Regal Jewellers enters Tamil Nadu with Vijay Sethupathi, Simran

MUMBAI: Regal Jewellers is making its Tamil Nadu debut with a little star power and plenty of sparkle. The jewellery retailer has appointed actors Vijay Sethupathi and Simran as its brand ambassadors for Tamil Nadu, marking the partnership alongside its entry into the state with its first showroom in T. Nagar, Chennai.

The actors will front the brand’s new campaign, ‘Indha Maatram… Adhu Nalladhu Dhaane?’, which highlights Regal Jewellers’ manufacturer-direct business model, positioning it as a way for customers to purchase jewellery at wholesale prices.

The Chennai outlet marks the company’s first step into the Tamil Nadu market as it looks to expand its footprint across the state and neighbouring Puducherry.

Commenting on the launch, Vibin Shivdas, Managing Director and CEO of Regal Jewellers, said the appointment of Vijay Sethupathi and Simran reflects the brand’s emphasis on trust, authenticity and transparency as it seeks to build its presence in the region.

“We are delighted to welcome Vijay Sethupathi and Simran to the Regal Jewellers family. They embody trust, authenticity and timeless appeal—values that perfectly align with our brand. Their association will help us communicate our vision of transforming the jewellery-buying experience in Tamil Nadu through our campaign, ‘Indha Maatram… Adhu Nalladhu Dhaane?’. As we begin our journey in the state, we look forward to building meaningful relationships with customers while bringing them the advantage of purchasing directly from a manufacturer and wholesaler,” he said.

Speaking about the association, Vijay Sethupathi said transparency and trust are central to jewellery purchases and added that Regal Jewellers’ manufacturer-direct approach offers genuine value to customers.

“Jewellery is deeply connected to our traditions and emotions, and trust plays the biggest role when customers make such an important purchase. What I admire about Regal Jewellers is their commitment to transparency and their manufacturer-direct approach, which brings genuine value to customers. I am delighted to be associated with the brand and look forward to being part of its journey in Tamil Nadu,” he said.

Simran said the brand’s focus on quality craftsmanship, transparent practices and fair pricing made the partnership a natural fit.

“Jewellery celebrates some of life’s most precious moments, and customers deserve complete confidence in what they buy. Regal Jewellers’ focus on quality craftsmanship, transparency and fair pricing makes this association truly meaningful. I am excited to partner with a brand that is redefining the jewellery-buying experience for customers across Tamil Nadu,” she said.

Looking ahead, Regal Jewellers plans to open around 10 showrooms across Tamil Nadu and Puducherry over the coming years. The expansion is also expected to generate more than 2,000 jobs across retail operations, customer service, logistics, merchandising and support functions, signalling the brand’s ambitions to establish a stronger presence in one of India’s largest jewellery markets.