Realizing that a surname-backed brand limited the ability to connect with a wider, modern customer base, the jeweller felt the need for a brand built on ideology rather than lineage
New Delhi: Right Gold Jewels has emerged as the rebranded avatar of the 40-year-old Delhi-based Chawla Jewellers, marking a major strategic shift in the brand’s business model and market positioning. The transition, which began two years ago, was aimed at building a more transparent, technology-driven retail identity aligned with changing consumer expectations.
According to Dhruv Chawla, Director, Right Gold Jewels, the rebranding was the result of a long-term strategy to address key consumer pain points. “As gold prices rose sharply, we noticed that high making charges were the biggest deterrent for buyers. Our first step was to reduce them significantly through bulk procurement and low-wastage manufacturing,” he said.
Introduced initially as the ‘Right Gold Strategy’, the move led to a major change in the brand’s customer base. Within a year, nearly 80% of its buyers were first-time customers, many of them from diverse backgrounds across New Delhi and surrounding regions. “We realized that a surname-backed brand limited our ability to connect with a wider, modern customer base. India’s diversity changes every 100 kilometres, and we needed a brand built on ideology rather than lineage,” Chawla added.
The rebranding involved not only a name change but also a complete overhaul of store infrastructure, technology systems, and marketing processes. Right Gold Jewels introduced Live Gold Rate billing, enabling customers to view and purchase jewellery based on current market prices — a model Chawla describes as a first in Indian jewellery retail. “Even established brands weren’t selling jewellery linked to the real-time gold rate. We introduced this format to bring full transparency to the purchase process,” he said.
The company also implemented server-linked POS systems for real-time, error-free billing and upgraded in-store surveillance and inventory systems to enhance customer trust and operational efficiency.
Alongside internal restructuring, Right Gold Jewels has shifted to a digital-first marketing model. Moving away from traditional advertising, the company now focuses on direct communication through social media and founder-led content. “We have become a social-media-first company. Founder marketing helps build trust faster in a new brand because customers can see and relate to the person behind it,” said Chawla.
Currently, Right Gold Jewels operates a 15,000 sq. ft. flagship store in Nirman Vihar, launched on Akshaya Tritiya, and a second outlet in Lajpat Nagar, opened three months later. The brand plans to expand its footprint with two additional stores by March 2026, and further locations in States such as Maharashtra and Gujarat thereafter. The company’s strategy focuses on one large-format store per city rather than multiple smaller outlets.
Chawla said the brand’s positioning as a low-making-charge, ready-to-sell jeweller continues to drive steady growth despite high gold prices. “We don’t take bookings or advances. Customers can walk in, view the live rate, and buy off the counter. This model helps us keep costs low and maintain transparency,” he noted.
By the end of this year, all existing Chawla Jewellers stores will be rebranded under the Right Gold name, completing the company’s transition to its new identity.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
