Magzter IJ Feb March 2021

Editor’s note
Courtesy: necklace by narayan Jewellers
G & J industry
Knows How to
BouncE BacK
The world is again on the brink of uncertainty, all the
same G & J business persons garnered their courage
and made the most of the last wedding season, New
Year’s and Valentine’s Day celebrations. Diamonds, coloured
stones and ethnic jewellery was in demand, jewellers did
well and recovered their losses pretty well.
Ever wondered how the New Normal has affected
the lives of Indian jewellery retailers – today how does
a typical day in the life of jeweller begin and end? New
lessons have been learnt and new protocols are in place.
Astute business sense rules, while they have managed to
kick away their apprehensions. The battle is still on as each
one is working hard to book good profits.
IJ’s Couture India Holiday Edition held in Goa from
March 19 to 21 was the first offline show since the past
year. The show was a resounding success as jewellers could
feel and get a sense of the pieces ahead of the wedding
season. They also had the opportunity to network and
share thoughts about the industry with one another.
The Big Story focuses on the biggest strength of every
company – its employees. To what extent have retailers
gone to make their employees happy?
The industry is still holding onto its optimism despite
the uncertain times that the world is going through and
there’s hope because the industry is resilient and knows
how to bounce back.
editor
Alok Kala
INDIAN JEWELLER | february - March 2021 | 17

The Big
Story
EMPLOYEES FIRST ORGANISATION
From comprehensive incentives for star performers, footing their medical bills in
case of an emergency to taking care of employees’ children’s education to having an
open-door policy and fostering a family-like atmosphere, these jewellers go out of
the way to ensure their employees are the happiest says Vijetha Rangabashyam
22
Happy EmployEEs =
InfInItE productIvIty
How these retailers go all out in keeping
their employees happy
The Face oF The indian jewellery indusTry
Vol.11 Issue.4 February - March 2021 300
Special Features
The Art of Finding
Balance between
Creativity &
Saleability
Designer jewellery
manufacturers share their
experience of creating
some outstanding pieces
of jewellery – the challenges involved, how
they strike a balance between creativity &
saleability and more
A Peek Into What a Jeweller’s
Day Looks Like
From strict morning routines
that keeps them going for
the rest of the day, taking
quick cat naps to ensure the
evenings are energetic to
handling staff problems and
client requirements, this is
how a day in the life of these
jewellers looks like
SPECIAL REPORTS
Couture India - The Holiday Edit
Couture India Holiday Edition Reinvigorates the
Industry with a much-needed Physical Show
Gold
Monetisation
Scheme
The New &
Renewed Gold
Monetisation
Scheme
36
42
50
64
64
IN FOCUS
CHOKER MANIA
As the wedding season is in full
swing, chokers are back in fad.
From elaborate pieces redolent
with gemstones to classic
pieces with ethnic motifs, here
are our favourite pieces
SPRING FLING
The winter months are behind
us, leading way to colourful
spring, synonymous with
vibrant flowers, chirpy birds and
Mother Nature that is ripe and
abundant with freshness. Here
are a few pieces that remind us
of the season
CLINCHED
PERFECTION
Waist-belts also known as
oddiyanam or vaddanam in
the South, are a staple amidst
south Indian brides. From plain
gold waist belts with intricate
work to ones studded with
diamonds and gemstones, here
are our picks
A Day in the Life of a Jewellery Retailer
Abundant Creativity Vs Saleability
Manufacturers reveal how they strike a balance
Plus
Gold Monetisation
Scheme & more
The Face oF The indian jewellery indusTry
Vol.11 Issue 4
february - March 2021
Editor and Publisher: Alok Kala
Associate Publisher: Arpit Kala
Senior Editor: Vijetha Rangabashyam
Business & Marketing: Gunjan Jain
Features Editor : Sugandha R
Graphic Designer: Dhananjay Kokate
Columnists: Gunjan Suri, Aftab Bandukwala
Subscription: India
Single Copy: 300
Annual: 1500
Overseas: US$ 150
Administrative Office:
‘Journal House’, A-95 Janta Colony,
Jaipur, 302004 Rajasthan India
Ph: +91 141 2614398, 2610906
Email: info@indianjeweller.in
jaipur@indianjeweller.in
Website: www.indianjeweller.in
Communication and Editorial Office:
Unit No 19, Ground floor,
Vasan Udyog Bhavan, opposite Phoenix Mills,
Sun Mills Compound, Lower Parel (West),
Mumbai - 400013
Phone- (022) 26756055/66
E-mail : mumbai@indianjeweller.in
Indian Jeweller, a bi-monthly magazine is
printed and published by Alok Kala, Proprietor,
Gem & Jewellery Information Centre, Journal
House, A-95, Janta Colony, Jaipur-302004,
Printed at Thomson Press India Ltd. Faridabad.
Published from Gem & Jewellery Information
Centre, Journal House, A-95, Janta Colony,
Jaipur-302004.
Editor - Alok Kala
Couture India -
Holiday Edit @GOA
A Massive Success
with Big Buyer
Turnout!| Pg 64
Registered with the Registrar of Newspapers
for India under No. RAJENG/2010/50179.
© All rights reserved. No part of this publication may be
reproduced, stored or transmitted in any form without
prior consent.

Affordable Diamond
Jewellery for All
The inauguration of Izusa Diamond Jewellery
took place on October 12, 2018 in UP.
Actress Sara Khan inaugurated it. Today, they
have 35 outlets in UP. Izusa Diamond Jewellery
has made it possible for people all strata to buy
and use diamond jewellery. They have designed
many affordable diamond jewellery products
which has made these products accessible to
common man. Izusa Diamond Jewellery products
have been certified by IGI (Indian Gemmological
Institute) and BIS Hallmark, these certify that their
diamonds are absolutely pure and real.
Izusa Diamond Jewellery tag line is
‘HamaraSapnaHar Koi Pahan Sake HeeraApna’
clearly states the aim of the company. Two
directors together run the company – Shri
Prakash Sheth and Shri Shashikant Varma. This
company gives highest priority to customer
satisfaction, total solution for all their queries and
services. Izusa Diamond Jewellery products are
sold throughout India at a fixed MRP so clients are
never confused. This total clarity for its clients. We
provide & take products orders as per customer
desired design.Izusa company distributes its
jewellery products to the ultimate consumer
through its own distributors and retailers and
always looks for an opportunity to build new
distributors and retailers.
Izusa Diamond Jewellery searching for new
distributors and retailers, please call on toll free
number for more details.
Head Office : Surat - Katargam
Branch office: Jaipur, Lucknow, Azamgarh
E-mail: info@izusa.co.in, Web : www.izusa.co.in
Toll Free: 18005328444, Mob : 9918834400, 7991964419

The Big STory
Staff Matters
EmployEEs FIRST
organisations
From comprehensive incentives for star performers, footing their
medical bills in case of an emergency to taking care of employees’
children’s education to having an open-door policy and fostering a
family-like atmosphere, these jewellers go out of the way to ensure
their employees are the happiest says Vijetha Rangabashyam
22 | february - March 2021 | INDIAN JEWELLER

Kashi Jewellers, Kanpur – Empowering Women,
Nurturing Inclusivity & Work-life Balance
HIGHLIGHTS
More female workers from
all kinds of strata and
backgrounds
Private medical insurance
Six months maternity leave
with cover
6-day week ensuring worklife
balance
1 week break for Holi where
staff is taken on company
sponsored trips
In the early 80s the jewellery retail
industry was a male dominated sector.
But Kashi Jewellers was the first to
hire women in its retail store. The brand
firmly believes in women empowerment.
“We have women from all walks of life
- all religions and social strata, single
women, young girls, single mothers as
well as widows working with us. We
don’t care where they come from or
what their background is, their skill set
and commitment towards the business
150
No of Employees
40:60
Male to Female ratio
is important to us,” says Shreyansh
Kapoor, Vice President. The company
concentrates on building their skill set.
They have an aptitude exam and 2-3
rounds of interviews before hiring.
Six months maternity leave along with
all the benefits are provided. “We are also
the first company in the state to provide
for private medical insurance – we give
them Covid 19 cover as well – we pay the
premium for the same. We also provide for
education for their children,” adds Kapoor.
The company has 97 per cent retention
rate. “We treat everyone like family. We have
tied up with a lot of trainers – IGI and GIA
and we invest a lot in our people. We have
an active incentive scheme as well. We have
a staff evaluation process and we discuss
their short comings and give them time
time to improve their performance. We
evaluate their work and they also evaluate
us. We have an open policy in this respect.”
The company takes care of extra expenses
of employees during weddings, major
personal expenses or in case of Covid19.
“We take care of all our employees – it
goes beyond money. One of our senior
staff members was infected with Covid
and the medical expenses ran into lakhs.
We didn’t look at it as an expense; our first
priority was to save his life.”
Kashi Jewellers is also one of the very
few companies that is open only six days
a week. “We don’t work on Sundays. We
don’t work and we don’t want our staff to
work. We give a one week break during
Holi season. We take the whole staff out
on a trip and we take them to different
places – Mount Abu, Nainital, Jagannath
Puri, Amritsar, Tirupati Balaji temple etc.,
and the company sponsors this trip for
employees and their families.”
We have all women from all walks of life - all religions and
social strata, single women, young girls, single mothers as
well as widows working with us. We don’t care where they
come from or what their background is, their skill set and
commitment towards the business is important to us
Shreyansh Kapoor, Vice President
INDIAN JEWELLER | february - March 2021 | 23

