Rare Scents by CKC becomes a gateway for customers to explore the brand’s jewellery 

Strategic cross-marketing introduces jewellery clients to Rare Scents, and fragrance customers to the brand’s jewellery collections 

Bengaluru: Jewellery retailer C. Krishniah Chetty Group of Jewellers, which forayed into luxury perfumes with its brand extension ‘Rare Scents’ in March, 2021, has seen the niche fragrance line complement the brand’s jewellery portfolio, and rapidly gain traction among customers. Through strategic cross-marketing efforts, jewellery clients have been introduced to Rare Scents, while fragrance customers have been encouraged to explore the brand’s jewellery collections. 

Rare Scents and CKC’s jewellery collections are designed to complement one another. The perfume line incorporates the same artistry seen in its jewellery, using premium ingredients sourced from 25 regions worldwide. While the brand’s jewellery customers are its primary audience, Rare Scents attracts a broader demographic, including those who may not yet be buyers of fine jewellery. “The label serves as the perfect gateway for individuals to experience the craftsmanship and heritage of C. Krishniah Chetty before they invest in our jewellery collections,” said Chaitanya V Cotha, Executive Director, C. Krishniah Chetty Group of Jewellers. 

An outstanding feature of the perfume line comprising five variants, namely, Adamas, Aurum, Beryl, Corundum and Platinum is that they are all infused with 24-karat gold flakes. The sixth variant in the collection, Oriane, was a limited-edition fragrance, made available to only select customers after the launch. 

Rare Scents has seen significant growth, particularly in the luxury gifting segment, which now constitutes a major portion of its sales. Over the past two years, bulk orders have surged, highlighting the product’s appeal to those looking for exclusive luxury gifts.

“Our aim was to create more than just a fragrance; we wanted to offer an experience—a whiff of the exotic. The response has been quite positive, supporting our belief that the brand can integrate with our jewellery business,” commented Cotha. 

According to the brand, the introduction of the label was deeply rooted in a passion for fine fragrances and the belief that luxury is a holistic experience. Much like jewellery, perfumes are an extension of one’s personality. 

Maintaining exclusivity has been key to the brand’s retail strategy. Rare Scents is available at flagship boutiques and select online platforms, ensuring it remains a sought-after indulgence rather than a mass-market product. “By carefully curating our retail presence, we want to highlight the exclusivity and prestige associated with the brand,” Cotha emphasized. 

The jeweller noted that over the past two years, the product line has undergone refinement rather than expansion. Customer feedback has been instrumental in enhancing the fragrances, resulting in richer, more layered scents. Additionally, the brand has elevated its packaging to exude greater sophistication, making it an attractive choice for luxury gifting. “We are not focused on rapid expansion; instead, we are committed to perfecting Rare Scents so that it becomes a symbol of understated elegance and excellence,” noted Cotha. 

With Rare Scents, C. Krishniah Chetty continues to redefine luxury, blending timeless craftsmanship with contemporary elegance, and expanding its reach in the high-end lifestyle market. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive