Consciousness is a super power, one that changes the world in more ways than the amount of times a ray of light reflects in a diamond. It illuminates our environment like the dazzle of a cullinan. It sparkles hope on posterity like a classic round brilliant cut gemstone, enchanting and alluring all those who feel it.
It was a conscious choice that made us dream of crash.club. And like every dream that we love, we dreamt on, dreamt on and dreamt on until it came true. There is a small twist in the story though. We didn't start the work on this dream on a black board or a power point presentation, we decided to crash into this dream with action. An action that defines this dream better than any concept note can. We decided to adopt.
Hold on, hold on, we’re sure you’ve got raised eyebrows thinking what does a jewellery brand have to do with adoption? To understand, you have to know what a jewellery brand has got to do with a ‘crash’.
Aaaah. Crash. We bet half the world isn't familiar with the term ‘crash’. And no, we don't mean an accident. A crash is a term used for a herd of rhinos. Like a herd of lions, a herd of rhinos is called a crash of rhinos. This was the idea behind our name.
We can see your next question coming. Why rhinos you ask? Well, simply because they are the symbols of resilience, rooted power and rare beauty. It is everything we admire, everything we protect…and also because our founder, Mr Chaitanya V Cotha fell in love with them the first time he saw them during one of his childhood safari trips. He was simply inspired, and if you know him, then you know that if inspiration calls, he will travel far and wide until he catches up with it.
So yeah, that is what the ‘crash’ in crash.club stands for. And now, we’re sure you have already guessed what (or who) we adopted before starting this brand. No prizes for guessing.
Horn of Honour
Yes. We did adopt a rhino as the first step in creating this brand and when we actually started designing our jewellery, a lab-grown diamond bracelet just had to have our favourite beast in the lead role. Crafted in 18kt yellow-gold with an emerald cut sparkle, this bracelet is not just an accessory, it is a cause wrapped in metal. The horn silhouette pays a tribute to our mighty beast, reminding you that every piece you wear can power a purpose.
Okay, so where were we? Yes, the adoption. It was in March 2021 that we adopted our first rhino from Africa. Here is a brief timeline of what happened after that.
March 2021 – Our first Rhino adoption sparks the idea.
November 2021 – The ‘crash.club’ vision takes shape.
March 2023 – crash.club officially launches, turning purpose into reality.
September 2023 – A second Rhino adopted, plus a ‘Coolest Startup of the Year’ win.
December 2023 – Lab-grown diamonds join the movement, proving luxury and sustainability can go hand in hand.
Tech for the Good - Adapting to the changing times and adopting the right measures, crash.club contributes to rhino conservation by funding notching, DNA sampling and microchipping initiatives.
Freedom After 5 Decades - Owing to our not so little efforts, Black Rhinos are roaming freely in Kenya.
March 2024 – crash.club turned one, and we were just getting started.
January 2025 - crash.club wins the Emerging E-Retail Start Up of the Year 2025.
Bigger and Stronger - We crash the party and record the biggest lab-grown diamond sale in the country.
May 2025 - crash.club wins Excellence in Affordable Luxury 2025
More than 2 years in operation and almost half a decade into the vision, we at crash.club believe that real power isn't just worn, it is lived. From the way we design our pieces to the way we show up for the planet, everything we do has an intention behind it. This Environment Day, we would like to remind the world that style and sustainability don't just go together, they crash together.
Strength Meets Sparkle
A love story carved in rose gold, this piece features two rhinos meeting in a fierce, yet graceful embrace cradling a 1.04 carat lab-grown diamond. This one here is a symbol. A testament of strength, unity and our support for a wilder, greener world through sustainable sparkle.
Now that we say support, we’re sure you would want to know how we support these majestic beasts. We would love to tell you too, after all, it is always nice to sing out the good things that we do for the world, especially on a day that celebrates the environment.
Yes yes, jewellery is an investment, we know, but at crash.club, we are doubling it up as an act of conservation. Every purchase from us makes a rhino of a difference. It is a pledge to style, to sustainability and to saving a species, because a percentage of it goes directly towards rhino conservation efforts, ensuring that these magnificent creatures just don't survive, but thrive.
Here is what we were able to achieve so far. And hell yeah, we are proud.
4000+ seedlings planted to restore rhino feeding grounds.
121 camera traps installed to monitor and protect them from poachers.
58 hectares of habitat cleared from invasive species, giving rhinos more space to run wild.
100+ water buffalo samples collected to prevent disease transmission in wild rhinos.
So yeah, if you’re reading this wearing any crash.club jewellery, then your jewellery doesn't just look good, it does good too.
A Wild Grace
Make a bold and conscious statement with these lab-grown diamond eardrops set with a brilliant 0.52 carat solitaire and a stylised rhino silhouette in signature crash.club green. A fusion of elegance and wild spirit, these earrings do more than dazzle, they protect. Wear them like an anthem for our planet.
Luxury as we all know is personal, but impact? That is always collective.
If you join us at the club, then you are joining us at the intersection where style meets substance and jewellery lovers become change makers. Every time you wear a piece from crash.club, you won't be accessorising, you will be advocating. You will be joining a global community of bold, conscious and adventurous individuals who believe that luxury should stand for something bigger. You will be singing your anthem loud, stating that fashion can belong to something meaningful. You will be running with the rhinos in the wide open paradise showing that sustainability and sophistication can go hand in hand.
The Mark of the Wild
This pendant doesn't whisper, it roars. With the fierce rhino form stamped in gold and featuring baguette cut lab-grown diamonds, this piece is a tribute to untamed beauty and unshakable purpose. When you adorn this, you adorn your values - strong, striking and unapologetically green.
So yeah, we stand for the crash, we stand for the rhinos, and we stand for the environment, and that is not just a line, it is who we are. Here in the club, every piece is more than a statement. It is a stand. For rhinos, for the planet and for a future where style and sustainability walk hand in hand. When you crash with us, you crash with hope. You wear strength. You wear the legacy of a species that refuses to be forgotten.
So, let the world hear your style and let the crash be felt in the tremblings of the ground. Because protecting the planet is not a hobby, it is a promise, and with every piece we make and sell, we are keeping that promise alive.
Green is the new bling. And this isn't just a trend, it is a movement.
