VBJ Since 1900 has introduced the MS Dhoni Signature Edition ‘Lucky 7 Bracelet’, launched in Chennai on December 11 2025 as part of the Men of Platinum initiative by Platinum Guild International (PGI). The design draws from Dhoni’s association with the number seven, reflected through the bracelet’s platinum and zirconium ceramic structure.

According to Vaishali Banerjee, Head of Global Market Development and Managing Director – India & Middle East, PGI, platinum continues to record growth in India, led by demand for men’s jewellery. She noted that the collaboration with VBJ aligns with the metal’s positioning in the market and supports expansion of the category.

The bracelet has been conceptualised and produced entirely by VBJ’s in-house team. Managing Partner Amarendran Vummidi said the aim was to translate Dhoni’s disciplined persona into a structured design that reflects leadership qualities associated with the cricketer.

Pallavi Sharma, Deputy Country Manager – India & Middle East, PGI, said the signature edition demonstrates how evolving male consumer preferences are shaping new product directions in platinum. Crafted in 95% pure platinum, the bracelet incorporates symbolic elements tied to Dhoni’s identity while following VBJ’s design framework.

VBJ, a fifth-generation family enterprise, referenced its historical craftsmanship legacy, including its role in creating the Sengol, a significant artefact now placed in India’s Parliament. The MS Dhoni Signature Edition ‘Lucky 7 Bracelet’ will be sold exclusively at VBJ stores located on Anna Salai and Anna Nagar in Chennai.