Rasa Silver Stories has introduced its new Minimal Collection alongside the ‘Ab Nahi Toh Kab?’ campaign to mark International Yoga Day. The collection focuses on lightweight silver jewellery designed for everyday wear, targeting women seeking versatile accessories that complement both active and casual lifestyles.
As part of the launch, the brand collaborated with Pilates Circle by Cult for an event featuring fitness enthusiasts, content creators, and wellness advocates. The activation combined wellness activities with the unveiling of the new collection.
The Minimal Collection is crafted from 92.5 sterling silver, with selected designs also available in 24kt gold-polished finishes. The range includes minimalist designs intended for use across different settings, from fitness sessions and office wear to social outings.
According to the company, the launch aligns with its broader ‘Ab Nahi Toh Kab?’ campaign, which encourages women to prioritise self-expression and celebrate everyday moments. The brand said the collection also reflects its focus on expanding into categories such as athleisure jewellery.
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Manan Bohra, Founder, Rasa Silver Stories, said; “Rasa Silver Stories, as a brand, believes the next evolution of jewellery lies in how seamlessly it fits into everyday life. With the Minimal Collection, through our ‘Ab Nahi Toh Kab?’ campaign, we want to encourage women to celebrate themselves in the present, embrace their individuality, and wear jewellery that complements every aspect of their lifestyle.”
He further added, “Rasa Silver Stories aims to lead this shift by creating jewellery that’s not reserved for occasions, but made to be lived in every day.”
