Through the episodes, jewellery is not presented as product; instead, the knowledge-led content focuses on the larger context, relevance and story-telling
New Delhi: VCJ Bespoke Jewellery has introduced a content series titled ‘Conversations of Craft and Carat with Sulish’, in which Sulish Verma, Managing Director of VCJ Bespoke Jewellery, aims to build a broad narrative framework around jewellery and culture in the current context, going beyond the product.
Through jewellery stories, the initiative enables the brand to communicate its philosophy directly to audiences. Each episode integrates references ranging from historical pieces such as the Nizam’s collection and the Kohinoor to contemporary cultural moments including international red-carpet events.
“Jewellery is not just about design; it is about stories, craftsmanship and legacy. With this series, we wanted to create a platform where people can understand the layers behind what they wear,” said Sulish Verma, Managing Director, VCJ Bespoke Jewellery.
As the series progresses beyond its 10th episode, it has created consistent engagement across digital platforms. The conversations cover a range of themes including bridal buying behaviour, craftsmanship processes and changing consumer preferences. The brand’s stance is to impart knowledge without making a direct sales pitch. “The journey has been enriching. Each episode opens up a different perspective, and the response has been organic, with audiences engaging with the content for its clarity and insight,” Verma added.
By referencing historical jewellery and contemporary styling, the brand connects its own creations to a wider continuum of jewellery appreciation. This builds familiarity with the brand’s design approach while maintaining a non-promotional tone.
On social media, the series functions as a recurring content property. Short clips, excerpts and thematic highlights are shared across platforms to extend reach and maintain visibility. The episodic format enables continuity, encouraging audiences to return for subsequent conversations while strengthening recall for the brand name.
“The series allows us to stay relevant in ongoing conversations, whether they are rooted in heritage or in current global events. That balance helps us connect with a wider audience,” Verma noted.
By educating consumers and creating interesting content, retailers can establish credibility and trust, which in turn supports customer acquisition. This approach enables brands to reach potential buyers earlier in their decision-making journey, influencing preference before the point of purchase.
Through ‘Conversations of Craft and Carat with Sulish’, VCJ Bespoke Jewellery is building a structured approach that integrates story-telling, education and brand positioning, creating sustained engagement in a competitive market.
Founded in 1982 by Ram Avtar Verma as Vikas Chain & Jewellers, the brand initially focused solely on B2B sales. The brand entered the retail space with the launch of its 3,500 sq. ft flagship VCJ Bespoke Jewellery showroom in February 2023, and has grown into a respected name for handcrafted jewellery. The brand currently operates two retail stores in New Delhi.
Written by Achal Chaubey
Retail Jeweller India Exclusive
