The showcase offered a preview of VBJ’s upcoming Chettinad collection, set to launch in December, while also emphasizing the growing importance of jewellery-fashion collaborations in reaching wider audiences
Chennai: Vummidi Bangaru Jewellers (VBJ) collaborated with designer Vivek Karunakaran’s clothing brand IDAM during the Chettinad Heritage Festival, where jewellery from VBJ was paired with IDAM’s collection on the runway. The initiative allowed VBJ to position its upcoming Chettinad-inspired collection within a cultural and fashion-led setting, creating visibility ahead of its official launch in December.
The Chettinad Heritage Festival, now in its third year, provided a relevant platform for VBJ to offer a preview of jewellery that reflects the architectural elements of the region. The brand has been working on this collection for over a year and identified the event as a way to connect directly with audiences who value heritage-led design.
Amarendran Vummidi, Managing Partner, VBJ, said, “Our main purpose in collaborating with IDAM was to highlight the aesthetics and architecture of Chettinad through jewellery. Since IDAM was part of the festival, it felt natural to pair our designs with their clothing for the runway showcase.”
The collaboration also reinforced the role of cross-industry partnerships in building consumer engagement. By integrating jewellery with clothing on the ramp, VBJ gained exposure among fashion-conscious audiences and positioned itself as part of a larger lifestyle conversation. This approach enables the brand to extend its relevance beyond traditional jewellery showcases.
“Collaborations are very important today, since jewellery and fashion are part of every wardrobe,” added Vummidi. “By working together, we are able to present not only the jewellery but also how it can be styled, which benefits both the jeweller and the designer.”
VBJ expects the December launch of its Chettinad collection to build on the visibility generated through the collaboration, using the festival as a foundation for broader customer awareness.
VBJ, known for diamond and gold jewellery as well as silverware, operates its flagship stores in Chennai and has announced expansion plans across South India. The company opened its first international showroom in Dallas, Texas, in 2023 and plans further expansion across other cities in the United States.
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