Through this launch, the brand aims to connect with those who view jewellery as part of personal and everyday style rather than occasion-based ornaments
Pune: CS Jewels has introduced Vybe, a sub-brand focused on everyday jewellery, as part of its strategy to address shifts in consumer buying behaviour and expand its market reach. The launch reflects a response to the rise in self-purchase among women and the growing relevance of jewellery in daily wear.
Vybe has been developed as a separate brand with its own identity, while continuing to draw from the legacy of CS Jewels (earlier known as Chandukaka Saraf Jewels). The sub-brand is positioned to connect with consumers who view jewellery as part of personal style rather than occasion-based ornaments. This approach allows CS Jewels to segment its offering and engage with a new consumer base without altering its core brand structure.
Speaking on the brand launch, Siddharth Shah, Director, CS Jewels and Vybe by CS Jewels, said, “The jewellery consumer has evolved significantly over the last few years. We are seeing a growing segment of women who are purchasing jewellery for themselves, wearing it every day, and seeking designs that reflect their personal style rather than a specific occasion. Vybe is created to address this shift. While it draws upon the trust, craftsmanship and legacy of Chandukaka Saraf Jewels, it has its own distinct identity, visual language and communication, designed to resonate with a younger, style-conscious audience.”
Vybe’s product design is attuned to jewellery for daily use, with focus on wearability across different settings. The pieces are structured to move between work, social settings and personal time. They also support layering, allowing consumers to create combinations based on individual preference. The pricing strategy is structured across multiple levels to include both first-time buyers and existing customers looking to expand their usage of jewellery in everyday settings.
Vybe offers 18K gold and diamond jewellery, with prices starting from around ₹ 20,000 to 25,000 for lighter pieces, while higher-value designs, depending on gold weight and construction, can cost up to ₹3 lakh or more.
The launch has been executed through a digital-first approach, through story-telling rather than catalogue-based promotion. The first campaign, Afterglow Vybe | World 1: Monsoon Drive, introduces the brand through its own narrative. Social media platforms, particularly Instagram, are being used to distribute content, supported by creator-led engagement and integration with the existing retail network of CS Jewels.
Vybe is currently available through select CS Jewels stores and digital platforms. This allows the sub-brand to leverage the parent brand’s existing retail ecosystem while building its own presence.
Shah added, “Vybe has been envisioned as a long-term growth engine for the House. Our roadmap includes expanding the product portfolio, introducing new campaign worlds under the Afterglow narrative, strengthening our digital presence, and progressively reaching new markets through both retail store and online channels.”
Introduction of sub-brands allows retailers to address specific consumer segments with focused communication and product design. Initiatives such as Vybeby CS Jewels support brand building by expanding reach, improving customer acquisition, and increasing engagement across platforms. By aligning product, content, and distribution, retailers can create multiple entry points for consumers, which in turn supports conversion and repeat interaction over time.
The story of CS Jewels began when Late Shri Chandulal Shah founded the brand in 1827 in the town of Baramati, Maharashtra. Over the years, the brand, known as ‘Chandukaka Saraf’ expanded, with its legacy continuing into the present day. InDecember 2023, the company adopted a new logo and rebranded as CS Jewels. Today, it operates 18 stores, with 14 located across western Maharashtra and four in Karnataka.
Written by Achal Chaubey
Retail Jeweller India Exclusive
