Sabyasachi®

Sabyasachi stands as India’s benchmark for craft driven luxury, built on authorship, conviction, and long term cultural relevance. As the house prepared to launch Sabyasachi Jewelry as a distinct vertical, the opportunity was not an extension of couture into a new category, but the creation of a new luxury sub brand that could stand on its own while remaining unmistakably part of the Sabyasachi universe.

The mandate was to build Sabyasachi Jewelry as a zero to one brand inside an existing luxury house. This required establishing a clear identity, narrative, and experience system that could carry the emotional weight of the parent brand without relying on it. The challenge was not visibility, but restraint. Ensuring that the new category felt authored, confident, and timeless rather than derivative or transactional.

Lazy Eight partnered with the Sabyasachi team across positioning, experience strategy, and digital execution, approaching the launch as a digital first brand system rather than a conventional commerce rollout. The focus was on pacing, hierarchy, and detail, allowing craftsmanship and materiality to lead while the interface consistently receded. Every decision was designed to preserve fidelity to the house while creating a scalable structure the team could operate and evolve independently.

Since launch, Sabyasachi Jewelry has become the fastest growing vertical within the business, recording over 50 percent year on year growth and contributing approximately 25 to 30 percent of overall revenue. The broader brand crossed ₹488 crore in revenue in FY24 and is projected to exceed ₹500 crore in FY25, supported by flagship retail expansion in India and international markets including New York. For Lazy Eight, the engagement reinforced a core capability. Building zero to one sub brands inside large, culturally significant organisations in a way that compounds long term brand equity rather than fragmenting it.