‘A century of tradition’ – says, the by line of their ad.
Founded
by Vummidi Bangaru Chetty, Vummidi Bangaru Srihari Sons (VBSS),
has been a strong presence in the Chennai gold market, since
the early 1900s. One of the oldest names in the trade, ‘traditionality’
is their USP.
Having been in ‘Black Town’ or George Town as it is known now,
they moved to their present location near Panagal Park, in 1969.
At that time, Panagal Park was considered to be the border of the
city. Today, it is the most high profile and top-of-the-mind destination
when it comes to shopping in Chennai.
Presently, the fourth and fifth generation are holding the reins
of the business. Vummidi Prashanth of VBSS says,“We
were dealing mainly in gold previously, and slowly we started dealing
in diamonds and silver articles".
Odiyannam (a piece of jewellery worn on the waist),
Chettinad ‘mangalyam’ or ‘thali’ (jewel worn
by women as a symbol of marriage), Mangamalai (long
traditional necklace), Kaasumalai (a traditional type
of necklace), are some of the more popular varieties of jewels available
here.
“All
jewels are made by expert artisans on a contract basis. Apart from
the gold jewellery, we also make diamond jewellery. We have exclusive
diamond jewellery, as well as rubies and emeralds set with diamonds.
A unique feature of our silver collection is our tea sets, jugs,
dinner trays and dinner sets. It is mostly ladies, who make the
purchasing decision. Another pattern we have noticed, is that 75%
of the customers, know what they want to buy. There is not much
of impulse buying. The majority of the purchase is gold, after
which comes diamonds”, says Vummidi Prashanth.
Nothing
seems to have changed though, from the buyer’s perspective. Buying
for occasions, is still the main reason behind jewellery purchases.
And men’s jewellery, has still not taken off. According to Prashanth,
apart from rings, bracelets and cuff links, there is not much demand
for men's jewellery. And that is the reason, for not introducing
men’s jewellery in a big way.
1:59:23 PM 
Founded
by Vummidi Bangaru Chetty, Vummidi Bangaru Srihari Sons (VBSS),
has been a strong presence in the Chennai gold market, since
the early 1900s. One of the oldest names in the trade, ‘traditionality’
is their USP. 
“All
jewels are made by expert artisans on a contract basis. Apart from
the gold jewellery, we also make diamond jewellery. We have exclusive
diamond jewellery, as well as rubies and emeralds set with diamonds.
A unique feature of our silver collection is our tea sets, jugs,
dinner trays and dinner sets. It is mostly ladies, who make the
purchasing decision. Another pattern we have noticed, is that 75%
of the customers, know what they want to buy. There is not much
of impulse buying. The majority of the purchase is gold, after
which comes diamonds”, says Vummidi Prashanth.
Nothing
seems to have changed though, from the buyer’s perspective. Buying
for occasions, is still the main reason behind jewellery purchases.
And men’s jewellery, has still not taken off. According to Prashanth,
apart from rings, bracelets and cuff links, there is not much demand
for men's jewellery. And that is the reason, for not introducing
men’s jewellery in a big way.