The Big STory
Vaibhav Jewellers, Andhra Pradesh and Telangana
– Youngest Workforce & Attrition Rate Below 4%
Vaibhav Jewellers and its quick
expansion can be attributed to it
being an out and out employee
centric organization. The company
fulfills all statutory norms laid down
for employees by the government.
Every employee is covered under ESI
(Employees’ State Insurance) and if he
or she crosses the ESI limit, they are also
given medical insurance that covers their
family members a well. “We offer them
vehicle loans and personal loan without
interest. We give monetary gifts for their
birthdays and weddings as a token of wellwishing,”
adds Suresh Addanki, Business
Associate. Vaibhav also has merit-based
180-190
No of Employees
85:15
Male to Female ratio
awards for children of its employees. If
they stand first in class, the company gives
them not just an award but also support
their education.
Vaibhav also provides 360 degree
internal training for employee
development on all fronts – personality
and attitude development as well as
handling customers. “We also send our
top performing employees to Symbiosis
Institute to further hone their skills,” adds
Suresh. Apart from welfare activities for
employees, Vaibhav has a robust incentive
system to encourage them perform as well
as earn more. The incentive system spans
across diamond, gold and silver categories
– and there are further incentives for those
who direct sell, up-sell as well as cross-sell
(if someone responsible for selling gold
jewellery sells diamond jewellery, they get
an incentive as well).
When one of the employees met with a
road accident, the management took care
of his medical expenses to the extent of
Rs 2 lakhs and the HR department made
sure that the employee’s family got PF as
HIGHLIGHTS
60% of the employees are
below 35 years of age
Medical insurance for staff
and their dependants
Robust incentive scheme for
upselling, cross-selling and
direct selling
Star performers are sent
to Symbiosis Institute for
managerial programmes
Monetary help when
employee or family member
is in a health crisis
Interest free vehicle and
personal loan
Clearly defined KTIs and
KRA’s
Employees evaluated based
on 360 degree performance
management system
well as Rs 8000 - 10,000 per month as
compensation from ESI department. The
growth plan at Vaibhav is also very clear
and concise. “Our strategy is simple, KTIs
and KRAs are well defined. An employee
is evaluated based on a 360 degree
performance management system, which
is based on communication, discipline,
behaviour, the way he functions in a team
and more. Which is why we have branch
managers who are below 35 years of age.
We groom them into future leaders.”
Our strategy is simple; KTIs and KRAs are well defined. An
employee is evaluated based on a 360 degree performance
management system which is based on communication,
discipline, behaviour, the way he functions in a team and more.
Which is why we have branch managers who are below 35
years of age. We groom them into future leaders
Suresh Addanki, Business Associate
24 | february - March 2021 | INDIAN JEWELLER

DP Jewellers, Indore – Great Work Atmosphere,
Incentives & Remuneration Package
DP Jewellers is known for giving
the best remuneration in the
industry. All policies are in
accordance with the government norms.
The company provides free education for
employees’ children as well as loan policy.
“We have an emergency fund up to
Rs50,000 and maximum amount goes up
to a higher limit depending upon the role
of employee. Our succession planning is
strong. We keep on creating successors –
where new people are trained to become
successors of erstwhile senior employees.
This secures a good career plan for staff,”
says Amit Bandi, CEO.
500
No of Employees
75:25
Male to Female ratio
The attrition rate at DP Jewellers is
below 5 per cent. Perks for performers is
all-encompassing - there are incentives
for hard selling, selling fast moving, slow
moving, really slow moving and upselling,
and the company has incentives in
almost every category. “We provide a lot
of encouragement programmes. We have
monthly recognition programmes for our
star performers of the week or month.
We have competition between branches,”
continues Amit.
Internal assessment is a continuous
programme. There is also a monthly
newsletter that goes out every month
to all the employees, carrying all the
achievements and recognitions of every
employee.
The company has gone out of the
way to help its employee buy his dream
house. During Covid time the company
has helped employees monetarily.
“Depending upon the loyalty of the
person – we allot loans for every situation.
The best performer (across all categories)
HIGHLIGHTS
Emergency fund for the
employees
Attrition rate below 5%
Motivational
programmes & cultural
activities
Continuous Upskilling
Individual attention to
every employee with
SWOT analysis
One on one counselling
Company-sponsored
holidays
gets a reward of over Rs 1 lakh.”
Training is an ongoing process at DP
Jewellers – in-house and external training.
The training program is comprehensive,
from skill training to product training, to
customer relationship training and more.
During lockdown, the store conducted
27 day training programme for its
employees.
To ensure every employee performs to
the best of his or her ability, individual
SWOT analysis is done.
The company also has a weekly off
system and a employee-friendly leave
policy. “We encourage people to go on
holidays – sometimes we send them on
holiday package – we sponsor the trip.”
We give personal, individual attention. We do a monthly review of
each person – and we identify strengths and weaknesses of every
person. We understand the social circumstances of the person and
we realise that an employee is facing a lot of hurdles. So we provide
counselling and talk to our staff. We work on our atmosphere – and
creating an encouraging workplace, which is very rare in our industry
Amit Bandi, CEO
INDIAN JEWELLER | february - March 2021 | 25

The Big STory
PNG Jewellers, Maharashtra – People
Over Profits Company
PNG Jewellers believes in
inculcating equality and respect for
all employees at all levels. “We are
able to accept differences and have positive
solutions for problems. We encourage
right to express opinion and learn
from mistakes,” says Dr.Saurabh Gadgil,
CMD. The company provides employee
insurance, loans for emergencies, medical
leaves, medical insurance., etc. It also
ensures that salaries are paid on the first of
every month -- incentives, fixed salaries
and variable salaries are all paid out as
per schedule. The company also helps
employees plan their taxes. Every year, the
company organises a get-together for the
1300
No of Employees
35:65
Male to Female ratio
staff including their family members.
“We ensure that employees get good
work life balance. We conduct counselling
sessions for employees. I have realised
money is a motivator but job satisfaction
supersedes money. Having a dedicated
set of employees is the most important
asset you can have. We choose people
over profits,” adds Gadgil. All festivals and
occasions are celebrated at the store. Team
building exercises and games are also an
ongoing process. Employees are offered a
chance to meet luminaries from different
walks of life and get inspired.
The company offers incentives for star
performer and best weekly performer
and monthly star performers are given
recognition as well. Every branch has
best employee award apart from a best
employee award in the whole company.
Rewards and recognitions are an integral
part of the company, and at the same time,
performance is also expected – they go
hand in hand.
Under PNG Shiksha, online course
modules are developed for training.
People have to take the course and pass
courses every month. The company also
has an intensive induction process for
new joinees. Throughout the year, there
are mock-drills with customers and role
plays are also created to ensure that staff
can face any kind of customer at ease.
Awareness regarding sexual harassment
and equality are also an integral part of
the training module.
A senior employee was suffering
from cancer – we stood by her and she
overcame the crisis and we helped and
supported her; she has also recovered
and joined back. “We believe that as a
company we should stand by its staff who
have been with us during our highs and
lows. We also help them with counseling.
Our staff is our family.”
HIGHLIGHTS
Open to opinions
Plenty of rewards and
recognitions
65% of staff constitutes
women
All occasions and
festivals are celebrated
to foster a family-like
atmosphere
Robust online and offline
training modules
Flexible work schedule
to ensure work-life
balance
We ensure that employees get good work life balance. We
conduct counselling sessions for employees. I have realised
money is a motivator but job satisfaction supersedes money.
Having a dedicated set of employees is the most important
asset you can have. We choose people over profits
Dr.Saurabh Gadgil, CMD
26 | february - March 2021 | INDIAN JEWELLER

AVR Swarnamahal, Salem – Well defined
Targets & Performance Incentives
HIGHLIGHTS
Education for staff’s
children at good schools
Intra-branch competition
for best performing
branch
Company sponsored treks
and meals at hill stations
for individual performers
One-on-one
communication with the
Director
Team building exercises
AVR Swarnamahal believes in
having a mutual understanding –
everybody is playing a role – each
one of them has to play the role with
sincerity, passion, focus and hardworking
attitude. “We have all facilities for
our employees like PF and medical
insurance, apart from that we give loans
for emergencies. We have a trust – which
is education oriented. We help all our
employees’ children to be educated in
a good school and college, we believe
1000
No of Employees
90:10
Male to Female ratio
education empowers them,” adds Soumya
Sanjjay, Director.
The jewellery brand believes in setting
goals and well-defined targets. “We foster
teams working together rather than
individual. When teams achieve goals, the
satisfaction is more. Within our branches
we have competitions, where we set
targets every month. And whoever wins,
they get a rolling shield. The targets are
different for gold, diamond as well saving
schemes, this way more targets can be
achieved. This is how we build teams.”
AVR also recognises individual
performers. If they do very well, they are
taken on a trek to hill stations. “When we
take our performers on this trek, there
are so many unforeseen challenges. This
is to remind employees that if you are
physically and mentally balanced, you
can achieve anything in life. Performers
from different branches go on this trek
and they tend to bond with one another
and become good friends. It is not an easy
trek.” When the employees finish their
trek, a wonderful meal awaits them.
AVR also conducts training
programmes and talk sessions. Experts
talk about life and values. They educate
them on the ethics of business.
When an employee has gone through a
personal loss, the entire AVR family, from
management to sales personnel will be
present to support the employee. This has
always been AVR’s strength. “It is okay if
you don’t have people around when you
are celebrating something, but when you
are in a challenge, you should have more
people around to support you. We truly
believe in this.”
I deal with each and every staff’s challenges personally – there is no one
else they talk to. I understand their problems by putting myself in their
shoes. Then, I motivate them. For instance, we have many who were
aspiring for higher designations – I offer it to them, but I also set targets
accordingly. We believe in having that one to one dialogue in our company
Soumya Sanjjay, Director
INDIAN JEWELLER | february - March 2021 | 27

