The tour began with events in the Bay Area, Virginia and Richmond. The next one is scheduled for Naperville, Chicago on April 19-20. VBJ opened its first international showroom at Dallas in 2023 and plans to expand to other US cities
Chennai: Legacy jeweller Vummidi Bangaru Jewellers (VBJ) is marking 125 years of operations with a strategic expansion into the United States. Towards that end, it has been organizing a series of jewellery showcases in prominent US cities, and the initiative is part of a broader effort to establish a global presence.
The brand’s US Tour 2025 began earlier this year with events in the Bay Area, California (January 1–2), Milpitas (February 1–2), Ashburn, Virginia (February 8–9), and Richmond (March 15–16). The next showcase is scheduled for Naperville, Chicago on April 19 and 20.
As the brand crosses the 125-year milestone, it is focused on staying relevant in a rapidly changing retail environment. “It is important for any business to be relevant to today’s requirements of the consumer—be it product, service, or ambience,” says Jithendra Vummidi, Managing Director of Vummidi Bangaru Jewellers.
The brand views this period as one of great opportunity for Indian businesses, with rising domestic purchasing power and growing interest in Indian brands abroad. “It is necessary to be out of the comfort zone and push boundaries,” Vummidi declares. “Our foray into the US market is in line with this strategy.”
VBJ had opened its first international showroom in Dallas in Texas in 2023 and plans are under way to expand to other US cities. The brand has seen its customer base evolve over the decades, including many who have settled abroad. The move also reflects the brand’s effort to reconnect with long-standing customers, many of whom now have second-generation family members born in the United States.
To promote these exhibitions, the brand is leveraging multiple communication channels, including social media platforms, a dedicated mailing list and its website.
Established in 1900, Vummidi Bangaru Jewellers has become a leading name in the South Indian jewellery market, specializing in diamond and gold pieces as well as silverware, and has thrived through six generations of family leadership.
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