C Krishniah Chetty Group launches LGD jewellery under sub-brand crash.club, sees big ticket sales

The team put in about a year’s research on how lab-grown jewellery would fit into the business, and realized there was a market. It has already made some large LGD sales, without affecting its natural diamond sales 

Bengaluru: C Krishniah Chetty Group of Jewellers has been making waves with its brand imprints above and beyond jewellery. Following its highly successful Gem Z campaign on Gen Z influencers, the brand recently introduced lab-grown diamond jewellery under its young sub-brand, crash.club, launched in 2023 with silver jewellery as its primary offering. 

Over time, the brand has perceived a steady segregation of choice amongst its educated clientele. “We offer lab-grown and unique silver jewellery now. LGD ranges are focused on larger sizes, with guaranteed man-made, high quality, well-cut stones, and exclusive crash.club designs,” said Dr C. Vinod Hayagriv, MD and Director, C. Krishniah Chetty Group of Jewellers.

With lab-grown diamonds making waves across India’s gem and jewellery industry, optimum care has been taken to avoid any brand dilution. Lab-grown diamond jewellery under crash.club is displayed as part of the gold jewellery section. Consisting of diamonds over a quarter carat, these are large, chunky jewellery pieces that easily grab the attention of young consumers who want a flashier look for a very affordable price. 

Owing to the large variety of categories on offer, the brand has managed to build a healthy cross-section of consumers who know what they want to buy and when. That’s why crash.club has been growing organically as a sub-brand, right from its inception in silver jewellery in 2023 and the upgrade to lab-grown diamonds now.

When asked about insights behind the launch of the brand’s new LGD jewellery, Hayagriv stated that the team put in about a year’s research on how lab-grown jewellery would fit into the business. “We realized there was a market, but were not sure how LGDs would fare in sales. We were able to make some distinctively large sales, without affecting our natural diamond sales. We began LGD sales in 2023, carving out sections in our showrooms that are on a different floor and differentiated from natural diamonds. We do use social media as a medium of marketing and have the collection online,” said Hayagriv. 

Retail Jeweller India Exclusive