Senco Opens Store In Mumbai's Juhu, Harshvardhan Rane Calls It "Right Balance Of Glamour And Toughness"

Men's jewellery is no longer confined to the occasional watch, wedding ring or understated chain. As personal style becomes less about rules and more about individuality, materials, silhouettes, and even the idea of what jewellery means for men are changing. Senco Gold & Diamonds is tapping into that shift with Ti22 by Aham, a new collection that brings together titanium, gold and diamonds.

Actor Harshvardhan Rane, the face of the collection, was at the launch sporting a titanium bracelet, pendant and rings. The collection seems to fit naturally with his understated approach to style. The idea is simple: jewellery does not necessarily have to be saved for a special occasion. It can be part of everyday life, too.

Speaking to NDTV, Rane said that was one of the things he liked most about the collection.

"The best part about this series is you don't have to wait for a special occasion or a ceremony. Of course, you can wear it there also, but you can also wear it like how I go camping. It is so tough, it can be used roughly also. It's rough and tough," he said.

For someone who spends time outdoors, the material makes a difference. Titanium is known for being strong and lightweight, while also being corrosion-resistant and hypoallergenic. Rane said that combination gives him the freedom to wear the jewellery without constantly worrying about it.

"Because it's titanium, it's known to be strong while it's very light. So for me I have found the right balance of little bit of glamour with lot of comfort and lot of toughness because it's anti-corrosive and all those properties which you look out for," he explained.

He even offered a glimpse into what that means in his everyday life. "When I go for camping I do everything on my own. I do cooking, cleaning, so my hands going to all sorts of places. So I think I finally found my soulmate when it comes to jewellery," Rane said.

That mix of glamour and practicality is essentially what Ti22 by Aham is built around. The collection combines titanium with gold and diamonds, bringing together a material associated with aerospace and technology with elements traditionally linked to fine jewellery.

Rane also sees the use of titanium as something of a first in the Indian jewellery space.

"Traditionally in India gold and diamond is something which we all connect to. Now for the first time somebody has combined Titanium and that's Aham by Senco," he told NDTV. "They have infused world's most high-tech metal which is used for space work and aircrafts. So, they have combined Indian traditional values to this new age metal for the first time."

The collection includes chains, pendants, ear studs, bracelets, kadas and rings, designed with clean silhouettes and understated detailing. The intention is to make the pieces work beyond weddings and formal occasions, whether that is at work, while travelling, outdoors or simply as part of everyday dressing.

That approach fits into the larger philosophy behind Aham, Senco Gold & Diamonds' dedicated men's jewellery brand. Derived from the Sanskrit word for self or inner identity, Aham positions jewellery as an extension of personality rather than something dictated by convention.

With its "Be Bold. Be Strong." campaign and Rane at its centre, Ti22 by Aham makes a case for men's jewellery that is contemporary without being excessive, glamorous without sacrificing comfort and strong enough to keep up with the person wearing it. For Rane, it may just have found the sweet spot between all three.