Mumbai, Mar 6 (IANS): Actress Madhuri Dixit launched her line of jewellery 'Timeless by Madhuri Dixit' in association with a popular jewellery brand here on Saturday.

About her reasons for tying up with P.N. Gadgil (PNG) Jewellers, Madhuri said it was due to the "kind of values and integrity they have".

"They have been in the industry since 184 years, and they have the determination where customers are always the priority. The way they make the jewellery and the work they do on it, is very good.

"The quality is very good, so all these things made me sign up with them. They have been kind enough to associate... I hope people like this. We are planning to different kinds of jewellery under this, range of jewellery also will be something we would pay attention to."

Madhuri was present at the launch of a new store of the brand in Borivali here. She had also worn a shiny white outfit and wore a stunning diamond necklace from her own collection at the event.

"I'm feeling very good, because my association with PNG has been since several years. So it is a joyous day for me," she said.

Saurabh Gadgil, the owner of the brand, who regularly gets film industry celebrities for the brand's events, stated that Madhuri was actively involved with the making of the jewellery, giving inputs in designing as well as regarding the shape of the diamonds. He added that every design brought about various facets of Madhuri's life.

Madhuri has also come up with her online dance academy, Dance With Madhuri.