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.