Vummidi Bangaru Jewellers’ PGI- approved platinum manufacturing centre key to category growth

Vummidi Bangaru Jewellery (VBJ) is going from strength to strength in the platinum space. The brand, hitherto known as a global diamond player and an authority in the diamonds space in South India, has been awarded by Platinum Guild International for their exceptional expertise in this precious metal as well. Upon winning the Platinum Season of Love 2022 Award, Amarendran Vummidi, managing director of VBJ says that the brand has added a major market differentiator in platinum jewellery five years ago.

“We wanted to move beyond the regular buying and selling of platinum jewellery, as that was not giving us deep insight into improving demand. Five years ago, we became one of the very few companies to start a PGI-approved platinum jewellery manufacturing centre. This gave us complete freedom to design and deliver platinum jewellery as per customization requirements on a tight deadline,” said Vummidi, adding that the manufacturing centre brought the design team, artisans, and the client servicing team together for the first time to chalk out the creation of each custom-made platinum piece.

Since developing the manufacturing centre, sales for platinum jewellery has doubled. VBJ has also launched a platinum men’s collection that has got an impressive 70% demand. And Vummidi has PGI to thank for their proactive guidelines about market trend reports and strong attention paid to the retail requirements for niche markets. All in all, sound guidance from PGI has become indispensable for VBJ from trying out a new segment to becoming an authority in platinum jewellery.

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