CKC & Sons’ new take on the Ambani jewellery bash offers an attainable, yet luxurious range for HNW clients 

The brand puts together jewellery pieces from their inventory, which resemble the ones global celebrities were spotted in at the wedding bash 

Bangalore: Following the high-profile Ambani wedding, CKC & Sons launched a new jewellery collection, drawing significant attention for its designs inspired by the glamorous Anant-Radhika wedding. The collection showcases pieces that echo the style seen at the wedding, with adjustments to make them more accessible to a broader audience.

Vinod Hayagriv, MD & Director of C. Krishniah Chetty Group, explained that while they did not replicate the designs of the jewellery worn by the celebrities and high-profile delegates at the wedding, the curated items from their existing inventory were in the same category with regards to styling. “Many styles worn at the Ambani wedding align with what we typically create. We selected pieces that resonate with those styles, although scaled down in size and carat weight,” he said. 

To promote these trends, the brand utilized its ‘Closet Diaries’ series. This continued initiative highlights fashion trends from various celebrities, including those seen at the Ambani wedding, and offers similar pieces to consumers. “The idea is to influence customers by showcasing designs worn by notable personalities, making them feel they are choosing high-quality, trendy jewellery,” he added. 

Hayagriv reveals that the brand carefully studied trends and fashion at the Ambani wedding at which celebrities wore jewellery from different brands, both Indian and international. “We focused on bridal and semi-bridal jewellery, similar to what was seen at the wedding, but also included fashionable, non-bridal items for workwear and other occasions,” he says.  
 
He further adds that the collection targets a diverse customer base, offering pieces priced between Rs. 10 lakh and Rs. 1 crore. The brand relays that the response to this collection has been positive. “When people see products that are trending, they are eager to inquire and make purchases. We ensure each product has a unique batch number and code, making it easy for customers to identify and buy the pieces they desire, either through our sales team or our e-commerce website,” Vinod concluded. 

This innovative approach has not only captivated the market but also translated into increased sales, as customers are drawn to the allure of owning jewellery inspired by such a high-profile event.

Written by Amaan Kasu 

Retail Jeweller India Exclusive