CKC’s crash.club ventures into men’s silver category with Dark.Crash Men’s Collection 

The brand has highlighted the collection with a lifestyle campaign involving photoshoots and has also roped in calisthenics coach and content creator Rohan Singh to be a part of the campaign 

Bangalore: C. Krishniah Chetty Group of Jewellers’ silver sub-brand, crash.club, has recently made a significant foray into the men’s jewellery market by introducing its exclusive silver jewellery collection tailored specifically for men. This new line, aptly named the Dark.Crash Men’s Collection, marks the brand’s strategic expansion into a niche that has been gaining momentum in recent years. 

The brand has highlighted the collection with a lifestyle campaign that involved indoor and outdoor photoshoots of the jewellery. 

“We planned to launch this collection because, as such, men’s jewellery has not been explored enough. Accessories for men is not available as much as jewellery for women,” said Chaitanya V Cotha, Executive Director, C. Krishniah Chetty Group of Jewellers. 

Recognising the growing demand and scope within the men’s jewellery segment, especially for silver accessories, crash.club decided to venture into this space with the collection. Aiming to capitalise on the rising popularity of silver as a preferred metal for men’s accessories, the brand aims to establish itself as a go-to destination for men seeking unique, high-quality silver jewellery that complements their personal style. 

“The pieces are quite high-end, considering they have been designed for a stylish audience,” he explained. As per crash.club’s principles, a certain percentage of the proceeds from the sale of this collection, like its other products, go towards the conservation of rhinos in Africa. For this, the brand has teamed up with WWF to ensure that they can continue to support the cause. 

Even though the brand is based out of Bangalore, orders and inquiries for the collection have been coming in from across North India and other parts of South India. 

The lightweight, daily wear collection from Crash Club has been crafted to cater to the modern man who enjoys incorporating jewellery into his everyday wardrobe, whether for professional settings or social gatherings. Understanding that today’s men are increasingly seeking accessories that can seamlessly transition from day to night, the collection strikes a perfect balance between style, comfort, and practicality. 

What sets this collection apart is not only its stylish design but also its accessibility. Priced affordably between Rs 500 and Rs 60,000, the collection opens the world of men’s jewellery to a broader audience. By offering a range of pieces that are both fashionable and affordable, Crash Club’s new collection effectively meets the growing demand for men’s jewellery, providing stylish options for jewellery customers. 

“The colour black works well with different outfits and is very trendy, lightweight and stylish, be it earrings, pendants, chains or bracelets. But predominantly the maximum stock is within Rs. 8,000”, commented Cotha.

The brand extensively promoted the collection online on its website and Instagram handle. “Within two hours of putting up the campaign on social media, we started getting several orders from our customers. Even on the website, most products are unavailable because they have already been sold out,” he explained.  

Riding on the success of this collection, the brand is also launching a similar line for women who are equally interested in the Dark.Crash Club collection.

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive