Vikram Talwar, Managing Partner at Talwarsons, Anil Talwar Group, Chandigarh, entered the world of jewellery retail in 2013, guided by his father Anil Talwar’s deep industry experience and supported by his brother Dhruv, who was already a part of the business.
An alumnus of the University of Manchester and a GIA graduate from Carlsbad, Vikram—the third-generation entrepreneur—set out with a clear vision: not just to uphold the brand’s long-standing legacy but to steer it in a fresh direction. By staying attuned to global trends and introducing a more design-led, everyday-luxury sensibility, he has helped the brand open a new chapter in its journey.
In this freewheeling conversation, Vikram talks about the key factors that keep today’s consumer engaged, the new initiatives he has introduced, and the principles he steadfastly follows to keep the brand balanced and future-ready.
Give us a bit about your educational background. What is that one aspect that drew you to the gem and jewellery industry?
I completed my schooling at St. John’s High School in Chandigarh, followed by a bachelor’s degree in economics & business studies from the University of Manchester, UK. To deepen my technical understanding, I pursued the Graduate Gemology (GG) programme at GIA, Carlsbad.
What drew me to the jewellery industry was the extraordinary ability our profession has to create value and a sense of security in people’s lives. Jewellery is emotional wealth; deeply personal and universally respected, and that power has fascinated me from the beginning.
You represent the new generation at Talwarsons — how have you balanced the brand’s heritage with the changing tastes of today’s customers?
The balance comes from listening. If you genuinely listen to your customer, they tell you exactly what they want, not just in jewellery but also in their experience. By actively understanding today’s consumer mindset and blending it with the rich heritage of Talwarsons, we’ve been able to preserve what makes us timeless while remaining relevant to a modern audience.
What have you learnt from your illustrious father, Anil Talwar, and how would you say your approach to business differs — or aligns — with his, especially as customers evolve with the times?
From my father, I have learnt the true meaning of hard work. Our approaches are naturally different, not just because of a generational shift, but because times, customers, and relationships have evolved.
Previous generations believed in micro-management, while ours is driven by scalability and processes.
That said, we cannot run the company without the wisdom and experience of those before us. So I choose to keep one foot firmly in tradition, and one moving towards the future.
What are some of the key design or retail innovations you’ve introduced since taking on a leadership role?
We have expanded our focus on daily-wear jewellery. Another important change is that we have integrated colour gemstones into everyday pieces, and not just restricted them to the category of occasion wear.
Lastly, we have merged our rich cultural influences with the mindset and aspirations of the modern Indian bride.
How do you see younger consumers redefining the way fine jewellery is bought and worn?
Younger clients are practical, vocal, and decisive. They follow trends closely, are unafraid to experiment, and get tired of things more quickly than previous generations.
Design conversations with them are dynamic and bold.
Looking ahead, what’s your vision for Talwarsons over the next decade — in terms of design, expansion, and brand identity?
Our core principle remains unchanged — the best quality and ultimate workmanship.
Design preferences evolve, and we’re positioned to adapt quickly. We’ve upgraded and quadrupled the size of our flagship store, and additional expansion is under consideration. Our brand caters to customers who value distinctive fine jewellery at affordable pricing. That positioning will guide our growth.
With social media and digital discovery shaping buying behaviour, how is Talwarsons adapting to connect with the online audience while retaining its exclusivity?
Our content strategy now highlights everyday wear jewellery for the modern woman, along with newer storytelling formats to engage younger consumers.
We also showcase customer experiences alongside our exclusive pieces. The goal is to make the brand discoverable, without diluting its legacy of exclusivity.
What kind of jewellery do you personally gravitate towards — and how does your personal taste influence the collections you curate?
Design, for me, begins with the customer. As gold prices rise, deeper understanding of what our clientele truly values becomes essential. My personal affinity lies in showcasing our rich heritage — interwoven with modern styling to complement the lifestyle of today’s increasingly global and independent Indian woman.
Tell us about any future developments that will take the brand to the next level.
Technology will shape the next phase. We are actively exploring the use of AI and data science to enhance customer experience and retail intelligence.
At the same time, we will remain grounded in the fundamentals of jewellery making.
The future of Talwarsons will be built by holding on to tradition with one hand, and innovation with the other.