VBJ Since 1900 Launches “The Lucky 7 Bracelet” – An Exclusive MS Dhoni Signature Edition
VBJ Since 1900, in partnership with Platinum Guild International, has introduced the ‘Lucky 7 Bracelet’, a platinum and zirconium ceramic creation inspired by MS Dhoni’s personal legacy and distinctive leadership style.
The iconic piece—crafted exclusively by VBJ under PGI’s Men of Platinum initiative—blends sporting heritage with masterful craftsmanship. Vaishali Banerjee, Managing Director – India & Middle East at PGI, noted that platinum continues to see strong growth in India, especially in men’s jewellery, due to its rarity, strength, and modern appeal. She highlighted that the Lucky 7 Bracelet reflects the confidence and innovation driving this category’s expansion.
The number 7, deeply tied to Dhoni’s identity—born on 7 July and known for his iconic jersey number—serves as the inspiration behind the design. The bracelet showcases a bold platinum–zirconium ceramic interpretation of the number 7, capturing rhythmic lines and understated geometry that echo Dhoni’s journey.
Entirely conceptualised and crafted by VBJ artisans, the bracelet embodies the brand’s hallmark precision, purity, and heritage, mirroring Dhoni’s calm authority. Amarendran Vummidi, Managing Partner, explained that the design aimed to translate Dhoni’s discipline and composure into a tangible form.
Pallavi Sharma, Deputy Country Manager – India & Middle East, PGI, added that the Men of Platinum MS Dhoni Signature Edition reflects evolving preferences in men’s jewellery, with 95% pure platinum lending the piece both elegance and strength.
Jithendra Vummidi, Managing Partner, described the bracelet as a modern expression of VBJ’s legacy—melding contemporary design with timeless craftsmanship, making it an ideal gift for today’s jewellery enthusiasts.
As a fifth-generation brand, VBJ Since 1900 holds a distinguished place in India’s cultural history, including its role in rediscovering and crafting the historic Sengol now installed in the new Parliament. The Lucky 7 Bracelet continues this tradition of meaningful artistry and will be available exclusively at VBJ’s Anna Salai and Anna Nagar stores.