An Ode to Tradition, Shaped for Today Sri Vasavi’s The Amethyst Store Unveils Its Latest Collection Boho Goddess at Chennai

Sri Vasavi’s The Amethyst Store, a name synonymous with timeless silver elegance and artisanal heritage, is all set to unveil its much-awaited new collection Boho Goddess at an exclusive launch on Wednesday, 23rd July 2025, from 3:30 PM to 7:00 PM at their flagship space on Khader Nawaz Khan Road, Nungambakkam, Chennai. 

A soulful tribute to the feminine spirit, Boho Goddess is where bohemian freedom meets the depth of Indian craftsmanship. This collection draws from the rich traditions of Tamil ornaments like Thali, Maattal, Jimikki, Thodu, Kaan Padhakkam, and Elakkath Thodu, reimagined with a contemporary flair. We’ve also taken inspiration from the intricate silver artistry of Ahmedabad and the bold beauty of dual-tone designs, creating pieces that feel both rooted and refreshingly modern. Crafted in pure 92.5 silver and finished with 24k gold plating, each jewel carries a lived-in, radiant charm. With sculptural neckpieces, sway-worthy earrings, stackable bangles & bracelets, with an antique finish that celebrates imperfection, Boho Goddess is made for the woman who honors her heritage while embracing her own rhythm. 

At its heart lies a philosophy: Rooted. Radiant. Reimagined.


Rooted in heritage yet contemporary in soul, Boho Goddess is a collection for those who dress not just for the day, but for who they are becoming. Whether paired with a handwoven saree or a crisp cotton shirt, these pieces mold to your individuality, becoming wearable art that speaks, and listens. 

About Sri Vasavi’s The Amethyst Store:


Launched in 2018 by Srinithi Ravi and now led alongside her siblings A.R. Sricharran and Sweatha Sandeep, Sri Vasavi’s The Amethyst Store is a premium silver jewelry label that stems from the iconic 80-year legacy of Sri Vasavi Thangamaaligai (est. 1942). The brand has pioneered the art of luxury silver jewelry using 92.5 silver coated in 24k gold,all handcrafted by master artisans who also work with gold, resulting in a finish nearly indistinguishable from real gold.

With an extensive portfolio of over 50,000+ unique designs, Sri Vasavi’s The Amethyst Store offers everything from statement bridal sets to traditional accessories like jadas, vankis, and oddiyanams. With retail footprints across Chennai, Bangalore, Coimbatore, and Dindigul, and a thriving global customer base through theamethyststore.com , the brand has served over 75,000 customers and won three consecutive national jewelry awards. 

Their guiding philosophy? Look New Every Occasion.

 Press & Media Invitation:
We invite you to preview Boho Goddess and experience the unveiling in person. The event also presents an excellent opportunity for Page 3, fashion, and lifestyle feature coverage. 

Event Details:


Date: Wednesday, 23rd July 2025


Time: 3:30 PM – 7:00 PM


Venue: The Amethyst Store, No:13, Khader Nawaz Khan Road, Nungambakkam, Chennai – 34