Teele Dharo: Jewellery that tells Uttarakhand’s untold stories

Vasundhra Raj, a luxury jewellery brand from Dehradun, has unveiled ‘Teele Dharo’, a campaign inspired by the enduring beauty and strength of Uttarakhand. In the local dialect, Teele Dharo is a heartfelt expression of admiration, meaning ‘to behold’—an ode to courage, resilience, beauty, and all that is extraordinary.

Rooted in mountain culture, the campaign offers a unique vision of Uttarakhand’s beauty, unveiling the region’s hidden stories through a collaboration with Uttarakhand artists Digvijay Singh Pariyar, Kamla Devi, Shiwani Bhagwat, and other talents from across India.

At the heart of the campaign is the innate connection between women and their love for jewellery—a symbol of strength, grace, and timeless elegance. Teele Dharo celebrates this bond while unveiling the region’s beautiful landscapes that define the region.

“We wanted Teele Dharo to bring a fresh perspective on the region, blending contemporary elements with the essence of our folk traditions," shared Vasundhra Raj, founder and creative director. "This campaign is more than a tribute—it’s a celebration of the legacy, grace, and strength of the women who carry forward our traditions. Every piece of jewellery and each melody captures the spirit of togetherness, heritage, and celebration."

In Teele Dharo, the spotlight shines on jewellery pieces native to the hills of Uttarakhand, each of which symbolises the region’s cultural heritage. At the forefront is the Bulakee, a striking 22-karat gold nose ring adorned by pahadi women as a symbol of beauty and pride.

Accompanying this is the Nath, a graceful nose ring cherished as a bridal heirloom, and the Pahunchi, a traditional bangle that signifies strength and femininity. These artistically presented pieces are woven into the song’s visuals, capturing the timeless elegance of the pahadi people.

“When Vasundhra called me with her vision for a folk song, it resonated deeply, and I integrated that essence into the music I created. She wanted to capture Uttarakhand’s story through melodies and visuals that reflect the warmth, pride, and spirit of the pahadi people,” shared singer-composer Digvijay Singh Pariyar, expressing his dedication to showcasing his homeland’s spirit.

The visuals of Teele Dharo are a journey into the heart of Uttarakhand. The campaign, a music video by director Amith Krishnan of Moca Studio along with cinematographer Abhimanyu Sadanandan, takes viewers on a journey through rustic wooden houses, verdant forests, and majestic mountain peaks, where the warmth of the pahadi community shines through. Against this serene backdrop, the campaign highlights both the craftsmanship of the jewellery and the strength of the women who wear it, symbolising resilience and timeless beauty.

Campaign’s take: Luxury jewellery brand Vasundhra Raj’s latest campaign, Teele Dharo, is a poetic ode to the untold stories of Uttarakhand. Rooted in the local dialect, Teele Dharo—meaning “to behold”—is more than just a phrase; it’s an invitation to witness the courage, resilience, and elegance that define the hills and their people.

Rather than playing to tired stereotypes, the campaign dives deep into the region’s hidden cultural gems. Each jewellery piece becomes a modern heirloom, intricately weaving together age-old traditions with contemporary design. Inspired by the verdant greenery, towering mountains, and rustic charm of Uttarakhand, this collection transforms the essence of the region into wearable art that speaks to today’s discerning audience.

But Teele Dharo doesn’t stop at aesthetics—it celebrates the masterful craftsmanship of the region’s artisans, particularly the sonars who pour generations of skill and heart into their craft. By spotlighting their stories, Vasundhra Raj honors their legacy while ensuring it finds relevance in modern times.

This campaign is more than jewellery; it’s a cultural statement. With its vivid storytelling and breathtaking visuals, it elevates Uttarakhand’s heritage beyond borders, inviting the world to appreciate not just the beauty of its adornments but the soul of the land and its people. Teele Dharo isn’t just a collection—it’s a love letter to a region that has long inspired and a reminder that true elegance is rooted in authenticity.