The brand is expanding its offerings beyond traditional jewellery and exploring lifestyle-oriented segments
Bengaluru: Crash.Club by C. Krishniah Chetty Group recently hosted an event centred around the revamp of its perfume line under the brand extension ‘Rare Scents’ and the launch of a new lab-grown diamond jewellery line. The event highlighted how the brand is expanding its offerings beyond traditional jewellery and engaging a younger audience through lifestyle-oriented segments.
The perfume line, launched in March 2021, has been completely updated with new bottle designs and reformulated fragrances, reflecting feedback from in-store sales and customer preferences. The relaunch is aimed at strengthening engagement with existing customers while attracting a broader audience to the brand.
“Rare Scents allows our customers to experience the brand beyond jewellery. The revamp of the perfume line gives them an additional way to connect with Crash.Club, creating a full sensory experience that complements our jewellery collections,” said Chaitanya V. Cotha, Executive Director, C. Krishniah Chetty Group.
Alongside the perfume revamp, the event introduced a new lab-grown diamond jewellery line for engagements and weddings. The sets feature lab-grown diamonds, emeralds, and rubies, marking the group’s recognition of alternative jewellery segments while maintaining its heritage in gemstones and diamond craftsmanship. The event also included a fashion-style presentation showing how jewellery can be part of everyday life, from casual wear to formal occasions.
A key partof the event was the unveiling of a sculpture in memory of Mutuku, one of the black rhinos adopted by the brand in Nairobi National Park, who passed away in floods recently. The life-size sculpture is going to be displayed in-store across multiple locations, reinforcing Crash.Club’s commitment to conservation and connecting it with brand experience.
The event also reflected the group’s wider lifestyle focus, including foray into Swiss watches and paddle rackets, aimed at demonstrating the brand’s evolution from traditional jewellery into a broader lifestyle platform.
The evening drew positive response from attendees, with sales of the revamped Rare Scents perfumes and lab-grown jewellery recorded on-site, alongside multiple advance bookings. The event successfully positioned the perfume line as a key growth category while reinforcing Crash.Club’s reputation for offering jewellery that combines tradition with innovation.
“With the perfume relaunch and new jewellery, we are showing how Crash.Club continues to evolve, offering experiences that go beyond the store and connect with the lifestyle of our customers,” Cotha added.
A heritage jeweller with roots dating back to 1869, the C. Krishniah Chetty Group is a family-run company known for its fine jewellery. The brand 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