The Big STory
AB Jewels, Ahmedabad – Fostering an
Open-Door Policy for Generations
During Covid-induced lockdown
AB Jewels gave out salaries a week
before the actual lockdown and
their usual payday so that they could use the
money to stock up on essentials, because
the management knew the lockdown was
to be announced. They also gave full salaries
and did not withhold any amount despite
the lockdown. “If anyone from our staff got
infected, we sent them a set of supplies: a
thermometer, steam machine, oximeter,
sanitizers, etc. We also provided them help
with doctors from our end,” says Vanajam
Soni, Director.
Every Thursday, the store has a learning
hour where they regularly conduct training
sessions in the morning. Every week, an
180-190
No of Employees
40:60
Male to Female ratio
activity-based training in life skills for the
staff is also conducted. It is a round-table
discussion where employees share their
experiences related to the showroom.
One of the directors participates in the
meeting, where discussions are had openly.
The company has created an open-door
atmosphere for its employees. “During
lockdown, we conducted a lot of training
for our staff, we used to organize games
where about 50 persons participated at a
time. We did a lot of remote training for our
staff as well, PGI for instance conducted a
lot of training for us,” adds Soni.
AB Jewels doesn’t believe in setting targets
and putting its employees under pressure
given the current scenario. But it gives
recognition to employees for milestones
like outstanding punctuality. “A staff
member was recognized for the fact that
he was punctual throughout the whole year
without a single holiday, so the company
gave recognition to that staff member with
a small token of appreciation,” says Soni.
If a staff is feeling uncomfortable or
unwell, the management ensures calling a
car for them and that they don’t go without
HIGHLIGHTS
Full contingency plan
for employees during
pandemic
Efficient and ongoing
training plan
Regular games and
welfare activities to
motivate employees
Empathetic policies when
employee or his/her
family member is in crisis
Showroom shut on all
Sundays during summer
to ensure work-life
balance
assistance. If an employee’s family member
is unwell – the management allows them
to stay at home and look after their family.
“We don’t judge employees by targets but
we judge them by conversion rate. To get
the client through the door is our job, rest
is theirs. Our staff is already very motivated
and they do manage to give us a good
conversion rate. But if there is an issue, we
discuss management policies and problems
openly, together we come up with solutions
and together we ensure that we have a good
conversion rate ,” adds Soni.
Since the last 2-3 years during summer,
AB Jewels closes its showroom on Sundays
even though the markets are open and their
revenue takes a huge hit. “We understand
that the staff may want to go on a small
vacation. That way we care about the worklife
balance of our staff.”
We don’t judge employees by targets but we judge them by conversion
rate. Our staff is already very motivated and they do manage to give us
a good conversion rate. But if there is an issue, we discuss management
policies and problems openly, together we come up with solutions
Vanajam Soni, Director
28 | february - March 2021 | INDIAN JEWELLER

Bhima Jewellery, Kerala – Family-like Work Culture
Bhima Jewellery has always
considered its staff as one of its
biggest assets. For employees, all
the basic needs have been fulfilled like
transportation and food and the company
also provides lodging facility for all the
employees who are in need of the same.
“We provide medical insurance to all
staff members, we provide free food and
transportation. All government norms are
followed,” says MS Suhas, MD.
The company considers its employees
as family and ensures all statutory needs
of the employees are taken care of namely
EPF, ESIC, and insurance, which includes
both medical as well as personal accidents
and as a part of management initiative a
1000
No of Employees
across
11
stores
75:25
Male to Female ratio
welfare board has been initiated at branch
level to make sure that all the basic and
urgent needs of the employees have been
taken care of. “Yearly 15 programmes and
family get-togethers are organised – to
keep staff motivated,” adds Suhas.
Star performers are given memento
and recognition apart from incentives.
“Training is an ongoing activity –we
have tied up Forevermark, IGI and
Platinum Guild to provide training
for all the employees. We also have an
external trainer who comes to train the
employees.”
Employee wellbeing and their happiness
are of utmost importance to the Bhima
family. “Recently, a company driver died
in an accident and his wife was expecting.
The management went to his house
and offered compensation for his family
and has also promised taking care of his
children’s education.”
Bhima is relatively a young company
and it has employees who have been
working for 30-40 years. “The targets are
achieved in unison. We are one big family;
we go to each other’s house when there
are functions.”
HIGHLIGHTS
Free food, transportation
and housing facility for
those in need
Plenty of programs and
activities to keep the
staff motivated
Medical insurance, EPF
and ESIC
Every branch has welfare
board to tend to basic
and urgent needs of
employees
Employees working for
more than 30 years with
the company
Training is an ongoing activity –we have tied up
Forevermark, IGI and Platinum Guild to provide training
for all the employees. We also have an external trainer
who comes to train the employees
Suhas MS, Managing Director
INDIAN JEWELLER | february - March 2021 | 29

The Big STory
Harsahaimal Shiamlal Jewellers, UP –
A Women Run Company
Since the company has more
number of women employees, HSJ
has a very flexible working system
for them. They come in early and leave
earlier than men. “We have time slots
where they decide on their will when
they want to come. Women staff take
Uber cab home, if they get delayed with
a client and we reimburse the cab fare.
We also track them for their safety,” says
Ankur Anand, Director.
If any woman is in distress, the HR
sees to it if they can be helped monetarily.
Managers decide if women staff need
counselling or any other support.
Stringent guidelines are also put in place
250
No of Employees
20:80
Male to Female ratio
with regard to harassment. Women are
also given maternity leave as per the
government norms.
The attrition rate amidst women at HSJ
is very low. “We also have an incentive
policy. If an employee takes really less
leave – we give them an extra pay. We
try to conduct activities twice a year –
we take them to a retreat and conduct
an entertainment event for them. We
conduct in-store activities once a month.
We are constantly working on improving
our incentives model. For star performers
we give them gift vouchers and letters of
appreciation – we have 7-8 categories like
well dressed employee and exceptional
team players,” continues Ankur.
Training is a continuous process at HSJ
– the brand has tied up with agencies who
help them develop their communication
skills. “We had an employee who was
suffering from cancer and we paid quite
a bit of her medical bill. One of our
staff members cut her hand to the point
of leading to amputation, and we bore
those medical expenses as well. We have
supported a lot of our staff to tide over
health-related issues, as we believe their
health and wellbeing comes first.”
HSJ has always believed in team building
– the people who are strong are not the
ones who always deserve all the praise,
they are supposed to motivate under
achievers. “So we encourage a lot of team
building and whether or not an employee
is able to uplift her underachieving coworker.”
HIGHLIGHTS
Women run company
Flexible work hours for
women
Importance given to
women safety
Comprehensive incentive
schemes
Humanitarian approach
when it comes to helping
out employees
We try to conduct activities twice a year – we take them to
a retreat and conduct an entertainment event for them. We
conduct in-store activities once a month. We are constantly
working on improving our incentives model. For star performers
we give them gift vouchers and letters of appreciation
Ankur Anand, Director
30 | february - March 2021 | INDIAN JEWELLER

Govind Dande & Sons, Nashik – Absolute
Autonomy & Smooth Delegation
Govind Dande & Sons, a familiar
jewellery brand in Nashik has
always believed in treating its
employees like family. The company
provides yearly groceries for the
family and also takes responsibility for
their children’s education. “We have a
cooperative society – employees run it
and they get loan of up to Rs 2 lakhs.
They also get their shares and dividends
regularly,” says Devyani Dande, Partner.
Employees birthdays are celebrated where
he is given a half-day holiday and senior
103
No of Employees
65:35
Male to Female ratio
member of the staff personally goes and
delivers a cake to the family.
The store also has quarterly activities for
its employees to keep them encouraged
and motivated, including cultural
activities, entertainment programmes etc.
Incentives are given to star performers
when they achieve targets, and if they
achieve beyond hundred per cent, more
incentives are given. “Depending on
every employee’s performance and their
goal sheet, we provide them training. It is
an ongoing process,” adds Devyani.
The brand has always believed in
delegating work. “We give them complete
autonomy in what they do – our team is
quite flexible and open to new ideas. Our
core team members have been working
with us for 17 years. Our employees set
their own goals and achieve them. I also
take a one to one session with our staff
– where we discuss everything except
work.”
HIGHLIGHTS
Employee run cooperative
scheme for financial
assistance
Yearly groceries for
employees & children’s
education
Employee birthday
celebrations in addition to
quarterly entertainment &
cultural programmes
One to one session
with the Partner where
everything is discussed
other than work
Complete autonomy of
working
We give them complete autonomy in what they do – our team
is quite flexible and open to new ideas. Our core team members
have been working with us for 17 years. Our employees set their
own goals and achieve them. I also take a one to one session
with our staff – where we discuss everything except work
Devyani Dande, Partner
INDIAN JEWELLER | february - March 2021 | 31

The Big STory
Aisshpra Gems and Jewels – Providing a Safe
& Happy Environment to Work in
Aishpraa Gems and Jewels has
always had open door policies
which incline towards employee
satisfaction. The management belives that
any organization gets its identity through
its employees. “We schedule one-onone
meetings with all the employees to
understand their concerns and we also
take their feedback seriously. Also, our
management is very transparent when
it comes to human resources, we don’t
discriminate between any of the staff,
and they are judged purely on the basis
of their performance. Also, nowadays
we focus more on employee safety on
a priority,” says Vaibhav Saraf, Director,
Aisshpra Gems and Jewels.
500
No of Employees
60:40
Male to Female ratio
Every employee in an organization
needs motivation. “We always try to
keep all our employees motivated. We
have organized counselling sessions for
our employees frequently in order to
know their concerns and frame of mind
while working. Also, we always try to
acknowledge their work by some or the
other way so that even they feel that their
work is been noticed and valued in front
of management and this helps them to
perform much better for the future.”
Every individual feel good when his
work gets noticed and is rewarded for
the same. “I believe rewards have a special
place in the minds of employees and for
that reward every employee works very
hard which ultimately contributes in the
betterment of an organization. So we
at Aisshpra, offer plus cards to the best
performing employee.”
Aisshpra has always believed in the idea
of providing a comfort zone where they
can work on their communication skills
without hesitating. “Some employees get
conscious by the fear of getting judged
by their communication skills. So, we
have organized weekly grooming and
counselling sessions where employees can
communicate with counsellor without
any hesitation and they incorporate the
feedback given to them and this is how
we regularly try to groom our employees.”
The management sees to it that it
provides clear direction to its employees
to help clarify expectations. “This will
help to increase their productivity, as
they will have clear focus and clear
goals. Encourage, motivate and reward.
Constructive feedback is important.”
HIGHLIGHTS
No discrimination policy
Staff safety is of utmost
priority
Regular counselling
sessions
Plus curds to employees
who perform well
Improving employees
communication skill
Our management is very transparent when it comes
to human resources, we don’t discriminate between
any of the staff, and they are judged purely on the
basis of their performance
Vaibhav Saraf, Director, Aissphra Gems & Jewels
32 | february - March 2021 | INDIAN JEWELLER

Special Feature
courtesy: Kotawala Fine Jewels
How manufacturers look at design & saleability
The ArT of finding
BAlAnce BeTween
creATiviTy & SAleABiliTy
Designer jewellery manufacturers share their experience
of creating some outstanding pieces of jewellery – the
challenges involved, how they strike a balance between
creativity & saleability and more with Sugandha R
36 | february - March 2021 | INDIAN JEWELLER

