NAC Jewellers

NAC Jewellers (Nagappa & Co), established in 1973 by Anjaneyulu Chetty, has grown over more than five decades to become one of Chennai's most respected and beloved jewellery retail chains. The brand began with a single outlet in Mylapore - one of Chennai's oldest and most culturally significant neighborhoods, known for the ancient Kapaleeshwarar Temple and its deep-rooted Tamil traditions. This Mylapore location became NAC's flagship store and remains central to the brand's identity, representing the connection between traditional Tamil values and modern retail excellence.

The founder's vision was to create a jewellery destination where customers could find quality, trust, and fair dealing - values that were not always prevalent in the fragmented jewellery market of the 1970s. Anjaneyulu Chetty understood that jewellery purchases involve significant trust - customers need confidence in gold purity, accurate weighing, fair pricing, and consistent quality. NAC was built on delivering these fundamentals reliably, year after year, customer after customer. This approach created loyalty that has spanned multiple generations - grandmothers who shopped at NAC's original Mylapore store now bring their granddaughters to the same brand.

In June 2023, NAC Jewellers celebrated its 50th anniversary, marking five decades of service to Chennai and Tamil Nadu. The celebrations included the unveiling of a bust of founder Anjaneyulu Chetty at the Mylapore store - a tribute to the vision and values that built the brand. Special collections were launched and charitable donations committed as part of the golden jubilee observances. The milestone represented not just business longevity but the successful transmission of founding values across generations of management and changing retail environments.

The retail network has expanded strategically from the Mylapore flagship to serve customers across Chennai and beyond. NAC currently operates 11 stores in Chennai plus one showroom in Vijayawada, Andhra Pradesh. Chennai locations span key neighborhoods and commercial areas, ensuring accessibility for customers across the metropolitan region. Outlet sizes vary significantly from around 4,000 to 11,000 square feet, reflecting different location types, product mixes, and market positioning. The larger flagship stores offer comprehensive collections across all categories, while smaller outlets provide convenient access to core offerings.

The Mylapore flagship remains the heart of NAC's retail presence, embodying the brand's heritage and serving as the destination store for significant purchases like wedding jewellery. The store's location in this culturally important neighborhood - near the Kapaleeshwarar Temple and the traditional Mylapore tank - connects NAC to Chennai's Tamil heritage in ways that purely commercial locations cannot. Customers shopping for auspicious occasions often combine temple visits with jewellery purchases, and NAC's Mylapore location perfectly serves this traditional pattern.

NAC has developed sub-brands to serve specific market segments. Stylori Silver, launched in March 2022 with a dedicated storefront on North Mada Street in Mylapore, focuses exclusively on silver jewellery. This two-storey showroom offers over 10,000 pieces of silver jewellery including bridal sets, oxidised designs (a trendy fashion aesthetic), and silver gifts. The dedicated silver focus allows deeper selection and expertise than silver sections within general jewellery stores. For customers seeking fashionable accessories without gold investment, Stylori Silver provides extensive options at accessible price points.

Young Ones, launched in 2012, is NAC's brand designed specifically for children and young adults. The collection features delicate craftsmanship, unique designs appropriate for younger wearers, and pieces suitable for naming ceremonies, birthdays, school achievements, and other childhood milestones. Understanding that children's jewellery requirements differ significantly from adult purchases, Young Ones provides focused expertise in this segment.

The Maharani Collection, launched in 2023 in honor of NAC's 50th anniversary, represents premium traditional designs inspired by royal aesthetics. The collection features elaborate pieces with intricate craftsmanship that evoke the grandeur of traditional Indian royalty while being wearable for contemporary celebrations. Such anniversary collections demonstrate NAC's ability to create distinctive offerings that differentiate them from competitors.

The core product portfolio at NAC spans gold, diamond, and silver jewellery across traditional and contemporary styles. Traditional South Indian temple jewellery features intricate deity motifs, elaborate nagas (serpent designs), peacock patterns, and the distinctive aesthetics that characterize Tamil Nadu's jewellery heritage. Bridal collections cover the multiple pieces required for Tamil weddings - from elaborate long chains (harams) and chokers to matching jhumkas, bangles, hip chains, and nose rings. Contemporary collections serve everyday wear needs with lighter, more versatile designs suitable for office wear and casual occasions.

Making charges at NAC range from ₹180 to ₹480 per gram, balancing quality with affordability. Simple chains and basic bangles fall at the lower end around ₹180-220 per gram, regular traditional pieces occupy the middle range, and elaborate bridal sets with complex craftsmanship reach up to ₹480 per gram. This competitive pricing makes NAC accessible to middle-class Chennai families who want organized retail benefits without premium pricing. For families purchasing significant wedding jewellery, NAC's pricing represents meaningful savings compared to premium national chains while providing equivalent quality assurance.

Quality assurance follows industry standards with all gold jewellery BIS hallmarked with certified purity. The NAC quality guarantee accompanies every purchase, documenting gold content, weight, making charges, and stone details where applicable. Diamonds come with appropriate certification. Transparent billing details all components, enabling customers to verify exactly what they're paying for. In-store weighing in customer presence ensures confidence in gold content. These quality measures, maintained consistently for over 50 years, have built the trust that defines NAC's customer relationships.

The exchange policy supports customers throughout their jewellery journey. Full exchange value for NAC jewellery enables upgrades and modifications as preferences evolve. Old gold from other jewellers is accepted with standard purity testing. This flexibility recognizes that jewellery needs change over time - wedding pieces may later be exchanged for lighter daily wear, or inherited jewellery may be converted into modern designs that suit current preferences.

NAC's understanding of Tamil Nadu wedding traditions extends beyond product selection to encompass customer guidance through the complex requirements of Tamil ceremonies. Staff understand which pieces are essential for different wedding functions (such as mehendi, sangeet, muhurtham, reception), how requirements vary by family background and community traditions, appropriate weight and style considerations for different budgets, and how to help families balance tradition with personal taste. This consultative approach helps families navigate what could otherwise be an overwhelming purchasing process.

The brand's customer base includes significant multi-generational loyalty - families where grandparents, parents, and children have all shopped at NAC. This continuity reflects both consistent quality over decades and the emotional connections that jewellery purchases create. When a mother brings her daughter to buy wedding jewellery from the same brand where she herself was a bride, it creates traditions that extend beyond commercial relationships.

Digital presence has been developed while recognizing that significant jewellery purchases typically happen in-store. The website provides product information, store locations, and the ability to browse collections before visiting. For customers who prefer the traditional in-store experience, NAC showrooms provide comfortable environments for extended browsing and family decision-making.

NAC's position in Chennai's competitive jewellery market reflects their core strengths: consistent quality over 50+ years, fair pricing that respects customer budgets, deep understanding of Tamil traditions, and the trust that comes from generations of reliable service. While larger national chains may offer broader geographic presence and premium brands may offer exclusive designs, NAC provides the combination of heritage, value, and local expertise that resonates with Chennai families.

For Chennai customers seeking quality traditional and contemporary jewellery with competitive pricing and genuine expertise in Tamil traditions, NAC Jewellers represents an excellent choice. The combination of 50+ years of heritage, multiple Chennai locations for convenience, competitive making charges starting from ₹180/gram, dedicated silver (Stylori) and children's (Young Ones) sub-brands, and the deep customer loyalty built across generations creates a value proposition that serves middle-class Tamil families exceptionally well. Whether purchasing elaborate bridal jewellery for traditional weddings, contemporary diamonds for special occasions, or silver accessories from Stylori, customers can trust NAC's half-century commitment to quality and fair dealing.