VBJ Since 1900 has unveiled The Lucky 7 Bracelet, an MS Dhoni Signature Edition crafted by VBJ as part of the Men of Platinum initiative by Platinum Guild International (PGI). The product brings together Dhoni’s association with the number 7 and VBJ’s craftsmanship. The number 7, tied to Dhoni’s birth date and jersey number, is the basis of the design. The bracelet uses platinum and zirconium ceramic to form the 7 motif.
The Lucky 7 bracelet is conceptualised, designed and produced by VBJ’s artisans. It reflects the brand’s focus on precision and legacy, aligned with Dhoni’s understated style. VBJ, a fifth-generation family brand, is known for creating the Sengol (sceptre), linked to India’s democratic history and now placed in the new Parliament building. The brand positions each of its pieces within this heritage context.
Bringing in the perspective of PGI, Vaishali Banerjee, Head of Global Market Development and Managing Director – India and Middle East, Platinum Guild International, shared, “Platinum’s strong growth momentum in India continues, led by men’s jewellery where it has firmly established itself as the preferred choice for discerning consumers.
Its inherent strength, rarity and contemporary aesthetic make it a metal that holds both value and significance. Our collaboration with VBJ on this special creation for the Men of Platinum MS Dhoni Signature Edition embodies that same energy. The Lucky 7 Bracelet captures the confidence and creativity define this expanding category, and we remain optimistic about the opportunities ahead as more consumers discover the exceptional value platinum offers.”
Speaking on the launch, Amarendran Vummidi, Managing Partner, VBJ Since 1900, said, “Creating this piece was about more than design; it was about translating discipline and composure into form. Dhoni’s legacy is built on his tranquil nature, and we wanted every curve, reflection and rhythm of the bracelet to echo that. It’s a tribute not just to the man, but to the essence of leadership and purpose.”
Adding further insight, Pallavi Sharma, Deputy Country Manager – India and Middle East, Platinum Guild International, said, “Our partnership with VBJ has always thrived on shared values of trust, innovation, and collaboration, ensuring best-in-class product excellence for the consumer. The Men of Platinum ‘MS Dhoni Signature Edition’ is a testament to how innovative design accompanies the evolving preferences of Indian men. MS Dhoni’s status as one of India’s most beloved cricketers, known for his strength of character and impeccable style, aligns seamlessly with the timeless elegance and modern appeal of platinum jewellery. Crafted in 95% pure platinum, the Lucky 7 Bracelet carries forward both the intent of this special collection and the aesthetic discipline that defines VBJ’s artistry. It’s a piece where design, symbolism and value converge.”
Jithendra Vummidi, Managing Partner, VBJ Since 1900, said upon sharing his views, “At VBJ, every creation tells a story. Our Lucky 7 Bracelet embodies the meeting point of modern icons and timeless craftsmanship; a tribute to legacy, reimagined for today. It is a contemporary expression of our heritage and a perfect gifting choice for a new generation of jewellery connoisseurs.”
