Senco Gold & Diamonds celebrates diversity with Pride

Dutee Chand with her partner

One of Kolkata’s leading precious jewelry brands, Senco Gold & Diamonds has broken all convention to celebrate the spirit of pride in a unique way. June is known around the world as Pride Month, dedicated to the LGBTQIA+ community, and the five-decade-old jewelry brand took the opportunity to launch its #WearYourPride campaign this month.


As part of the campaign, Senco released two brand films featuring their brand ambassador, professional sprinter Dutee Chand with her partner and jewelers Rupu’s own transgender employee, respectively. The video aims to dive into the freedom of love and equal rights for all genders.

Dutee Chand flying the Pride flag for Senco’s campaign

While Dutee has done India proud on many occasions with her international sporting achievements, Rupu has been associated with the house for over five years now and is employed at their showroom in Camac Street, Kolkata. Throughout the film, Dutee Chand urges everyone to “Don’t Hide, Wear Your Pride” and pledges with his girlfriend to normalize same-sex relationships in mainstream society. Rupu, on the other hand, shares her inspiring story of finding her own identity and defending it.

Last year, the local jewelry brand signed two-time Olympian Dutee as its brand ambassador.

Sarah C. Figueiredo