Diamond World (DW) November- December 2020

Company profile
“everything” manufacturer. As a company,
we realize where our strengths lie in terms of
our product portfolio, production capacity,
pricing, and quality, and we choose to focus
on that, and establish ourselves in those
product categories.
What is in the pipeline for your
company – in terms of adding
more products to your portfolio,
expansion plans etc.
We are adding more and more tennis
bracelets, eternity rings and daily wear
items to our product portfolio. As there is
a greater influx of the younger generation
having purchasing power, we realize that
more and more people view jewellery
as an event-based purchase, hence
not purchasing it as frequently. As we
recognized that transitional shift, we are
providing our clients and ultimately the
end user, with products that are statement
worthy, are unique, and can still be worn
casually whether it be to work or to a
brunch.
How has lack of trade shows
affected your business – how are
you managing to conduct business
without tradeshows?
Though we completely agree with the
fact that the industry has always been
dependent on getting a sizeable portion of
their sales and acquiring new customers
from trade shows and has always been
heavily focused on travelling to make sales,
the work ethos at Purity Jewelry has been a
bit different. Our focus has always been to
maintain quality, have competitive pricing
and to constantly develop new designs, with
our customers’ customer in mind. Hence,
with the sudden halt of trade shows, our
clients, some of whom that have worked
with us once or twice, have given us repeat
orders due to their belief in our consistency
in delivering the right product and at the
right time.
Another aspect of our business that we
are focused on is our online infrastructure.
We have developed since early this year,
a powerful online infrastructure for our
clients. Our online B2B website and mobile
app was launched earlier this year and we
have already seen the immediate benefits
of it. With real time inventory, customer
level pricing and B2B2C viewing options
provided on the platforms, our clients can
place orders, view our products at their
convenience, and even showcase our
products ahead to their customers, with
their margin added, with minimal effort.
This way we can generate sales without
having the inventory reach the client,
reduce our capital risk, and even attain
something even more desirable, information
as to what designs, product categories and
price ranges, people are viewing. The data
we collect from our online channels helps
us develop our product portfolio as well.
What is your forecast for 2021 – how
do you think the jewellery industry
will progress in the coming year?
In the coming year, I think jewellery
will change, like it already has, from not
only a statement piece one wears to their
wedding or a gala event, but to an everyday
luxury. Many initially believed that the new
generation would not buy fine jewellery
because they rather spend on other luxuries.
I believe that the new generation wants fine
jewellery, but the current market designs
are not what they are looking for. They want
the everyday pieces; they want the feeling
of luxury without feeling too out-there.
They value and understand jewellery, but
the industry must be ready to cater towards
their needs in terms of design.
We are looking forward to the coming year
and while there may be some challenges,
we are also excited for the new learnings
and developments to be made in terms of
innovation and design.
DiamonD WorlD | November-December 2020 | 75