Courtesy: Sanskriti Jewels
Think jewellery and your mind is
filled with images of shiny outof-the-world
necklaces, pendants,
bracelets, bangles, brooches and more.
These breathtakingly shiny objects of
desire are created by designers who
breathe life into abstract ideas to create
masterpieces, which women across the
globe flaunt so gleefully.
Designing jewellery is both an art
and a craft which takes meticulous
effort, immense experience, training
and persistence along with creativity.
Creativity being the origin of the
manufacturing process because of the
high aesthetics involved in manufacturing
jewellery. “Jewellery design primarily
involves the ability to imagine the finished
product in detail – not just the aesthetic
aspects, jewellery is meant to be worn, so
it has to be functional as well. So one has
to imagine it in detail,” explains Dheeraj
Menda of Studio Rêves.
Every step is challenging
The first step is to understand for whom
the jewellery is being designed and
for what occasion. “Before designing a
collection we make a detailed effort to
understand what customers want, their
preferences, current market trends, et al.
For instance, currently coloured stones
are used and preferred in jewellery. There
is a good demand for coloured stones,”
informs Ashish Goyal, Kotawala Fine
Jewels.
The first challenge is being able to
imagine the whole product in every detail
before putting it on paper. Then most
manufacturers work backwards, draw out
a detailed structure and then comes the
next challenge to select the material for
Courtesy: Studio Rêves
INDIAN JEWELLER | february - March 2021 | 37

Special Feature
Jewellery design
primarily involves the
ability to imagine the
finished product in
detail – not just the
aesthetic aspects,
jewellery is meant to
be worn, so it has to be
functional as well. So
one has to imagine it in
detail
Dheeraj Menda,
Studio Rêves
Before designing a
collection we make
a detailed effort to
understand what
customers want, their
preferences, current
market trends, et al.
For instance, currently,
coloured stones are
used and preferred in
jewellery.
Ashish Goyal, Kotawala
Fine Jewels
making the piece they have so beautifully
sketched out. “Once I had made a maple
leaf pendant in titanium and gold, studded
with diamonds and coloured stones.
Every step of the process was challenging
and the end result looked marvelous.
The whole process from imagination
to making the final product was indeed
quite challenging and therefore exciting,”
explains Dheeraj.
Every collection is unique and therefore
needs a different skill set to make.
“Launching a whole new collection is
mostly intuition based and is influenced
by the core idea or theme, technique
or application that comes to my mind.
There are no hard and fast rules here,
it is a sublime process and takes a while
to really materialize,” explains Nidhi
Garodia, Sanskriti Jewels. Research before
launching a jewellery collection is a must,
it basically involves: identifying the market
need, recognizing what is missing, which
could be a colour, concept, product, etc.
“An astute businessman can never leave
out the business angle. Every collection
is meant to be sold, a manufacturer does
not launch collections in order to quench
his creative thirst only. It has to be saleable
and ensuring saleability of products
is an important challenge that every
manufacturer addresses,” explains Nitin
Gilara, Rambhajo’s.
Inspiration can strike
anywhere
The world is filled with inspiring ideas
– from Nature, architecture, culture,
History, inspiration is found anywhere and
everywhere. “What is important is how
the designer transforms that imagination
into a wearable piece of jewellery which
will gracefully complement any dress or
woman of any age,” explains Nidhi. Some
designers are particular about detailing. “I
study the subject very carefully, its shades,
structure, shape and more. I then study
the material that I could use to create it.
Courtesy: Sanskriti Jewels
38 | february - March 2021 | INDIAN JEWELLER

Courtesy: Neetti Designer Jewellery
Gold, of course, is my go-to metal. But I
also experiment with other material like
wood, oil paints, glass... it depends on the
subject. Material is decided later. And yes,
there are times when a particular material
appeals to me and then I begin to design
around it. It is a fluid process,” says Anand
Shah of Anand Shah Jewels.
Uniqueness is also a challenge, in this
world filled with intense competition.
“None of our pieces are repeated, the
elements but my be common, my designs
revolve around different coloured stones.
So I try to procure choicest of coloured
Courtesy: Sanskriti Jewels
stones. The rose-cuts that I use will be
different, we change traditional ideas of
design even the chakri we use is different.
None of my pieces will be identical.
Then when these unique and intricately
cut pieces are brought together the final
product becomes absolutely stunning.
We also pay attention to the sajavat of
the jewellery and all of this attracts the
consumer,” informs Nidhish Lotia of
Neetti Designer Jewellery.He asserts
that while creating a piece of jewellery
he focuses only on design and not on
saleability of the product. “Over the
years, my karigars understand my design
language and there is a lot of back and
forth that happens in terms of the finish,
enamels, gem setting, the curves of the
piece and more. I am an impatient artist
and I like to see my concept turn into a
beautiful creation as soon as possible,” says
Anand Shah.
The Saleability factor
The saleability factor comes in at a much
later stage. “Once the design is finalized
then we think of what coloured stones of
what quality to use and the metal required
to make the jewellery. We have to ensure
that the cost of every element is in check.
Making an exorbitantly expensive piece
is not wise. The piece should look worthy
of the cost of every element that goes
into its making,” explains Gilara. One
also has to factor in for change in prices
of individual elements, which has to be
affordable. “Today the line between price
and pricelessness of a piece of jewellery is
indeed too thin,” explains Dheeraj. Also,
exquisiteness and perfection are matters
of creativity after which the business
aspect will be taken into consideration.
“If you make sure that you are offering
unbounded creativity by balancing it
along with the wearability and pricepoint
of the product; then saleability
won’t be a problem,” believes Nidhi.
“Undoubtedly there is a market share
for unique and out of the box designer
products and you have such clients too.
If one understands these aspects, he will
pitch it to his clients,” Nidhi adds. While
Dheeraj words it as: ‘This is precisely
where pricelessness and price come into
An astute businessman
can never leave out
the business angle.
Every collection is
meant to be sold, a
manufacturer does not
launch collections only
in order to quench his
creative thirst. It has to
be saleable and ensuring
saleability of products is
an important challenge
that every manufacturer
addresses.
Nitin Gilara,
Rambhajo’s
Launching a whole new
collection is mostly
intuition-based and is
influenced by the core
idea or theme, technique
or application that comes
to my mind. There are no
hard and fast rules here,
it is a sublime process
and takes a while to
really materialize.
Nidhi Garodia, Sanskriti
Jewels
INDIAN JEWELLER | february - March 2021 | 39

Special Feature
Gold, of course, is my go-to
metal. But I also experiment
with other material like wood,
oil paints, glass... it depends
on the subject. Material is
decided later. And yes, there
are times when a particular
material appeals to me and
then I begin to design around
it. It is a fluid process
Anand Shah,
Anand Shah Jewels
Courtesy: Kotawala Fine Jewels
play. Creativity is priceless and product
always will have a price tag.’
Only when you make these products
available and visible at your store, you
would be able to address customer’s needs.
Therefore, manufacturers ought to make
sure that their products are balancing out
both these aspects well.
My designs revolve around
different coloured stones.
So I try to procure choicest
of coloured stones. The
rose-cuts that I use will
be different, we change
traditional ideas of Even the
chakri we use is different.
None of my pieces will be
identical. Then when these
unique and intricately cut
pieces are brought together
the final product becomes
absolutely stunning. We also
pay attention to the sajavat
of the jewellery and all of this
attracts the consumer.
Nidhish Lotia, Neetti
Designer Jewellery
There’s never an end
Creativity is an ongoing process and the
excitement is, “To see your imagination
take shape in the form of a beautiful
piece of jewellery. It is a painstaking and
intricate effort and often a teamwork,”
explains Nidhish. The taste of the pudding
is in eating it – every manufacturer
puts in his or her best effort – it is
however when the product is sold and
appreciated by the ultimate consumer
s/he gets the satisfaction of having
created a masterpiece. “Sadly, in jewellery
making the manufacturer and designer
go unnoticed. You look at a Manish
Malhotra lehenga and you are willing to
Courtesy: Rambhajo’s
Courtesy: Anand Shah Jewels
pay any price for it. And go all gaga over
the designer’s work. But you have bought
a diamond set which adds perhaps a lot
of value to your persona and is expensive
and can be worn again and again on
different occasions yet consumers will not
even once want to know the name of the
designer,” says Dheeraj.
40 | february - March 2021 | INDIAN JEWELLER

Special SpeciAL Feature FeAture
A Day in the Life of a Jeweller
A Peek Into WhAt A
JeWeller’s DAy looks lIke
From strict morning routines that keeps them going for the rest
of the day, taking quick cat naps to ensure the evenings are
energetic to handling staff problems and client requirements,
this is how a day in the life of these jewellers looks like,
observes Vijetha Rangabashyam
42 | february - March 2021 | INDIAN JEWELLER

‘Never doubt a customer’s intention to buy’
Pratap Kamath – Abaran Timeless, Bengaluru
Most important morning ritual to
ensure optimum productivity:
I rise early say by 5.45 am. Going to
the gym for a cardio session helps me
throughout the day. It keeps me in good
spirits.
Morning meetings:
I go to work by 9.30 am. With the entire
team, we do breathing exercise to clear
the air and mind. We have a quality policy
which we repeat together, to ensure that
whatever we do the rest of the day,
we do it together. We discuss
an incident that might have
happened the previous day.
Breaks or no breaks?
I need a nap in the afternoon
for 45 min and I work till 9 in
the evenings, if I don’t take my
afternoon nap, I don’t feel energized
the rest of the day. Evenings are the time
I need to be very productive.
When an employee slips up?
I am a very hands on person – if
something goes wrong, I am mostly able
to visually identify the same. I make a
note of the errors that I observe. So
after the interaction with the customers,
which I see on the shop floor or via
CCTV, I understand what exactly has
happened and I explain to them the right
thing that needs to be done. We explain
to the staff to what went wrong and what
corrective action needs to be taken. We
site this as an example in the next day’s
meeting, not to humiliate the person, but
as a preventive measure and understand
what went wrong and how to remedy it
if the same thing happened again.
Secret to being a successful jeweller:
Doing ordinary things in an extraordinary
manner to enhance customer delight
is important. For instance, wear gloves
while serving water, stand while
they finish drinking water,
immediately clear the glasses,
etc. Now this is an extremely
ordinary task, but if it is
done with genuine care
and display of hospitality it
makes a customer feel nice.
I always brief my staff about
showing a genuine interest in client
needs. Display of enthusiasm is a must.
Calling it a day :
I go through the reports – especially
every customer who walks out without a
purchase – I try to understand why they
have done so.
TIP SHEET
Sometimes clients walk
in with different purposes
– window shopping or to
compare prices, or they
want to buy something for
a wedding, in which case
the whole buying may
not happen at once but
over a few sittings. So we
treat every customer as
a potential buyer. We pay
total attention to every
customer. Never doubt a
customer’s intention to
buy – from the time he
walks in till the time he or
she walks out, treat every
customer with the same
attention they deserve.
INDIAN JEWELLER | february - March 2021 | 43

