Khazanchi Jewellers launches new brand ‘Vajraa Diamonds

Khazanchi Jewellers recently launched a new diamond jewellery brand by the name of ‘Vajraa Diamonds – by Khazanchi’ at the Gem & Jewellery India International Fair (GJIIF) 2025 in Chennai. It marks a key step in the brand’s strategy to strengthen its presence in the diamond category and reflects the company’s move to capture the growing demand for natural diamond jewellery, particularly among younger and urban consumers across South India.

Speaking about the decision behind the launch, Vikas Mehta, Chief Financial Officer, Vajraa Diamonds – by Khazanchi, said, “The market is trending towards diamond jewellery, and we have seen a huge increase in customer demand at our retail counters. Many walk-ins now specifically ask for diamond pieces, which shows a significant shift in preference. This is an upcoming trend in South India, and Vajraa is our way of meeting that evolving need.”

Vajraa Diamonds offers a range of lightweight, contemporary pieces that balance everyday wear with festive elegance. The collections span from budget-friendly to premium designs, focusing on minimal yet striking pieces that appeal to modern consumers seeking both value and craftsmanship. The brand aims to make diamond jewellery a part of daily fashion while maintaining accessibility.