A timeless narrative reborn

Reviving a century-old heritage, C Krishniah Chetty & Sons has blended ancient Egyptian symbolism with modern luxury in their new ‘1922 The Return of Pharaoh’ collection

C Krishniah Chetty (CKC) & Sons has masterfully breathed new life into a century-old legacy with the launch of ‘1922 The Return of Pharaoh’. This exclusive luxury collection transcends mere jewellery design, meticulously reimagining Egyptian symbolism through the lens of the brand’s rich heritage. In a candid conversation with The Retail Jeweller, Managing Director Dr. C Vinod Hayagriv and Head of Design Megha Saigal Beri delve into the artistry of merging tradition with modern luxury to captivate high-net-worth individuals, all while preserving the unparalleled craftsmanship that defines their brand.

In a bold departure from digital-first launches, CKC hosted an exclusive Egyptian-themed fashion show for 800 elite guests. The result was nothing short of spectacular: 35-37 of the 150 bespoke designs, priced between Rs. 30,000 and Rs. 30,00,000, were sold within the first two weeks. Inspired by the visionary creations of founder C Krishniah Chetty in 1922, following the discovery of King Tutankhamun’s tomb, this collection is a remarkable blend of heritage and modernity. If your jewellery business boasts a rich legacy, CKC’s journey offers valuable insights for you.

Edited excerpts:

Pratyasha Kumari (PK): What inspired the launch of ‘1922 The Return of Pharaoh’? Could you share the story behind this collection?

Dr. C Vinod Hayagriv (CVH): This collection is not merely a trend-driven homage to Egyptian jewellery; it is deeply entwined with CKC’s illustrious heritage. The discovery of King Tutankhamun’s tomb in 1922 by British archaeologist Howard Carter sparked a worldwide fascination with Egyptian artefacts, especially jewellery. At the time, this cultural wave enthralled people across Europe, the US, and beyond, transforming Tutankhamun into a global enigma.

Our founder, C Krishniah Chetty, was inspired by this movement, crafting exquisite pieces that embodied the mystique of Ancient Egypt. During a recent exploration of our archives, we unearthed this intriguing chapter of our history. We felt a profound responsibility to honour it.

Fast forward 100 years, and The Return of the Pharaoh is our contemporary homage to one of history’s most extraordinary discoveries. The collection bridges the past and present,

celebrating the link between Tutankhamun’s tomb and our founder’s Egypt-inspired masterpieces. From obelisks to brooches, C Krishniah Chetty crafted jewellery for British residents in Bengaluru in 1922. Today, we reinterpret this legacy with a modern flair.

PK: Creating a collection inspired by designs from another culture is no small feat. Could you elaborate on the design process and the craftsmanship behind it?

Megha Saigal Beri (MSB): The journey began with exhaustive research spanning five months into Egypt’s cultural motifs and symbols. We delved deeply into elements such as hieroglyphics and iconic symbols like the lotus (symbolising rebirth), the scarab (a talisman of protection), and the Eye of Horus (representing wisdom and health). These ancient symbols were carefully woven into contemporary silhouettes to resonate with today’s luxury audience.

To ensure authenticity, we handpicked gemstones such as turquoise, garnet, and lapis lazuli, sourcing them directly from Egypt. Vibrant enamel work adds depth, reflecting the bold colour palette of ancient Egyptian art. By seamlessly blending historical motifs with modern aesthetics, this collection does more than honour the past—it speaks to the tastes of today’s discerning luxury consumers.

PK: Given that Egyptian jewellery is ancient, how did you ensure your designs fit into a modern context?

MSB: We ensured that the jewellery’s silhouette and overall aesthetic are distinctly modern, allowing people to carry a piece of history with them in a wearable form. The challenge lay in preserving the authenticity of the symbolism while creating bold, contemporary pieces. Techniques such as engraving hieroglyphs and meticulous craftsmanship in gold casting were pivotal in striking this balance.

PK: Can you share insights into the grand launch of ‘1922 The Return of Pharaoh’?

CVH: In an era dominated by digital-first launches, we took a different approach to underline the grandeur of both our legacy and the collection. Instead of an ordinary online launch, we hosted an opulent Egyptian-themed fashion show to celebrate the magnificence of Egyptian jewellery and CKC’s heritage. The creative vision was to present jewellery as an integral part of a high-fashion narrative.

The show, attended by over 800 guests, was designed to be more than a spectacle—it was an immersive experience. AI-enhanced visuals, paired with breathtaking storytelling, transported the audience to the ancient temples of Luxor and the pyramids of Giza. Between runway walks, historians spoke about the symbolic significance of the jewellery, adding depth and context to the designs. This fusion of fashion, history, and storytelling positioned the collection as both a cultural homage and a contemporary luxury statement.

The response was overwhelmingly positive, with attendees praising the dramatic presentation and bold designs. By merging design with history and fashion with storytelling, the launch set a new benchmark for jewellery presentations.

PK: Despite the grandeur of your launch, the marketing for this collection has been relatively low-key. What is the strategy behind that?

CVH: Given the painstaking craftsmanship and deep research behind these designs, we wanted to mitigate the risk of replication. This collection is exclusive, crafted for a discerning audience that values its historical and artistic essence.

Our strategy is centred around word-of-mouth and referrals, which have proven to be incredibly effective. While select designs are available online, our primary focus remains on offline retailing to preserve the collection’s luxury appeal. This approach has yielded remarkable results, with 35-37 pieces sold within just 10-15 days of the launch.

PK: What are your plans for retailing this collection across your channels?

CVH: We plan to showcase The Return of the Pharaoh both online and in our flagship stores. Through immersive digital storytelling, we aim to bring the historical significance of these pieces to life for online audiences. In-store, we offer exclusive private viewings and customisation options to elevate the luxury experience.

Although this is not a limited-edition collection, we are curating a limited number of pieces for each design to maintain the exclusivity and high standards of craftsmanship that define this range.

PK: Who is the target audience for ‘1922 The Return of Pharaoh’?

CVH: This collection appeals to high-net-worth individuals and collectors who value cultural significance and exclusivity. It also resonates with history enthusiasts deeply interested in Ancient Egypt, alongside fashion-forward consumers seeking unique statement jewellery.

As a niche collection, our marketing strategy is intentionally focused on this select group. The rich narratives behind each piece amplify the allure for those who appreciate both heritage and luxury craftsmanship.

PK: What are your long-term plans for this collection?

CVH: The positive response from the Indian market has been incredibly encouraging. We plan to further develop ‘1922 The Return of Pharaoh’ by exploring lesser-known facets of Ancient Egypt, as well as drawing inspiration from other significant historical periods.

Internationally, we are receiving strong interest and plan to introduce the collection to global audiences. This will involve leveraging online platforms to reach luxury buyers, collaborating with international luxury retailers, and participating in high-profile events. These efforts will cater not just to international markets but also to NRIs and ultra-high-net-worth individuals (UHNIs) worldwide.

Written by Pratyasha Kumari