Special Feature
‘Clients need to be attended to with a rhythm. The
tempo should not be hindered’
Viraj Sheth – Batukbhai Sons Jewellers, Nagpur
Most important morning ritual to
ensure optimum productivity :
Amazing workout – so that I am ready to
face the challenges the day may
bring. The more energetic
your morning the more
productive your day is
going to be.
Morning meetings :
I get to work at around
10.30 am. We have new staff
coming in, old staff going out
– it is an ongoing process; so our
meetings are generic in nature so that
everyone feels involved in the meeting –
we talk to them about being calm and
cool throughout the day and how they
should be polite towards customers and
we give them the confidence, so that they
are able to handle customers on their
own. We tell them that every customer
is important. If there are any hiccups
we are of course there. They also are
enthusiastic, early in the morning. We see
to it that there is only motivation in these
meetings, and no pressure.
Breaks or no breaks?
There are no breaks, the only break one
is allowed are loo breaks. Clients need to
be attended to with a rhythm. The tempo
should not be hindered, so we cannot
take breaks. If there is a little gap available
till the next client walks in, I can grab a
quick bite, have some tea or simply splash
water on my face to rejuvenate so that
when the client is in the store, I can give
my full attention to him/her.
When an employee slips up?
If it is in relation to handling a customer,
then we ask the staff to step aside and
allow a more experienced staff to take
over. We don’t reprimand staff in front
of customers. For all you know, the staff
member may not be having a bad day –
so we talk it out and discuss the matter
openly. We try to understand their side of
the case. Everyone can’t be at their peak
performance every single day. If there was
a genuine mistake – we encourage them
to do what is right – and advise them on
what they need to do the next time.
Secret to being a successful jeweller :
You learn from your mistakes. When
you commit them, they give you an
opportunity to learn. For example in a
show, I buy some pieces instinctively– I
don’t hold myself back. But sometimes
these products don’t get sold at all and
sometimes they become the hottest
selling items. So it’s the buying decision
that matters. Without going ahead with
the decision, I would not know what
sells and what doesn’t with the ultimate
consumer.
Calling it a day :
I try to go over how the day was and see
what could have been done better. We
tally accounts and sales on a weekly basis.
We evaluate each week’s performance.
TIP SHEET
You should communicate with clients like you would with a good friend – develop a
neat rapport. So they feel like buying more. Often we know our clients and we know
their taste – so after a while, suddenly, one piece of jewellery comes to my mind
and I show it to her and she immediately buys it. One needs to be very attentive to
the clients’ needs and one has to have sharp focus. Also, I believe in not letting the
selection stretch over a long time – then the deal goes haywire.
44 | february - March 2021 | INDIAN JEWELLER

‘I make a schedule that allows for short breaks to maintain
optimum efficiency’
Suraj Shantakumar - Kirtilals, Coimbatore
Most important morning ritual to
ensure optimum productivity:
I meditate daily and plan my schedule for
the day.
Morning meetings:
The team has a morning
huddle, they discuss key
priorities for the day,
operational points that they
need to address during the day.
What they need to do during the
day, what kinds of customers may walk
in and what are the products each one of
them will be showing.
Breaks or no breaks?
I make a schedule that allows for short
breaks to maintain optimum efficiency
level during the day. It is important to
maintain energy levels, it always helps.
When an employee slips up?
This depends on what the issue is
– if it’s a big issue then it has to
be handled in a stern way, if
small, we ensure that they get
counselling. Mistakes are part
and parcel of work.
Secret to being a successful
jeweller:
Clearly defined goals are important and
also learn to adapt to changing situations.
Calling it a day :
At the end of each day, showroom
inventory needs to be tallied. We review
the day quickly and look at what’s in
store for the next day.
“A perfect balance of food, rest and sleep is essential”
Ketan Choksi - Narayan Jewellers, Vadodara
Most important morning
ritual to ensure
optimum productivity :
I begin my day with
exercise, which keeps me
positive and energetic
through the day.
Morning meetings:
My morning meetings are
with accounts teams. And sales
and administrative meetings are in
the evening. My mantra is to have
clients satisfied and ensure a good
conversion rate. If a client is not
satisfied, we try to analyse why. We
have a system where we talk to
clients during their anniversaries or
birthdays. So I follow up with the
sales personnel whether what
they spoke to clients.
Breaks or no breaks?
I am very busy on some
days and sometimes the
appointments get stretched
for hours – we can’t take any
time out during such meetings.
Secret to being a successful
jeweller :
A perfect balance of food, rest and sleep
are essential. I have a very disciplined
life. I do a lot of pooja or meditation
a lot and that keeps me focused and
productive during the day.
INDIAN JEWELLER | february - March 2021 | 45

Special Feature
“When an employee walks in with an issue, I first give
them a chocolate”
Saket Keshri– Ratnalaya Jewellers, Patna
TIP SHEET
One day an employee
had a problem with HR
and the store manager.
We work 7 days a week
and we have weekly
offs on rotation for all
the employees. We
don’t allow them to
adjust their leaves. So
she misunderstood
that someone else was
adjusting his weekly
off and that we were
favouring him. So the
first thing I did when
she walked in agitatedly,
I gave her a chocolate
then I spoke to her and
explained how our system
works in the best interest
of employees instead of
working against them. I
want to make each one
use their time in the store
most productively. So this
system has been devised
with that purpose in mind.
I never take sides, I take a
neutral stand. I explain the
whole situation without
any bias.
Most important morning ritual to
ensure optimum productivity :
Our day begins by 10 am and everyone is
in by 11 am. We clean the store—take out
the stock and once the store is ready – we
start with gayatri mantra and a three word
affirmation-based prayer with three (3-
2-1) claps. And we share some fun facts
about the G & J industry. So, it builds
general knowledge.
Morning meetings:
We begin with a thought for the day
in a five-minute meeting and have a
two-minute discussion – wherein our
employees bring an important fact to
notice with the store manager, who then
addresses the matter. We have a fun zone,
where the HR team paints the thought
for the day – the bulletin board carries
these thoughts for the day along with
employee events, pictures, etc.
Breaks or no breaks?
I generally come by 11.30 am, so I am
fresh and exuberant throughout the day.
I just sit and breathe deeply for
two-three minutes, usually that
refreshes me. If the stress level
is higher, then I quickly call
a good friend or a vendor
or someone with whom I
don’t discuss business – this
usually helps in de-stressing
the mind.
When an employee slips up?
We have a hierarchy we follow – HR sorts
out the matter. If the problem persists,
the store manager intervenes. I am not
involved in micro management – if an
employee comes to me – I listen to their
POV and then hear the management’s
POV.
Secret to being a successful jeweller:
Ambition, passion and vision. Vision
helps in making goals – short term
and long term. You need to
work hard to get ahead of the
competition. You need to
be consistent and passionate
about your work.
Calling it a day:
We go over the day and I try
to discuss with the team about their
achievements and where they need to
improve. We have an informal chat.
46 | february - March 2021 | INDIAN JEWELLER

“I try to motivate people around me with
a positive attitude”
Gaurav Gaur – Pandit Jewellers, UP
Most important morning ritual to
ensure optimum productivity :
I take a brisk walk almost everyday and
meditate for 15 min. By 11 am I reach
office.
Morning meetings :
Revolves around staff
behaviour and customer
satisfaction.
Breaks or no breaks?
I don’t need any breaks during
the day. I usually take a small tea
or coffee break if it is needed.
When an employee slips up?
We understand his or her POV and
make the person understand how Pundit
Jewellers operates and the values we stand
for. We allow them correct themselves and
usually we have seen a positive change in
their behaviour.
Calling it a day :
Mostly all customers have
given us good reviews and are
happy with our staff.
Secret to being a
successful jeweller :
I try to keep a good attitude
and keep the morale high with
clients and staff. I try to motivate people
around me with a positive attitude. I
conduct my business with transparency
and keep a clear conscience.
‘When I workout, my head is clear and I
get the best ideas’
Ankit Doshi – Bharti Jewellers, Mumbai
Most important morning
ritual to ensure
optimum productivity :
I begin my day with an
hour of workout. It is
the me time I get where
I am able to think of
ideas because my mind is
very clear.
Morning meetings :
I go to office at 10.30 am. We discuss
customer preferences and go over
the inventory every 3-4 days.
Breaks or no breaks?
I don’t really get the time to breaks
on a working day!
When an employee slips up?
This depends on how
severe the mistake is – we
make the staff member
understand what went
wrong and how they can
improve themselves. We
give everyone a chance
to improve themselves and
correct their behaviour.
Calling it a day :
All customers’ reviews are revisited. I
make sure what clients prefer and what
they really like.
Secret to being a successful jeweller :
Being in touch with clients and having
a good rapport with them. We make
new designs based on their feedback.
We want to keep our customers happy
– only that matters.
INDIAN JEWELLER | february - March 2021 | 47

