Vogue Jewellers, one of Sri Lanka’s premier jewellery houses, has formally signed former national captain Kumar Sangakkara as its brand ambassador, entering a strategic partnership aimed at strengthening its international footprint and reinforcing brand equity across key global markets.
The partnership marks a pivotal milestone for the six-decade-old brand as it accelerates its overseas footprint, exactly one year after establishing its first overseas showroom at Westfield Fountain Gate in Melbourne, Australia, in August 2025.
The collaboration brings together two globally recognised Sri Lankan names underpinned by an uncompromising pursuit of excellence, integrity, and long-term value creation.
Speaking at the official signing ceremony held in Colombo last week, Vogue Jewellers Managing Director Anura Hemachandra described the alliance as a natural alignment of principles that have stood the test of time. He noted that the company had long envisioned bringing Sangakkara on board, tracing their connection back nearly two decades to an exhibition in 2008 where Sangakkara first commended the brand’s dedication to craftsmanship and consumer education.
“This is much more than an association between a brand and an ambassador. Kumar and Vogue represent two distinctly Sri Lankan journeys that have earned recognition beyond our shores.
What connects those journeys is a relentless pursuit of excellence, a respect for one’s craft and, above all, the understanding that a reputation of lasting value is built over time,” Hemachandra stated.
Vogue Jewellers Director Anuradha Hemachandra underscored the strategic imperative behind linking the brand ambassador appointment with the company’s broader international vision. Highlighting the success of the Melbourne branch, he revealed that the jeweller has several other international destinations in the pipeline as it seeks to pioneer the export of Sri Lankan fine jewellery branding overseas.
“When I joined this business six years ago officially, one of the things my father told me was to take this legacy overseas. We opened up a showroom in Melbourne, and we intend to do what this gentleman did on cricket. We want to be the first and the pioneer in the jewellery industry to take this country and compete with foreign brands,” Anuradha Hemachandra said.
However, he remained tight-lipped regarding specific target markets to protect the company’s strategic advantage.
“With regards to the expansion, we do have a few countries in mind, but obviously, I can’t reveal what those countries are because of the competitive edge,” he explained, adding that there are no immediate plans for further local investments.
Addressing the macro-operating environment, he noted that while fluctuating international gold prices remain dictated by external factors like Middle Eastern conflicts and US dollar movements, jewellery continues to serve as an enduring store of wealth and an effective hedge against inflation. He emphasised that unwavering adherence to purity standards and consumer trust remain strictly non-negotiable pillars of Vogue’s business model.
Kumar Sangakkara, whose associations have remained highly selective throughout his career, noted that the foundation of any lasting partnership must be rooted in shared values and emotional resonance rather than transactional endorsements.
“Over time I matured a lot in that sense and understood that longer-lasting partnerships based on trust and shared values are much more important than anything else,” Sangakkara said. “It’s a brand I respect, built on incredible trust from the people, and they create beautiful things that last a lifetime.”
Vogue Jewellers Chief Executive Officer Nandana Herath pointed out that customer relationships in the high-value luxury segment are built on multi-generational loyalty rather than isolated product transactions. He stated that the company’s internal craftsmanship standards, trust, and quality serve as its primary competitive strengths.
The occasion concluded on a symbolic note with Anura Hemachandra presenting Sangakkara with a specially crafted golden cricket bat, created by Vogue Jewellers as a gesture of appreciation for his exceptional contribution to Sri Lankan cricket and international representation.
