand that seamlessly connects with diverse cultures and traditions. From Maharashtrian classics like Pichodi and Patlya to contemporary diamond creations – including charm bracelets, Evil Eye collections, bridal diamond sets, and lightweight everyday pieces – our designs span both tradition and modernity. The Pune showroom brings this entire range under one roof, allowing customers to explore everything from exquisite bridal sets to daily-wear lightweight styles, each meticulously crafted by our master karigars from Kolkata, renowned for their fine craftsmanship. This reflects Senco’s enduring commitment to jewellery that connects across generations, occasions, and lifestyles.”

Kolkata, September 2023: Senco Gold & Diamonds, India’s leading jewellery retailer with a legacy of over five decades, has taken a major step forward in the fast-evolving digital landscape by launching its first virtual showroom, ‘Sencoverse’ on the metaverse. It is India’s first virtual jewellery showroom in the Metaverse aimed at connecting with the new age customers to redefine their shopping by providing them with a more customized and seamless experience.

Sencoverse, the digital platform from Eastern India’s largest jewellery retailer, is a convergence of technology and artistry to bring the brand’s exquisite jewellery to life in the virtual realm. The initiative offers an end-to-end shopping experience to customers, from hassle-free browsing of the virtual showroom to selection of items to receiving the chosen pieces at their doorsteps.

Customers can access ‘Sencoverse’ from the comfort of their digital devices from anywhere by simply visiting https://www.sencoverse.com/ and entering some basic information.

Expressing his delight at the launch of this new initiative, Suvankar Sen, MD & CEO of Senco Gold & Diamonds, said, ‘The launch of Sencoverse marks a significant leap in our digital transformation journey and our commitment to offer exceptional and hassle-free shopping experiences to our valued customers. 

We believe that the digitally savvy millennials and Gen Z shoppers are the future of retail, and we want to be at the forefront of providing them with the personalized and convenient shopping experiences they want and need. With Sencoverse, we are confident that they will embrace this innovative way of shopping. This initiative is not only a testament to our commitment to innovation but also a strategic move into the future of retail.’

Sencoverse offers an immersive, interactive, and gamified shopping experience. It allows customers to explore a meticulously designed virtual showroom, currently featuring a diverse collection of over 100 exquisite jewellery products. The showroom provides 360-degree views of jewellery items in stunning 3D detail, along with interactive features for zooming in on details and learning more about the products, enabling customers to experience the elegance of these finely crafted pieces in a whole new dimension. The showroom also has an integrated TryOn feature, allowing customers to virtually try on jewellery items using augmented reality technology and visualize how each piece complements their appearance.

Commenting on this, Joita Sen, Director and Head of Design & Marketing, Senco Gold & Diamonds, stated, ‘We are excited to announce the launch of Sencoverse, India’s first virtual jewellery showroom on the metaverse. This is a major milestone in our journey to offer innovative services to our customers. Senco Gold & Diamonds is one of India’s most trusted brands, known for its craftsmanship and quality. We are proud to continue this tradition in the digital realm with Sencoverse. It currently showcases 100 of our exquisite products from the Everlite Collection and others, and we plan to expand our product range in a phased manner. On this special moment, we invite our customers to explore Sencoverse and experience the beauty of our jewellery in an entirely new way.’

As an engaging addition to the virtual shopping platform, Senco Gold & Diamonds has also announced the launch of a treasure hunt game within the platform. There are four missing jewellery pieces hidden throughout the Sencoverse. Users who can locate all four pieces will be rewarded with 500 Reward Points. These points can be redeemed at any Senco store for exciting discounts and offers.

About Senco Gold & Diamonds

Senco Gold & Diamonds is a leading pan-India jewellery retail player which recently achieved a significant milestone of getting listed on NSE and BSE. With a legacy of more than five decades, Senco Gold & Diamonds is the largest jewellery retail player in eastern India based on the number of stores. Senco has over 144 showrooms spread across India with a mix of Own and Franchisee model and having various formats like D’Signia, Everlite and Standard to cater to various customer segments.

The Company offers an extensive range of jewellery, including gold, diamond, silver, platinum, as well as precious and semi-precious stones. With a catalogue offering more than 130,000 designs for gold jewellery and more than 72,000 designs for diamond jewellery, Senco offers a large variety of designs of handcrafted jewellery, most of which are designed in-house by its designers in close collaboration with skilled local craftsmen and karigars in Kolkata and across the country. 

The company has Brand Ambassadors like Kiara Advani, Vidya Balan and former Indian cricket legend Sourav Ganguly. Company’s brands include Everlite, focused on lightweight jewellery; Gossip, the silver and costume jewellery brand; D’Signia showroom format which offers a premium jewellery retail shopping experience to its connoisseur customers. Senco Gold & Diamonds also has an Aham collection of jewellery catering to men; and a Vivaha collection, which is a premium designer wedding jewellery range.