TT Devassy Jewellery has strategically launched two labels to sharpen market focus. In talk with The Retail Jeweller, founder Josu Tharakan shares how Hue 18 and Sovereign Craft have future‑proofed the heritage maison with targeted growth and new audiences
Hue 18’s lightweight, everyday 18K gold pieces have driven a 40 percent surge in 25–35‑year‑old customers within seven months. Meanwhile, Sovereign Craft’s modular, fully bespoke designs—tailored to every wedding event from haldi to reception—have lifted bridal clientele by 50 percent over four years.
Edited Excerpts:
Why did TT Devassy Jewellery choose to launch Hue 18 and Sovereign Craft as standalone sub‑brands rather than simply expanding its legacy collection?
We needed clear segmentation. Our legacy line offers 80 percent ready‑made, traditional sets—ideal for customers seeking classic designs immediately. But growth required two agile verticals with their own identities, P&Ls and marketing. By treating Hue 18 and Sovereign Craft as independent brands, we can target distinct audiences more effectively, and scale each unit without diluting our core heritage.
What specific market gaps did you identify for each sub‑brand?
With Hue 18, we spotted a rising segment of urban millennials seeking lightweight, 18‑carat gold pieces under 5 grams—everyday designs that blend contemporary style with affordability amid climbing gold prices. Sovereign Craft, on the other hand, answers the modern bride’s call for a fully bespoke journey: co‑creating one‑of‑a‑kind motifs and ensuring a cohesive jewellery narrative from haldi and sangeet through the main ceremony and post‑wedding festivities.
How have the sub‑brands performed since their launches?
Lighting fast. Hue 18 debuted in June 2024 and now has a 40 percent increase in new customers aged 25–35 over seven months. Sovereign Craft launched in April 2021 we have seen a 50 per cent per cent growth in bridal consumers, over the last 4 years.
In what ways does Sovereign Craft fulfill the needs of the modern bride beyond the wedding day?
We view jewellery as a multi‑event narrative. Today’s bride schedules four to five functions—haldi, sangeet, reception and post‑wedding shoots—and 70 percent request three distinct jewellery looks. Sovereign Craft provides modular sets, interchangeable elements and gemstone‑led focal points, ensuring each event has a signature style. Brides co‑design pieces that complement sarees, lehengas and gown silhouettes, delivering a cohesive, personalized aesthetic throughout their celebrations.
Tell us about the dynamics between the parent brand and the sub-brands?
Our 83‑year heritage is a powerful trust signal. We cross‑promote sub‑brands via in‑store displays in our flagship outlets and social media, share our certification and hallmark guarantees, and train legacy‑brand staff to introduce Hue 18 and Sovereign Craft to every visitor. We have observed a 60 percent overlap among bridal clients—brides choose Sovereign Craft while parents or siblings purchase from our legacy line. Likewise, about 20 percent of Hue 18 buyers later upgrade to bespoke designs for major life events. This healthy mix ensures we retain lifetime value across multiple segments, reinforcing that sub‑brands extend rather than cannibalize our core business. The Chavakkad and Thrissur stores are for the full range of jewellery, the Kochi store is for Hue 18, and the Thiruvananthapuram store is for Sovereign Craft.
As a fourth‑generation jeweller, what advantages and challenges have you encountered?
Advantages include an established supplier network, legacy mentorship and deep trust equity built over 83 years. My grandfather and father have always been supportive and progressive in their thinking, which has made it much easier for me to implement new ideas and drive change within the brands. Challenges revolve around on creating clear roadmaps, training and preserving our brand DNA.
What advice would you offer other multi‑generation jewellers considering sub‑brands?
Nail your core first—sub-brands grow from that trust. Use data to find market gaps, build dedicated teams, and be patient. Sovereign Craft took 18 months to launch; Hue 18 took nine. And never compromise on quality.
Written by Pratyasha Kumari
