For the jeweller, the showcase functioned as both a brand-building exercise and a channel for visibility, linking its association with the erstwhile Mysore kingdom with present-day retail objectives in a market connected to its origins
Mysuru: An evening of fashion recently hosted by C. Krishniah Chetty (CKC) Jewellers in Mysuru (formerly Mysore) blended heritage, community engagement and retail, while placing the brand’s jewellery at the centre of story-telling. The showcase referenced the brand’s legacy as court jewellers to the Mysore Palace, reinforcing its royal association in the past. Women walked the ramp, presenting CKC’s collections in a setting rooted in the cultural history of the city, as attendees heard the story behind each piece of jewellery.
For over 150 years, C. Krishniah Chetty has been deeply connected to India’s royal heritage, serving as jewellers to 21 royal families. The most significant among these is the brand’s association with the Wadiyar dynasty of then Mysore. The event drew from CKC’s historical role in creating pieces that reflected the identity of the erstwhile Mysore kingdom. Among the highlights was the ‘Ganda Berunda’ necklace, inspired by the two-headed eagle, a symbol closely linked to Mysore’s royal insignia. The fashion showcase paired premium silks with CKC’s jewellery, presenting coordinated ensembles that linked textile heritage with jewellery design. Each look was styled to demonstrate how legacy pieces can be re-interpreted in a contemporary context.
Chaitanya V. Cotha, Executive Director, C. Krishniah Chetty Group, said, “C Krishniah Chetty has a long-standing association with the Mysore royal legacy, so being part of an event in Mysuru was a natural extension for the brand. It presented a strong opportunity for on-ground activation and brand awareness.” Collaborating with the JD Institute of Fashion Technology and JD School of Design enabled the brand to structure the showcase as a narrative-led presentation, combining design, styling and cultural references.
The ramp featured a mix of professional models and members of the Sri Kanteerva Narasimharaja Sports Club, allowing the brand to position its jewellery across both aspirational and relatable contexts. This approach contributed to audience engagement, as attendees could visualize the pieces beyond a traditional retail environment. The event had more than 400 attendees, including club members and the city’s wider social set, creating a setting that extended beyond a closed fashion audience.
Cotha added, “The event was conceptualized as a heritage-led showcase, blending C Krishniah Chetty’s legacy with Mysuru’s cultural roots. We aimed to create an immersive experience where attendees could connect with the jewellery and the story behind it.” The response indicated interest not only in the collections but also in the brand’s historical legacy.
From a retail strategy perspective, such engagement formats serve as tools for market reinforcement and customer acquisition. By anchoring the event in Mysuru, CKC Jewellers strengthened its relevance in a region where its legacy is easily recognized. Events that combine local participation with brand story-telling help create recall, drive footfalls and convert cultural association into retail engagement. They also enable brands to access new customer segments through community-led platforms, while reinforcing trust among existing audiences.
For CKC, the showcase functioned as both a brand-building exercise and a channel for visibility, aligning its heritage with present-day retail objectives in a market connected to its origins.
A heritage jeweller with roots dating back to 1869, the C. Krishniah Chetty Group is a family-run company that currently operates five showrooms in Bengaluru. Its silver and lab-grown diamonds brand crash.club, launched in July 2023, retails through these stores and online.
Written by Achal Chaubey
Retail Jeweller India Exclusive
