Titled #JustSiblingThings, the campaign puts out a narrative that is deeply relatable for a wide audience, while positioning the brand’s jewellery as both a lasting keepsake and a silent expression of love. It draws inspiration from the brand’s own leadership, run by two sisters
Chennai: VBC Jewellery, from the House of Vummidi, has introduced a campaign centred around the bond between sisters, marking a shift from conventional jewellery narratives. Titled #JustSiblingThings, the campaign explores the enduring connection between sisters, while positioning the brand’s jewellery as both a lasting keepsake and a silent expression of love.
The idea, according to the brand, was to focus on relationships that are often overlooked in mainstream promotions. “The idea was to create something deeply relatable for a wide audience,” said Lakshmi Sruthi Vummidi, Managing Partner, VBC Jewellery. “We explored the concept of ‘forever’—both in terms of jewellery, which holds timeless value and is often passed down through generations, and in the bond shared between sisters, which is equally enduring.”
The campaign concept emerged from an internal reflection on gifting behaviours and emotional connections. Jewellery, often chosen for significant moments or intimate bonds, felt like a natural fit for exploring sibling dynamics. The brand drew inspiration from its own leadership—run by a sister duo—which helped shape the tone and direction of the campaign.
“Yes, the starting point was the emotional value jewellery carries—it’s often a deeply personal gift, given to someone truly cherished,” said Lakshmi Sneha Vummidi, Managing Partner, VBC Jewellery. “When we looked at all the relationships where such heartfelt gifting naturally occurs, sisters and close female friendships stood out. Our own relationship became the lens through which we shaped this campaign.”
Lakshmi Sruthi Vummidi & Lakshmi Sneha Vummidi, Managing Partners, VBC Jewellery
Since its launch, the initiative has sparked notable audience engagement, particularly on social media. Many have responded by tagging sisters, sharing stories, and reliving shared moments. This organic response has supported the campaign’s intent to create authentic emotional resonance.
The campaign’s quiet success has also shaped the brand’s approach going forward. VBC Jewellery sees value in anchoring future campaigns in lived experiences and genuine sentiment, rather than seasonal trends or romantic cliches. The idea is to connect through shared human stories—whether personal, cultural or emotional.
The brand’s future campaigns and collections will continue to be rooted in the richness of human experience—be it through relationships, nature, culture or history, say the Vummidi sisters. “Every piece of jewellery tells a story, and we believe stories, sentiments and shared experiences are some of the most powerful ways to connect with people,” they explain.
Through #JustSiblingThings, VBC Jewellery has opened a new chapter in how personal connections can shape brand narratives. Established in 1900, the heritage brand continues to operate from its single store in Chennai, bringing forward a legacy of thoughtful design rooted in emotional story-telling.
Written by Achal Chaubey
Retail Jeweller India Exclusive
