Diamond World (DW) November- December 2020

Company profile
Purity Jewelry
Of Purity & Innovation
In just over a decade, Bangkok based Purity Jewelry has scaled
new heights, with fresh designs, embracing the best of technology
and topnotch customer service. Divij Kothari, Director, talks about
how this fledgling venture has grown to become one of South East
Asia’s leading manufacturers of fine jewellery
please walk us through the
inception of purity Jewelry?
Purity Jewelry was founded in 2010 by my
mother, Anjana Kothari. While our family
had been in the Diamond Trading business
for over 3 decades, it was in early 2008,
that the road to form Purity Jewelry began.
My mother, who has a highly creative mind
when it comes to jewellery and is very skilled
in bringing her creativity to life, began by
doing freelance jewellery designing and
manufacturing. She developed a small
collection of pieces that caught the eye
of stores in Thailand, and even private
consumers. Over the next year and a half,
her collection grew slowly and the demand
for her designs grew. Seeing the potential
in this business and the scalability of it, my
father, Poonam Kothari formed the company
as the Managing Director, and his nephew
Vikram Golechha came on as the CEO,
and Purity Jewelry was formed in January
2010. My mother, still true to her passion in
designing and product development, is the
creative director of our company.
Over the past decade, we have seen
tremendous growth. Our company has
grown to employ over 300 people globally,
Divij Kothari, Director
and we have established marketing offices
in Hong Kong, Dubai, and New York.
In the beginning, majority of our work
was outsourced, as we still worked out
of a small office and had a small team of
8 people. However, as our business grew,
and our clientele developed, along with
the markets we expanded to, we moved to
larger and well-equipped manufacturing
facilities and our latest move took place
in January 2019, when we moved to a
new facility, which is over 10,000 sqft.
In our new facility, we house over 250
people, which includes 150 skilled
craftsmen and 20 people in our Product
Design and Development team. In our new
manufacturing facility, we have a state-ofthe-art
B2B client showroom, which allows
our clients to view the products as if in
their own stores and displays, giving them
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