Vogue Jewellers has appointed former Sri Lankan cricket captain Kumar Sangakkara as its brand ambassador, linking the jewellery house’s heritage with an ambitious international expansion strategy.
Vogue Jewellers targets global markets with a new brand ambassador partnership
The partnership represents a significant step for the six-decade-old jewellery company as it seeks to strengthen its brand presence beyond Sri Lanka and establish itself as a recognised Sri Lankan fine jewellery name in international markets.
The appointment comes one year after Vogue Jewellers opened its first overseas showroom at Westfield Fountain Gate in Melbourne, Australia, in August 2025. The company now plans to build on that initial international presence, with several additional destinations reportedly under consideration.
For Vogue, the partnership with Sangakkara goes beyond conventional celebrity endorsement. Company executives described the relationship as an alignment of values centred on excellence, integrity, craftsmanship and long-term trust — qualities they believe have shaped both the jewellery house and Sangakkara’s international reputation.
Speaking at the official signing ceremony in Colombo, Vogue Jewellers Managing Director Anura Hemachandra said the company had envisioned working with Sangakkara for many years. The relationship dates back to an exhibition in 2008, when Sangakkara first recognised the company’s commitment to craftsmanship and consumer education.
Hemachandra said the two Sri Lankan names represented journeys that had gained recognition beyond the country’s borders, while sharing a focus on building lasting reputations through consistent standards and dedication to their respective fields.
The company’s international ambitions were further highlighted by Director Anuradha Hemachandra, who said expanding the family business overseas had been an important long-term objective. He pointed to the Melbourne showroom as the first major step in that strategy.
According to Hemachandra, the company intends to follow a path similar to the international success achieved by Kumar Sangakkara in cricket by taking Sri Lankan jewellery and branding into competitive overseas markets. He said the company has several countries in mind for future expansion but declined to disclose the destinations, citing the need to protect its competitive advantage.
The expansion strategy reflects a broader ambition to position Sri Lankan fine jewellery as an internationally competitive product rather than limiting the brand’s growth to the domestic market. The company said there are no immediate plans for additional local investments, indicating that international expansion is currently receiving greater strategic attention.
The operating environment, however, remains closely linked to movements in international gold prices. Anuradha Hemachandra noted that gold prices are influenced by external developments, including geopolitical tensions in the Middle East and movements in the US dollar.
Despite these fluctuations, the company views jewellery as an enduring store of wealth and a potential hedge against inflation. Maintaining strict purity standards and consumer confidence therefore remains central to its business model, particularly as the company enters markets where reputation and product authenticity are critical to luxury purchasing decisions.
Sangakkara, whose commercial partnerships have generally been selective, said the foundation of a successful long-term association should be shared values and trust rather than a purely transactional relationship.
He described Vogue as a brand he respects because of the trust it has built among consumers and its focus on creating products designed to last for generations. The comments underline the importance of credibility in the luxury jewellery segment, where purchasing decisions can be influenced as much by heritage and reputation as by the product itself.
Vogue Jewellers Chief Executive Officer Nandana Herath also highlighted the importance of customer relationships in the high-value jewellery market. He said the company’s competitive strengths are built around craftsmanship, quality and trust, with customer relationships often extending across multiple generations.
The appointment of Sangakkara is expected to strengthen that positioning by giving the brand an internationally recognised Sri Lankan personality whose reputation extends well beyond the sporting arena. His global profile could provide the company with additional visibility as it explores new markets and seeks to establish stronger connections with overseas Sri Lankan communities and international consumers.
The partnership also carries symbolic significance for a company seeking to promote Sri Lankan identity abroad. Both the jewellery brand and Sangakkara have built their reputations around representing Sri Lanka internationally, albeit in different industries.
The signing ceremony concluded with Anura Hemachandra presenting Sangakkara with a specially crafted golden cricket bat created by the jeweller. The piece served as a tribute to Sangakkara’s contribution to Sri Lankan cricket and his role in representing the country on the international stage.
For Vogue Jewellers, the new alliance comes at a point when its international strategy is moving beyond its first overseas showroom. With additional markets being evaluated and the Melbourne operation providing an initial platform, the company is positioning the brand for a broader global presence.
The next phase will test whether the company can translate its established domestic reputation, craftsmanship standards and Sri Lankan heritage into sustainable demand across international luxury jewellery markets.