For Vummidi Bangaru Jewellers (VBJ), Atelier is an opportunity to take its 126-year understanding of jewellery into a more design-led space. Rather than positioning it as a departure from the core business, the Chennai-based jeweller sees the new proposition as an extension of its existing expertise, with greater emphasis on individual design, craftsmanship and the experience of acquiring a high-value piece.
“Atelier by VBJ was born from our belief that fine jewellery can be approached with the same depth of thought as couture, where design, craftsmanship and individuality come together in a single piece,” says Jithendra Vummidi, Managing Director, VBJ, Vummidi Bangaru Jewellers. “There is a growing segment that does not necessarily want jewellery to be defined only by occasion or convention but is looking for pieces that feel distinctive and personal.”
The collections range from approximately ₹50,000 to ₹7 crore, allowing Atelier to operate across different levels of high-value jewellery while keeping design and craftsmanship at the centre.
Atelier is positioned as VBJ's expression of luxury fine jewellery, with a more curated design language than the wider brand. The distinction is as much about the way the jewellery is presented as the pieces themselves.
The Atelier occupies the second floor of VBJ's new Anna Salai flagship in Chennai, in a ‘by appointment only’ space designed around private lounges, viewing rooms and a more selective presentation of jewellery. Rather than displaying the entire assortment openly, clients can request additional collections, creating a more appointment-led environment for high-value purchases.
The design proposition follows a similar principle. “We are interested in pieces where the design is allowed to lead, rather than beginning with a particular gemstone or a conventional jewellery category,” says Vummidi. “There is room to experiment with form, proportion, detailing and the relationship between different materials and gemstones.”
That approach gives diamonds and coloured gemstones a role within the overall composition rather than making them the sole focus of a piece. It also builds on VBJ's established capabilities across gold, diamond, platinum, gemstone and solitaire jewellery. The intention, says Vummidi, is to create jewellery that can remain relevant beyond a particular trend. “Trends can influence design, but the intention is to create pieces that remain meaningful to the wearer over time.”
For a jeweller that dates its origins to 1900, the challenge is to use heritage without allowing it to become a constraint. Atelier's approach is to take the knowledge accumulated over generations and apply it to a more contemporary design environment.
“Atelier is very much an extension of what VBJ has learnt over 126 years,” says Vummidi. “Heritage, for us, is not simply about recreating historical designs. It is about carrying forward an understanding of craftsmanship, and the importance of making jewellery well.” That philosophy is consistent with VBJ's wider production model. The company says its creative and manufacturing operations oversee stages ranging from conceptualisation and design to sourcing, manufacturing and certification, allowing craftsmanship to remain central to the finished piece.
At Atelier, those traditional skills are being applied to newer forms, experimental silhouettes and different ways of wearing jewellery. “We want the collections to have the refinement associated with fine jewellery while still feeling relevant to how today's customer dresses, travels and expresses individuality,” Vummidi adds.
"Atelier is very much an extension of what VBJ has learnt over 126 years. Heritage, for us, is not simply about recreating historical designs. It is about carrying forward an understanding of craftsmanship, and the importance of making jewellery well."
Atelier is primarily aimed at a younger luxury consumer, broadly spanning Gen Z through to customers aged 65, while remaining open to anyone with an appreciation for fine jewellery.
The proposition reflects a shift in how some consumers approach high-value jewellery: less as something reserved for prescribed occasions and more as an expression of personal taste. Vummidi says younger customers may approach luxury purchases differently from previous generations, but that does not necessarily translate into an appetite for lower-value pieces.
“We are seeing customers become more discerning about design and increasingly willing to explore jewellery as an expression of personal taste,” he says. “Younger consumers also approach high-value purchases differently from previous generations, but that does not necessarily mean they are looking for lower-value jewellery.”
The story behind a piece is becoming part of that consideration. At the higher end of the market, customers are increasingly interested in how jewellery has been made, why particular stones were selected and what gives a piece its individuality. “Diamonds and coloured gemstones are crucial to us at Atelier; however, we see them as part of the design vocabulary and not simply as the sole focus,” says Vummidi. “The choice of stone needs to work with the form and character of the piece.”
The Atelier format forms part of a broader investment by VBJ in differentiated jewellery experiences. The new Anna Salai flagship, launched in 2026, spans 14,000 sq.ft. across multiple levels, with different categories occupying dedicated areas and Atelier given its own private setting on the upper floor.
For VBJ, the physical environment is intended to match the nature of the jewellery being presented. Private viewing lounges allow clients to spend more time with high-value pieces, while the selective-display model enables the assortment to be tailored to individual conversations.
“We have invested in the design development, craftsmanship capabilities and retail environment required to present high-value fine jewellery in a more curated manner,” says Vummidi. The company is evaluating opportunities across key Indian markets as well as international markets where there is an established audience for Indian fine jewellery. Any expansion, however, will be measured against the ability to maintain the craftsmanship and customer experience that underpin Atelier.
India's luxury jewellery market has become increasingly crowded with brands competing on design, craftsmanship and increasingly sophisticated retail experiences. For Atelier, Vummidi believes the distinction will have to come from the consistency of its work rather than a single collection or design trend.
“The market is becoming more sophisticated, and that is positive for the industry,” he says. “Customers have more choices and are paying closer attention to designs and the story behind the pieces.”
For VBJ, the ambition is to bring together its generations of jewellery-making knowledge with a more contemporary, couture-led approach, while allowing the individual pieces to develop identities of their own. “If there is one idea we would like customers to associate with Atelier, it is a sense of individuality,” says Vummidi.