According to Vikas Mehta, CFO, Vajraa Diamonds – by Khazanchi, the market is trending towards diamond jewellery, and the brand has seen a huge increase in customer demand at its retail counters
Chennai: Khazanchi Jewellers recently launched a new diamond jewellery brand by the name of ‘Vajraa Diamonds – by Khazanchi’ at the Gem & Jewellery India International Fair (GJIIF) 2025 in Chennai. It marks a key step in the brand’s strategy to strengthen its presence in the diamond category and reflects the company’s move to capture the growing demand for natural diamond jewellery, particularly among younger and urban consumers across South India.
Speaking about the decision behind the launch, Vikas Mehta, Chief Financial Officer, Vajraa Diamonds – by Khazanchi, said, “The market is trending towards diamond jewellery, and we have seen a huge increase in customer demand at our retail counters. Many walk-ins now specifically ask for diamond pieces, which shows a significant shift in preference. This is an upcoming trend in South India, and Vajraa is our way of meeting that evolving need.”
Vajraa Diamonds offers a range of lightweight, contemporary pieces that balance everyday wearability with festive elegance. The collections span from budget-friendly to premium designs, focusing on minimal yet striking pieces that appeal to modern consumers seeking both value and craftsmanship. The brand aims to make diamond jewellery a part of daily fashion while maintaining accessibility.
The new brand will be introduced as a distinct segment within Khazanchi Jewellers’ showroom, allowing customers to explore diamond jewellery under the Vajraa label while maintaining the parent brand’s established gold offerings. This separation aims to create a clear identity for Vajraa within Khazanchi’s retail format.
Mehta added, “We launched Vajraa at GJIIF because it is one of the most important industry platforms to showcase innovation and connect with a wide network of retailers and buyers. The response since the launch has been encouraging, with strong interest and steady growth in footfalls. It has validated our belief that the diamond segment holds immense potential.”
While Khazanchi Jewellers continues to serve its long-standing wholesale network through its B2B showroom, the company is expanding its retail footprint to strengthen its direct consumer presence. A new 10,000 sq. ft. B2C showroom is set to open within the current financial year, featuring a multi-storey layout with two floors for retail and one for administrative operations. This upcoming store will serve as the flagship space for Vajraa Diamonds, positioning Khazanchi to cater more effectively to both trade and retail audiences under one roof.
Notably, during GJIIF 2025, Khazanchi Jewellers achieved significant business success, securing an order book worth Rs 85-90 crore, which reflects the strong market response to its new offerings and expanding product portfolio.
Khazanchi Jewellers was founded by Tarachand Mehta in 1971 and is headquartered in Chennai, India. It currently operates one store and continues to expand its retail capabilities through new projects such as Vajraa Diamonds.
Written by Achal Chaubey
Retail Jeweller India Exclusive