Special Feature
‘We instill the feeling of ownership among our
employees and they feel committed to do the work’
Sudeep & Neha Sethi, Zevar by Sethis, Indore
TIP SHEET
We make it a point to keep
ourselves updated with
latest trends in attire and
accessories so that we
can offer our clients the
very best. So after a short
discussion we are able to
gauge why the client is
visiting the store – whether
she has come to simply
look through the products
offered for sale, or really
buy something, or she is a
first time client or a regular
customer. Our staff is well
trained in dealing with all
kinds of clients. We give
a lot of importance to
what the client wants. We
show her the products she
wishes to see and often
even convert a buyer who
has come to merely browse
through our stock into a
customer. We have nearly
85 percent conversion rate
in our store. If this rate
falls due to any reason,
we immediately look for
lacunae in the working,
inventory or any other area
and resolve it.
Most important morning ritual to
ensure optimum productivity:
I go for a walk and play badminton, which
keeps me active throughout the day.
Thereafter I have a sumptuous breakfast
with my family – this meal is nearly like
a brunch, so I often skip lunch during a
busy day. I visit the temple and offer my
prayers – it brings calmness.
Morning meetings:
I reach office by 10.30 am. My team
arrives before and starts preparing the
worksheets and schedule for the day. First
half an hour we have a discussion about
pending orders, any customer query
that needs to be addressed etc. Neha
Sethi, my wife primarily looks after the
retail segment and I shuttle between our
manufacturing office and retail store. Our
store opens earlier than the office. After a
short visit to the store, I go to the office.
There too I discuss every matter with
my uncle, Yogendra Sethi and my staff
– concerning merchandising, designing,
software, inventory, etc.
Breaks or no breaks?
I enjoy my work, so I don’t
need any break throughout
day. I have no time for breaks
as well. I can work constantly
for hours together.
When an employee slips up?
Generally, I work very amicably
with my employees as well. We instill
the feeling of ownership among our
employees and they feel committed to do
the work. Even a peon who works for us
may be at least 15 years in service. We are
blessed to have a great team. I delegate a
lot of work and assign duties to the next
in command. I always create a next line
of command.
Secret to being a successful jeweller:
Pay full attention to the client. No client
should ever be dissatisfied. Customer
satisfaction and exquisite product range
is important for success. We always work
towards making both of these a reality.
Calling it a day:
We always try to find out the
reasons why some clients
walked away without buying
anything – and whether we
could have done anything
different to convert them
into real customers. We often
review our inventory to find out
which items are fast selling, which may
take a while to sell and why. How we
can sell the slow moving items better?
We put those items on promotional
offer or even at times bundle it with our
best selling items, it works well. We also
address delays that may be occurring at
the manufacturing end and think of ways
to speed up matters on that front.
48 | february - March 2021 | INDIAN JEWELLER

Special RepoRt
Gold Monetisation Scheme
The New & ReNewed Gold
MoNeTisaTioN scheMe
The Gold Monetisation Scheme(GMS) was first introduced by the
government of India in 2015 but owing to some functional difficulties
it was not as successful. With a view to bring out idle gold lying in
families for generations and to allow gold owners to monetise it, the
government of India plans to bring about some changes in the Gold
Monetisation Scheme (GMS).Stalwarts from G & J sector decode the
recent changes expected to the Gold Monetisation Scheme
50 | february - March 2021 | INDIAN JEWELLER

The changes to the Gold Monetisation Scheme were initially proposed by
GJC and we had given the government a roadmap, specifically suggesting
including jewellers in the scheme. In earlier scheme, customers had to
go to the collection centres, the individual, middle and upper middle class
customers or women wouldn’t go to an unknown place to deposit the
gold that was the problem
Ashish Pethe, Chairman, GJC
Under the new Gold Monetization
Scheme (2021), the government
can now make it mandatory to
provide service to customers under the
GMS in at least 50 percent branches of
every bank. At the same time, jewellers
can also get the right to take gold deposits
under this scheme. “The changes to the
Gold Monetisation Scheme were initially
proposed by GJC and we had given
the government a roadmap, specifically
suggesting including jewellers in the
scheme. In earlier scheme, customers
had to go to the collection centres, the
individual, middle and upper middle class
customers or women wouldn’t go to an
unknown place to deposit the gold that
was the problem. Jewellers have a longstanding
relationship with their clients.
Jewellers will also give the last mile
connectivity to the government on the
scheme. If you go to small towns there
will be a jeweller so it will give last mile
connectivity to implement the scheme
and it will be easier for a customer to
reach out to the jeweller as well,” explains
Ashish Pethe, Chairman of GJC.
New GMS and its key features
Under the revamped gold deposit scheme,
investors can earn 2.25 per cent interest
on medium and long-term gold deposits
having 5-7 years and 12-15 years tenure.
Gold is accepted in the form of raw
gold including gold bars, coins, jewellery
excluding stones and other metals
under the scheme. Adds Pethe, “Also, as
per the revised norms, there are certain
qualifications that have been assigned for
jewellers as well. The jeweller also has to
be a noted retailer who has a BIS license,
has an account with State Bank of India
for depositing the gold. So it is not that
every jeweller will qualify to become a
collection centre. There is a process in
place. So customers are not at risk.”
The government is planning to tweak
the existing gold deposit and gold metal
loan schemes to wean away investors
from excessive investment in physical
gold. The changes will make it eligible
for a larger number of people to open
gold deposit accounts as the minimum
amount of deposit required in these gold
accounts will be reduced substantially and
other changes introduced to make these
more attractive. Despite the government’s
emphasis on gold monetisation over
the last few years, including issuing
gold bonds as part of its borrowing
programmes, investment in physical gold
and purchases of jewellery continues to
outpace investment through financial
channels.
A number of new regulations have been
finalised in existing Gold Deposit Scheme,
revamped Gold Metal Loan Scheme and
India Gold Coin Scheme. These changes
have been recently reviewed by the
Finance Minister (Nirmala Sitharaman).
Depositors can earn
interest on gold
Gold investors need to bring in minimum
of 30 grams of gold, which is roughly
worth Rs 1.5 lakh at current prices under
the scheme. Sources said this amount will
be substantially reduced to ensure that
large number of people are able to open
gold deposit accounts.
The minimum requirements of 30
grams could be reduced to 1 gram.
Interest earnings and capital gains under
the scheme will continue to be exempt
from capital gains tax, wealth tax and
income tax.
INDIAN JEWELLER | february - March 2021 | 51

Special RepoRt
A jeweller collects
gold deposits from his
customers and he can
deposit it in the bank
under this scheme and
he would also get some
commission percentage
on the gold deposit
collected. So it would
be a win-win situation
for the jeweller. It will
be beneficial for the
customers also where
their idle gold which
is lying in their lockers
and which is of no use
to them can be used in
a better way by giving
them some income
Vastupal Ranka, Ranka
Jewellers, Pune
Some jewellery retailers also will be
able to accept gold deposits under the
new improved
GMS certificates can be traded
like securities
The certificates which are issued to the
depositor under GMS – either by public
sector banks or jewellery retailers can
be traded like gold bonds and will allow
depositors several ways of monetizing
them. Explains Pethe, “A jeweller
connects with his erstwhile customers.
Customers too feel happy to trust a
jeweller whom they have known for
years together. In all these transactions we
generally earned around 1- 1.5%. There is
some additional income source that the
customer will have. Secondly, if you open
an account as a collection centre with the
bank the jeweller also has a better chance
of getting gold metal loans from the
same bank. So it is a win-win situation.
Banks get an additional revenue source by
lending this gold to the jewellery business
and earn interest on it. Jewellers will get
additional customers plus they earn some
money out of these transactions. And the
customer will deposit this gold in a place
where he/she is comfortable.”
Jewellers’ take on new GMS
The revamped Gold Monetisation
Scheme that seeks to unlock an estimated
22,000 tonnes of idle gold lying in
Indian households by reducing minimum
deposit to 10 grams, involving jewellers,
and making all state-run banks participate
in it.
At least one third of the public
sector bank branches in all towns will
have to provide the revamped gold
deposit scheme on demand with special
designated officers, and the minimum
deposit under the scheme has now been
reduced to 10 grams from earlier 30 grams,
finance ministry said in a notification.
The government will also request the
private sector banks to participate in the
revamped Gold Monetisation Scheme
(GMS) that will incentivise participating
jewellers. According to Vastupal Ranka
of Ranka Jewellers, Pune, “Banks would
get enough deposits which would help
reduce gold imports. It would also help
banks to give metal loans to the jewellers
at a minimum rate of interest. Suppose,
for Diwali season a small jeweller needs
certain gold loans for a period of 2-3
months, so they can easily take it from
the banks at a low rate of interest for that
particular time period. Also, as jewellers
are appointed by the bank it will amount
to increase the goodwill of the jeweller.
If a jeweller collects gold deposits from
his customers and he can deposit it in the
bank under this scheme and he would
also get some commission percentage on
the gold deposit collected. So it would
be a win-win situation for the jeweller.
It will be beneficial for the customers
also where their idle gold which is lying
in their lockers and which is of no use
to them can be used in a better way by
giving them some income on the gold
which is lying unused .” In case of NRI
customers, their deposits will have to be
handled by their respective chartered
accountants, maybe they have an account
in an Indian bank so that they can take
advantage of this scheme. “As for now,
there is not much clarity about it right
Points to remember
Gold is accepted in the form of
raw gold including gold bars, coins,
jewellery excluding stones and
other metals under the scheme
Government can now make
it mandatory to provide service
to customers under the GMS
scheme in at least 50 percent
branches of every bank
Investors need to bring in
minimum of 30 grams of gold,
which is roughly worth Rs 1.5
lakh at current prices under the
scheme
Jewellers can also get the
right to take gold deposits
under this scheme
52 | february - March 2021 | INDIAN JEWELLER

now, the govt has given the basic outline
of it,” informs Ranka.
According to the revamped GMS, in
the first stage, issue of medium-term
gold deposit (MTGD) and long-term
gold deposit (LTGD) certificates by
banks will be moved to a secure digital
platform, to be developed by State
Bank of India. Thereafter, a regulated
securities depository will be designated
by SBI to hold the certificates in a digital
demat format.Says Parag Chheda of
Chheda Jewellers, Mumbai, “Jewellers
can aid government to procure gold
from ultimate consumers. It is surely a
The minimum
requirements of 30 grams
could be reduced to 1 gram
Interest earnings and
capital gains under the scheme
will continue to be exempt
from capital gains tax, wealth
tax and income tax
welcome change and government needs
to increase returns to clients and jewellers
as well. Any investor will look at rate
of returns, in India this rate of return is
really low. The lock-in period too is quite
long. Jewellers should be made channel
partners, and the revenue returns for
jewellers should improve. Jewellers should
also be allowed trade in the gold collected
from consumers. They should be allowed
re-finance of the gold they have collected
and the gold as a loan can be given to
jewellers at a nominal interest. This will
reduce gold import and will be a great
boost to the G & J sector .”
Under the revamped
gold deposit scheme,
investors can earn 2.25
per cent interest on
medium- and long-term
gold deposits having 5-7
years and 12-15 years
tenure
Jewellers can aid
government to procure
gold from ultimate
consumers. It is surely
a welcome change and
government needs
to increase returns to
clients and jewellers as
well. Any investor will
look at rate of returns, in
India this rate of return
is really low. The lock-in
period too is quite long.
Jewellers should be
made channel partners,
and the revenue
returns for jewellers
should improve.
Jewellers should also
be allowed trade in the
gold collected from
consumers. They should
be allowed re-finance
of the gold they have
collected and the gold
as a loan can be given to
jewellers at a nominal
interest. This will reduce
gold import and will be a
great boost to the G & J
sector
Parag Chheda, Chheda
Jewellers, Mumbai
INDIAN JEWELLER | february - March 2021 | 53

