Set against a backdrop of shifting buyer preferences and a stronger push toward design-led jewellery, IIJS Tritiya continued to serve as a key touchpoint for brands looking to scale thoughtfully. For Vaibhav Dhadda of Vir Jewels, the show has become more than just a marketplace—it’s a space to test innovation, build meaningful retail partnerships, and strengthen its presence across emerging markets. Dhadda shared how this year’s edition gave the brand a clear advantage in both visibility and business momentum.
How was your experience been at IIJS Tritiya this year?
IIJS Tritiya has always been an important platform for us, and this year has been particularly encouraging. The show attracts serious buyers, and it gives us the right exposure to expand our business in newer markets. We participate with the intention of building long-term relationships, and Tritiya offers exactly that kind of environment. The response from retailers and distributors has been very positive, and it has given us a strong edge in terms of business growth and visibility.
How was the response on the opening day of the show?
Day one itself was very promising for us. We received several strong queries, especially for our new product lines. What stood out was that buyers were not just browsing — they were genuinely interested in understanding the design, the engineering, and the uniqueness of the pieces.
That kind of engagement is very important for a brand like ours, because we focus on distinctive design and craftsmanship rather than mass production. The enquiries we received on the first day itself make us confident that the show will translate into solid business in the coming months.
What did you showcase at IIJS Tritiya this time?
This year we presented a range that reflects both innovation and detailed craftsmanship. One of our highlights is a series of spinning gold rings that took us a long time to engineer. These rings are topped with channel-set ombré-shaded baguette gemstones, centred on blue topaz, and the mechanism had to be perfected to ensure smooth movement without compromising on finish. We also introduced finely carved agate cameos set in cufflinks adorned with diamonds, along with our one-off sliced ruby pendants and earrings that feature minute and delicate detailing inspired by the gilded beauty of nature. These pieces have received very good queries from buyers looking for something exclusive.
In addition, we have expanded our collection of butterfly agate cameo pendants, rings, and earrings accented with tsavorites. Overall, the response to the collection has been very encouraging, and IIJS Tritiya has once again proved to be a strong platform for us to grow and take our business forward.