Timeless elegance meets modern craftsmanship
Founded by Rahul Sagar, DIAN is a fine jewellery brand under Shantilal, a family legacy in Dubai since 1969. Built on generations of expertise, DIAN specialises in diamond jewellery, engagement rings, and custom-made designs, blending tradition with contemporary craftsmanship to create exquisite, one-of-a-kind pieces. The brand’s latest offering, Forever Bracelets, introduces a luxurious take on the growing trend of permanent jewellery, crafted in solid 18K gold.
A New Take on Permanent Jewellery
The concept of permanent jewellery has gained traction globally, but DIAN has elevated it to new heights in the UAE. “I first noticed this trend with artificial jewellery, and I immediately saw the potential to elevate it by using real 18K gold,” said Sagar. “The idea of permanent jewellery takes on a whole new meaning when it’s crafted in solid gold—it’s not just a fashion statement but a timeless keepsake.”
The response to DIAN’s Forever Bracelets has been overwhelmingly positive, with many customers intrigued by the idea of a seamless, enduring piece of jewellery. “Many people didn’t even know this was possible until they saw it at Dian Jewellery,” Sagar adds.
While permanent jewellery is trending worldwide, DIAN’s take on it stands out for its craftsmanship and customisation options. “At Dian Jewellery, we’re redefining the trend by offering unique bracelet designs in solid 18K gold,” explained Sagar. The upcoming collection of charms is another differentiating factor. “What truly sets us apart is our upcoming collection of charms, which can be added to the bracelets for a more personal touch. We also offer custom-designed and personalised charms on order, making each piece truly one of a kind.”
Customers interested in Forever Bracelets often wonder whether the welding process is safe. Sagar reassures them that it is. “Our welding technique is precise, quick, and ensures that the bracelet is securely fastened without causing any discomfort,” he explained. Should someone need to remove their bracelet, it can be easily done at DIAN’s boutique. “We also make sure that the fit is comfortable—not too tight—so that it feels natural on the wrist. Most people say they barely notice they’re wearing it after a day or two, as it’s incredibly light, delicate, yet durable.”
The Perfect Gift with a Personal Touch
Whether celebrating a specific occasion such as Valentine’s Day or wanting to try something different, DIAN’s Forever Bracelets make for a unique and meaningful gift. “A Forever Bracelet isn’t just a piece of jewellery; it’s an experience,” said Sagar. “Whether it’s for a partner, a best friend, or even yourself, it’s a way to celebrate a bond that lasts forever. It’s a piece that stays with you, complementing your other jewellery in a subtle yet elegant way.”
Customisation plays a key role in DIAN’s approach to fine jewellery. “Our in-house designers can create personalised charms that reflect personal stories, initials, symbols, or even special dates,” said Sagar. “It’s all about making each piece unique to the wearer, turning it into something that holds deep sentimental value.”
With more people seeking meaningful jewellery pieces, permanent jewellery is far from a passing trend. “I believe it’s here to stay,” said Sagar. “Beyond being affordable and crafted in real 18K gold, it holds a deeper meaning—it symbolises connections, relationships, and moments that last forever. It’s not just about fashion; it’s about always carrying a reminder of something meaningful with you.”
With its innovative take on permanent jewellery, DIAN is elevating modern elegance while staying true to its heritage of exceptional craftsmanship. The Forever Bracelet is more than just a piece of jewellery—it’s a symbol of enduring connections, crafted to last a lifetime.