Special RepoRt
Gold Monetisation Scheme:
Banker’s perspective
Government of India has recently
announced amendments and revamping
of gold monetization scheme and issued
a circular to that effect. It enlarges the
scope of the existing GMS. It also permits
jewellers to act as collection and purity
testing centres on behalf of banks. State
Bank of India has been mandated to
create a securities depository to hold R-
GDS (Revamped Gold Deposit Scheme)
certificates in digital format. R- GDS
certificates shall be made tradable and
transferable to make
it more investor
friendly. Banks will
be permitted to
provide loans against
these certificates. At
present more clarity
from government is
expected as to which
banks will participate in the revised GMS.
By enrolling jewellery units under GMS,
time taken for testing of gold will reduce
and customers will get their certification
easily . The purpose of GMS is to use idle
gold lying in households, recycle it and put
it to productive uses. It also aims reduce
gold import. As the revised GMS becomes
more successful and gold deposits with
public sector banks improve, Gold Metal
Loans (GML) provisions can be revisited
and may be made more liberal to include
smaller jewellers as well.
P N Prasad, Director, Bank of India; Senior
Advisor to GJEPC, Member of the CII Sub
Group on Gold Monetisation Scheme
Tax exemption
One can deposit gold in any form (bars, coins,
jewellery excluding stones and other metals) in a
GMS account with banks to earn interest and also
not lose out on the appreciation in gold value. The
income under GMS also enjoys exemption from
income-tax in India.
How does it work?
Any Indian resident can approach the Collection
and Purity Testing Centre (CPTC) with the gold.
The CPTC tests the purity of the gold and provides
advice. On the basis of this advice, the bank
deposits the amount specified in the advice in the
GMS account and issues a deposit certificate. The
GMS accounts are subject to KYC norms. In some
cases, the banks can directly collect the gold and
provide deposit certificates.
Why has GMS not picked up?
Indians consider gold as a safe investment option
as gold has long been an effective hedge against
inflation. However GMS, with all its benefits and
attractive features, has not quite picked up pace
owing to factors such as lack of awareness about
GMS, low interest rates and the classic Indian desire
for holding physical gold.
How can it be made popular?
Tweaks to the GMS, which may be undertaken
as policy changes in a gradual manner, would
help make it popular. Increasing the interest rates
to 4%-5% is likely to generate greater financial
interest and may compensate for any loss arising
on account of making-charges and process-loss
on the gold, if it is sold in times of hardship, such
as Covid. Also enabling a regulated market for
trading the GMS certificates could enhance liquidity
thereby promoting the GMS.
54 | february - March 2021 | INDIAN JEWELLER

GMS security will be tradable
in the market
Jewellers will be encouraged to set up
BIS-approved collection and purity
testing centres (CPTCs) under the
scheme. Participating banks and refineries
will take steps to enter into agreement
with sufficient number of CPTCs so
that GMS can be offered in significantly
larger number of branches.Banks have
also been permitted to buy Indianrefined
gold from the market and gold
exchange under the scheme.All these
changes are expected to revive GMS
that has remained a non-starter since
its introduction in November 2015.
Mobilising most of the idle gold from
Indian households will help the country
reduce dependence on import of gold
and address the issue of current account
deficit. The revamped gold monetisation
scheme will bring pathbreaking changes
in the bullion and jewellery sector
with the introduction of GMS security,
repayment of GML in terms of Indian
refined gold, allowing banks to buy Indian
gold through exchanges, ease of GML
loan, and reduction of minimum deposit
to 10 grams from existing 30 grams.
Including jewellers in GMS is a
major move as Indian households trust
their family jewellers and therefore
mobilisation of idle gold lying in the
lockers will become comparatively easier.
The involvement of jewellers to run GMS
scheme shall make the entire scheme
consumer-friendly and will benefit
jewellers in big way. This move will
empower Indian economy by bringing
unused gold lying idle in households in
India into the market and allowing gold
owners to earn interest on their deposits.
“It will help bring at least 25,000-
100,000 tons of gold back into the Indian
economy. Banks were not equipped to
handle all of these gold deposits on their
own and therefore government has made
certain reputed and qualitatively capable
jewellery retailers collection centres for
this gold. Jewellers will be intermediaries
between customers and banks and help
iron out any difficulties that banks may
face in procuring gold deposits from
ultimate consumers. Jewellers can purify
the gold and hand it over to banks . A lot
of people are currently coming forward
to deposit their idle gold under this
scheme,” explains Dr Saurabh Gadgil,
PNG Jewellers, Maharashtra.
Gold trading abroad
Turkey is aggressive in terms of gold
products. They have gold insurance, gold
credit cards etc and one can purchase
insurance for gold and pay its premium
in gold. On maturity customers get gold
of said maturity value. You can also have
gold bank accounts, which are just like
a normal bank saving account only in
gold. Turkey is very progressive in terms
of gold. LBMA (London Bullion Market
Association) and New York also has many
gold products. “E-gold, paper gold are all
gold-based financial products which help
enhance gold deposit in the country,”
adds Gadgil.
All in all, Gold Monetisation Scheme
promises to reduce the burden on import
of yellow metal gold and help source gold
through holdings of gold from Indian
households and companies.
It will help bring at least
25,000-100,000 tons
of gold back into the
Indian economy. Banks
were not equipped to
handle all of these gold
deposits on their own and
therefore government
has made certain reputed
and qualitatively capable
jewellery retailers
collection centres for this
gold. Jewellers will be
intermediaries between
customers and banks and
help iron out any difficulties
that banks may face in
procuring gold deposits
from ultimate consumers.
Jewellers can purify the gold
and hand it over to banks
Dr.Saurabh Gadgil, PNG
Jewellers, Maharashtra
INDIAN JEWELLER | february - March 2021 | 55

Brand Focus
Hema Shah, Creative Director,
Sparsh Jewellers
Sparsh Jewellers
Adding A Touch
of ElEgAncE And
hisTory To JEwEllEry
Rarely does one get to see such a
fine blend of aesthetics, colour, skill
and element of historic value come
together in contemporary jewellery.
Sparsh Jewellers creates pieces of fine
jewellery that truly establishes India on
the global map when it comes to gems
and jewellery. Hema Shah, Creative
Director, talks about catering to clients
from smaller cities and towns, where
they draw inspiration from and more
56 | february - March 2021 | INDIAN JEWELLER

No longer does beauty lie in the
eyes of the beholder, it has to
be developed meticulously and
made into accessories which will add the
right touch of glamour, aesthetics and
historical value to your life.
Quietly nestled in the buzzing city
of Mumbai, Sparsh Jewellers headed
by creative duo Hema and Suken Shah
do just that. They bring in the right
aesthetics, fashion quotient, culture and
lend historical significance to jewellery
that looks out of this world. It is not just
exquisite but a dream-come-true for
every woman.
“We often draw inspiration from
Nature. Peacock, the national bird of
India has provided inspiration for various
art forms; we too have drawn from this
magnificent bird’s beauty and elegance
and crafted some ethereal pieces of
jewellery which have received praise from
several jewellery connoisseurs from India
and abroad. We have used some of the
finest gemstones, diamonds and pearls to
recreate the magic of this bird into several
forms of jewellery” explains Hema Shah,
Creative Director, Sparsh Jewellers.
Sparsh Jewellers specialises in creation
of beautiful, ornate jewellery based
in - Mumbai, India. Their designs are
handmade and are inspired by the rich
Mughal era. Their motto is to preserve
the Indian heritage. They not only
promise beautiful, well crafted jewellery
but also deliver personalised jewellery
and excellent customer experience. With
a well experienced design team, the brand
adheres to the latest in jewellery design
and production.
Nature is the Best Inspiration
Their creations are works of art,
transforming inspirations from nature,
precious stones and finest metals into
creations that are sought-after one and
all. In a short span, Sparsh Jewellers label
has become synonymous in setting high
standards for style, quality, detailing,
design and elegance. This is a line of
limited edition jewels that lets the wearer
indulge in luxury.
“We specialise in curating ornate
jewellery using beautiful stones. This has
always been our forte. Our clients look up
to us for these kinds of jewellery pieces.
This time around our collection has an
amalgamation of selectively picked stone
layouts. Some of the most popular stones
we use are Australian Prenites, Burma
Jades, Madagascar Rose quartz and
Russian Emeralds,” explains Hema Shah.
NRTYAANGANA
Presenting the
magnanimous Indian
Heritage collection -
“NRTYAANGANA” The
Dancers of the Nature by
Sparsh Jewellers
India is known to have
a rich cultural heritage
combined with exclusive
flora and fauna. Their
beauty and opulence are
indeed marvelous. We have
tried to showcase cultural
glory and art blended
with the richness of fusion
polki by highlighting the
vibrant colours of nature
and its biodiversity, such
has dancing peacock, lotus,
feathers, autumn season
and and more”
Hema Shah, Creative
Director, Sparsh Jewellers
INDIAN JEWELLER | february - March 2021 | 57

Brand Focus
Latest Trends
Fusion jewellery is in great demand
now a days as they are easy to wear with
different outfits. They are very trendy and
can be easily worn on any occasion. “Our
designs adorn western, contemporary
classic and heritage look. We retain an
element of balance in our designs in spite
of using many elements, vivid colours
and different shades of French enamels.
Our creations usually have a wide price
range from two lakhs and goes up to 20
lakhs. Chokers have been the flavour of
this season and have recieved fantabulous
response. Also our mid-range neck pieces
at price point of Rs 7 to 10 lakhs have
done exceptionally well,” she informs.
Unique Creations
Their creations are spontaneous. In
fact majority of the designs don’t even
have a sketch. It’s created in their den
(their ‘think’ room) on the table. “We
draw inspiration from Nature and
our surroundings. We also get wildly
inspired from ancient architecture and
historical monuments from different
parts of the world. We believe in creating
extraordinary statement pieces which tell
their own story and actually resonate with
their brand,” explains Hema. They take
great pride when their clients can identify
their creations amongst hundreds of other
designs. They achieve an elaborate look
by using stones aesthetically and make
each piece look sublime.
The pandemic has
not really made us
change anything
in our strategy.
Yes, there were
challenges on skilled
manpower front in
the beginning. But
on the contrary for
us work has bounced
back extremely well
and way beyond our
anticipation. Our
price points have
always been a key
factor when it comes
to buying apart from
the design.
Marketability and more
“We believe the market share of our kind
of jewellery is increasing by every passing
day. We are extremely optimistic of the
demand. Most importantly, we have been
receiving encouraging demand from
2 tier and 3 tier cities which in a way
motivates us,” Hema informs.
They use pastel colours in plenty in
their collections which has been loved by
millennials. They call their pieces ‘Young
Jadau.’
Their line of jewellery goes very well
with New Age outfits. “We give a very
refreshing look and feel to our designs.
So we are focusing more on millennials
and brides. The pandemic has not really
made us change anything in our strategy.
Yes, there were challenges on skilled
manpower front in the beginning. But
on the contrary for us, work has bounced
back extremely well and way beyond
our anticipation. Our price points have
always been a key factor when it comes
to buying apart from the design,” she adds.
58 | february - March 2021 | INDIAN JEWELLER

