The story of Verma Sons Jewellers traces its origins back to 1967, beginning modestly within a small factory in Lakkar Bazaar where Shri Jawala Prasad Verma laid the very foundation of the brand. In those early days, jewellery was not merely crafted—it was nurtured with dedication and skill inside the factory walls. Shri Jawala Prasad Verma personally took these handcrafted pieces to the vibrant lanes of the bazaar, selling each creation with pride and building relationships that would shape the future of the business. As the years passed, his son Mr. Mohan Lal Verma stepped in with tireless determination, overseeing the factory with unwavering commitment. His persistent effort eventually culminated in the opening of the very first outlet, strategically located right within the factory itself, marking a significant milestone in the family’s journey.

This progression continued with the next generation. It was Dinesh Verma, Mohan Lal’s son, whose vision reshaped the trajectory of Verma Sons Jewellers. Guided by ambition and a refined design sensibility, he elevated the brand from its humble beginnings in Lakkar Bazaar to a prominent new address in Chowk Bazar. This shift was more than a change in location—it signified the transformation of a family-run workshop into a recognized destination for exquisite jewellery. Dinesh Verma expanded the brand’s creative horizons, introducing more intricate, expressive, and captivating designs that won the admiration of customers and set new standards for the collection.

The evolution of the brand took another remarkable step forward when Aarushi Verma, Dinesh’s wife, joined the enterprise. Her entry marked the beginning of a dynamic era defined by bold marketing initiatives and innovative branding strategies. With her artistic vision and strategic mind, Aarushi infused the brand with renewed energy, enhancing its identity and accelerating its growth. Together, the Verma family not only curated an extraordinary range of jewellery but also built a luminous legacy—one deeply rooted in tradition, strengthened by craftsmanship, and propelled by the entrepreneurial spirit passed down through generations.

The story of Verma Sons Jewellers’ brand identity is a testament to tradition embracing transformation. The original red logo, with its bold color and classic typography, signified passion, heritage, and the unwavering spirit with which Verma Sons Jewellers served its patrons for decades. Its red hue radiated confidence, energy, and the festive vibrance of jewellery — a symbol of celebration and family legacy.

With Aarushi Verma’s entry, the logo underwent a sophisticated evolution reflecting the brand’s leap into a new era. The typography was modernized, with each letter designed for balance and clarity, a nod to both precision in craftsmanship & new-age sensibilities. The newly introduced symbol — an abstract ‘V’ accented with elegant horn-like curves — captures the essence of jewellery itself: artistry, status, and timeless beauty. The form echoes regal motifs found in traditional ornaments, suggesting crowns, diadems, and the delicate arches seen in intricate jewellery making. Its upward sweep hints at both heritage roots and aspirations for future growth.

The color palette shifted dramatically to deep emerald green with rich gold accents. This was a deliberate move by Aarushi Verma — green represents renewal, prosperity, and calm sophistication, perfectly aligning with the collection’s values and the serenity one seeks in heirloom jewellery. Gold is the universal color of luxury, purity, and enduring worth. Together, they signify not only the material beauty of Verma Sons Jewellers but also its noble lineage.

This evolved identity marks the union of tradition and innovation: Aarushi Verma’s approach bridges the family legacy with bold design, thoughtful symbolism, and elevated branding. The logo is now instantly recognizable, carrying forward the Verma family’s values while reflecting the brand’s promise to keep evolving, one elegant detail at a time.