Diamond World (DW) November- December 2020

Cover Story
Simoni Shah, Head of Management,
JB And Brothers
The company was established in
1973 and has been a sightholder
for the past 6-7 years. Simoni joined
the company about five years ago.
She started giving her inputs to sales,
marketing and overall management of
the unit, along with other members of her
family. The company was established by
her father’s elder brother Jitubhai Shah
and later, her uncles Shailesh Shah and
Vijay Shah and father Sanjay Shah joined
the business. “My elder uncle had a fair
share of struggle during the initial days
when he had founded the business, later
his brothers joined in and all together
they brought business up to current level.
It has been the result of dedicated effort
and team-spirit shown by all members of
the family,” Simoni informs.
She joined the business after
completion of her Masters in Commerce
and Finance and felt that diamond
business was her calling in life. She
had been brought up in an environment
dedicated to diamond business and
the aesthetics, and the whole business
structure and its challenges intrigued
her greatly. She knew she could make a
good contribution to the family business
and therefore chose to join it. Simoni
takes inspiration from her uncle Shri
Jitendrabhai Shah for business and is
inspired by her mother’s compassion
when it comes to day to day conduct.
During this pandemic a lot of
digitalization happened within the
company. “Our industry has understood
the importance of online medium
and ecommerce. We have learnt that
sustainable business model has to be
adopted. We had to train our staff how to
approach customers online, and taught
them to deal via the digital mode,”
informs Simoni.
Proffering Togetherness
“We paid attention to difficulties of our
staff and motivated them to stay positive
and overcome business challenges well.
We believe in coordinating with our staff,
even they understand the challenges
involved and together we resolve every
situation ,” she explains.
Financial resources need to be
managed with a lot of caution and
cognizance. “We have always paid
attention to this fact. Those businesses
which have taken excess loans and
overdrafts will find it difficult to book
profits despite the rise in diamond
prices and good business – because
a lot of their revenues will be spent in
repaying loans,” informs this astute
young businesswoman. Government has
laid down strict norms when it comes to
human resource management. “We have
to take to be take responsibility of their
health and wellbeing in addition to doing
business. So we adhered to all of the
norms meticulously and did not face any
difficulty on that front,” she adds.
We paid attention
to difficulties of our
staff and motivated
them to stay positive
and overcome
business challenges
well. We believe in
coordinating with
our staff, even they
understand the
challenges involved
and together we
resolve every
situation
DiamonD WorlD | November-December 2020 | 37