1 hr ago
How C. Krishniah Chetty Is Redefining Modern Luxury
Luxury jewellery is changing, especially for younger shoppers.
Many now choose their clothes first and then select jewellery to match.
Chaitanya V Chaitanya says lab-grown diamonds give more people access to larger stones at lower prices.
He also says natural diamonds will remain important.
He does not think lab-grown diamonds should automatically be called sustainable because making them still uses machines and chemicals.
Artificial intelligence can help jewellery workers create custom designs much faster.
Chaitanya says AI is unlikely to remove all jobs, but people who do not learn to use it may fall behind.
C. Krishniah Chetty is trying to keep its long history while experimenting with new ideas.
Its crash.club venture has explored very large lab-grown diamonds, unusual ring designs and rhino conservation.
Younger jewellery shoppers increasingly choose outfits first and seek distinctive pieces to complement them.
Chaitanya V Chaitanya says lab-grown diamonds add an affordable option without replacing natural diamonds.
He argues that lab-grown diamonds should not automatically be called sustainable because their production uses machinery and chemicals.
Artificial intelligence is being used to speed up custom jewellery designs, reduce effort and analyse business data.
The 155-year-old C. Krishniah Chetty is combining its heritage with new materials, technology and experiments through crash.club.
- Who
- C. Krishniah Chetty, its Executive Director Chaitanya V Chaitanya, and the crash.club venture.
- What
- The jewellery house is adapting luxury through lab-grown diamonds, artificial intelligence, customization and experimental designs.
- Where
- The developments are discussed in the context of India, where the company operates and where lab-grown diamond production is expanding.
- When
- The article discusses current changes and cites crash.club sales of large lab-grown diamonds in 2024 and 2025.
- Why
- The company is responding to younger consumers, demand for affordability and personalization, technological change and the need to remain relevant.
Traditional and Cautious Luxury
Accessible and Experimental Luxury
Role of lab-grown diamonds
Traditional and Cautious Luxury
Natural diamonds remain an important part of luxury and the business, and lab-grown stones should be viewed as an addition rather than a replacement.
Accessible and Experimental Luxury
Lab-grown diamonds can make larger stones more affordable and bring new customers into the jewellery market.
Sustainability claims
Traditional and Cautious Luxury
Lab-grown diamonds should not automatically be described as sustainable because their production involves machinery and chemicals.
Accessible and Experimental Luxury
Their production takes place in a more controlled environment, and consumers may see them as a conscious purchasing option when they understand the process.
Technology and employment
Traditional and Cautious Luxury
Traditional jewellery skills and organizational knowledge remain foundational to the company's identity and continuity.
Accessible and Experimental Luxury
AI can make customization faster and more efficient; workers who learn to use it can improve their capabilities, while those who do not may fall behind.
Key facts
- Company history
- C. Krishniah Chetty has been operating for 155 years.
- Executive Director
- Chaitanya V Chaitanya is described as the business's sixth-generation member and an Executive Director associated with crash.club.
- Lab-grown diamond position
- The company describes lab-grown diamonds as an additional option rather than a replacement for natural diamonds.
- Largest stones cited
- crash.club sold a 20.06-carat emerald-cut lab-grown diamond in 2024 and a 21.82-carat round brilliant-cut diamond in 2025.
- Artificial intelligence use
- AI can generate customized jewellery images in less than a minute after customer changes are entered into a prompt.
- Growth estimate
- Chaitanya personally estimates that India's lab-grown diamond industry could grow at least sixfold in the next couple of years.
- Conservation work
- A portion of crash.club revenue has supported rhino conservation since 2013, including anti-poaching cameras and ranger training.
Quotes
Chaitanya V Chaitanya
Executive Director of crash.club by C. Krishniah Chetty
“They now have to really learn how to use AI. If they don’t learn to use AI, they will get left behind. And today I feel that AI is not the issue, it’s how to utilise it.”
deccanchronicle.com
“I think there’s going to be a massive growth because the population is young.”
deccanchronicle.com
Sources
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