In focus
Choker, Birdhichand
Ghanshyamdas
Jewellers
Choker crafted in 18K gold with pastel pink meenakari
and coloured stones, Aisshpra Gems and Jewels
Choker with uncut diamonds,
emerald cabachons and
pearls, Rosentiques
Pearl choker with emerald beads and
uncut diamonds, Tatiwalas Gehna
Chokers
Choker
Mania
As the wedding
season is in full swing,
chokers are back in
fad. From elaborate
pieces redolent with
gemstones to classic
pieces with ethnic
motifs, here are our
favourite pieces
Polki choker with emeralds,
rubies and pearls, Dia Gold
Lotus motif choker,
Jewels of Jaipur
60 | february - March 2021 | INDIAN JEWELLER

Gold choker with
enamel detailing,
Modern Jewellers
In focus
Choker with pastel coloured gemstones
and enamel detailing, Sparsh Jewellers
Bridal choker, Laxmi Jewellery
Export Pvt. Ltd
Statement choker,
Yashasvi, Kolkata
Navratna necklace,
PC Totuka & Sons
Emerald choker,
Jaipur Ratna by Anuj
Gems & Jewellery
Statement choker,
Rambhajo’s
Jadau choker,
Raniwana 1881
INDIAN JEWELLER | february - March 2021 | 61

In focus
Cocktail
flower ring,
Kohinoor
jewellers
Agra
Pink & blue
flower ring,
RK Jewellers
- South Ex
Gemstone
statement necklace
set in silver,
Emerald Jewel
Industry
Statement necklace,
Abhushan Diamonds & Gold
Spring Fling
Pastel pink earrings,
Sanskriti Jewels
A Burst of spring
The winter months are behind us, leading way to
colourful spring, synonymous with vibrant flowers,
chirpy birds and Mother Nature that is ripe and
abundant with freshness. Here are a few pieces
that remind us of the season
Statement earrings with
colour gemstones, Tara
Fine Jewels
Cocktail bird ring with enamel
flowers, Khanna Jewellers
Necklace with fire opal
statement flower pendant,
Abaran Timeless Jewellery
Bracelet, Entice, KGK Since 1905
62 | february - March 2021 | INDIAN JEWELLER

In focus
Gold and diamond vaddanam,
Krishna Pearls and Jewellers
22K Temple Deep Nagashi Vaddanam, Vaibhav Jewellers
22K Yellow Gold Vaddanam with Ruby,
Emerald, CZ Gems & Faceted Lotus Flower
Peacock Pendants, Viranji Jewelers
Waist-belt
ClinChed PerfeCtion
Waist-belts also known as oddiyanam or vaddanam in the South, are a staple
amidst south Indian brides. From plain gold waist belts with intricate work to
ones studded with diamonds and gemstones, here are our picks
Goddess Lakshmi Gold Vaddanam with ruby, emerald and
Polki studded with Flowers, Krishna Pearls and Jewellers
Gorgeous mayur oddiyanam, SVTM Jewels
22k yellow gold oddiyanam
or waist-belt set with
3 oval emeralds and
398 valanda or un-cut
diamonds. Hung with
pearls and emerald beads,
SVTM Jewels
Majestic diamond vadanam, Vaibhav Jewellers
Gold Vadanaam Belt engraved with beautiful
design attached by stone brouch with cultured
pearls, Krishna Pearls
INDIAN JEWELLER | february - March 2021 | 63

Show RepoRt
Couture India - The Holiday Edit
Couture IndIa HolIday edItIon
reInvIgorates tHe Industry wItH
a muCH-needed PHysICal sHow
Couture India Holiday Edition, held in Goa from March 19 to 21 was
a grand success and as the first offline show to be held since the
pandemic, it brought together topmost manufacturers and retailers
and therefore stood out from the rest of the G & J exhibitions and
shows conducted in the country
64 | february - March 2021 | INDIAN JEWELLER

Inauguration (L-R) Mansukh Kothari, Alok Kala, Pankaj Khurana, Ashish Pethe, Ishu Datwani,
Suhas MS, Himanshu Shekhar & Arpit Kala
First offline show, a grand
success
Owing to the pandemic, buyers were not
able to touch and feel jewellery before
making buying decisions and as a result,
actual buying had become considerably
restricted. This show was truly grand
in terms of setting and holiday-like
atmosphere and its offline nature, which
allowed buyers to touch and try-out
jewellery, giving them the real feel of
the jewellery, which invariably led to
more buying. Thus, exhibitors and buyers
both were extremely pleased with their
experience at Couture India Holiday
Edition.The show was inaugurated on
March 19 in the midst of top retailers: Ishu
Datwani of Anmol; Himanshu Shekhar
of Manoharlal Jewellers, Pankaj Khurana
of Khurana Jewellers, Ashish Pethe of
Waman Hari Pethe Jewellers, Suhas MS
of Bhima Jewellery, Mansukh Kothari,
convener, GJEPC along with organisers
Alok Kala and Arpit Kala.
Anand Prakash of Abhushan Jewellers
said, “This was the first offline show of
this grand scale which brought together
choicest of manufacturers, suppliers and
retailers from across India and gave them
an opportunity to trade in some select
jewellery. It was a great experience. With
the wedding season coming up, this
show was indeed timely and gave us an
excellent glimpse of what is on offer and
thereby we can stock up on these really
mind-boggling designs. The show was
really well curated.”
Speaking about their experience,
exhibitors at the show -- Suken and
Hema Shah of Sparsh Jewellers said, “The
show was a fantastic experience. A lot
of buyers came forth and they all came
with their families, as the destination
was indeed attractive – everyone was
enjoying the show and doing business. We
were very happy with the turnout. They
should have one exhibition in Goa every
year. We had presented Nature-based
The dignitaries at the Lamp Lighting Ceremony of Couture India - The Holiday Edit
INDIAN JEWELLER | february - March 2021 | 65

Show RepoRt
this because of the pandemic and in order
to ensure focused business-to-business
deals being transacted. “We retained our
core concept of the show but moved
the show to a safer city -- Goa, where
exhibitors and visitors could enjoy and do
business,” explains Arpit Kala organizer of
the show. Buyers and exhibitors resided
at the same venue where the exhibition
designs and we tried to bring the best in
contemporary designs as well.”
This year’s show was truly different.
Colour stones were in great demand– “I
was happy to see the choicest of jadau,
polki and diamond sets. It was truly
exciting to see pieces in various coloured
gemstones. We could actually pick up
the pieces and could try them on before
making the decision to buy,” recalls
Vikram Talwar of Talwarsons Jewellers,
Chandigarh.
While planning Couture India Holiday
Edition 2021, the organisers gave
highest importance to selecting limited
exhibitors and retailers. They had to do
Lakshmi Prasanna & Manogna Guvvala
of Creations Jewellery, Bengaluru
Retailers Speak
This was the first offline show
of this grand scale which
brought together choicest of
manufacturers, suppliers and
retailers from across India and
gave them an opportunity
to trade in some select
jewellery. It was a
great experience. With
the wedding season
coming up, this show
was indeed timely and
gave us an excellent glimpse
of what is on offer and thereby we
can stock up on these really mindboggling
designs. The show was
really well curated.
Anand Prakash, Abhushan
Jewellers, Agra
This year’s show was truly different. Colour stones
were in great demand this year – I was
happy to see the choicest of jadau,
polki and diamond sets. It was truly
exciting to see pieces in various coloured
gemstones. We could actually pick up
the pieces and try them on before making
the decision to buy
Vikram Talwar, Talwarsons Jewellers, Chandigarh
I was here for all three days, we got to see
excellent pieces on display. The participants
were handpicked, so we got to see a good
variety with select exhibitors – buying
decisions were easy to make and I was
thrilled to spend business cum leisure trip in
Goa because of Couture Holiday Edit
Kailash Kabra, KK Jewels, Ahmedabad
66 | february - March 2021 | INDIAN JEWELLER

was being held, this ensured maximum
convenience and perfect business cum
holiday environment. Couture Show was
the first offline show after a really long
hiatus caused due to the pandemic. “It
was very nicely organized. This platform
provided us a good out reach to the right
kind of clients and we were happy to be
Model adorning jewels from Jaipur
Ratna by Anuj Gems & Jewellery, Jaipur
a part of the show. It was indeed grand
and provided a good blend of leisure
and business,” said Abhiyant Raniwala,
Raniwala 1881, Jaipur.
“I was here for all three days, we got
to see excellent pieces on display. The
participants were handpicked, so we got to
see a good variety with select exhibitors –
buying decisions were easy to make and I
was thrilled to spend business cum leisure
trip in Goa because of Couture Holiday
Edit,” explained Kailash Kabra of KK
Jewels, Ahmedabad.
Manufacturers thrilled to
connect with retailers face-toface
“This time it was even grander – we saw
some very good and unique designs. The
antique jewellery collection was superb
and we really saw some exquisite designs.
We could touch and feel the jewellery
before buying. I was very happy to be
there,” said Anil Kataria of DP Jewellers,
Indore.
Couture Show always brings in a
different experience every year. Says
Couture India Show has
always been an exclusive
show, displaying some of
the finest designs. We saw
some exclusive designs,
especially in jadau, polki and
antique jewellery.
We have seen
new lightweight
jewellery and new
designs at the
show. Interacting
in a physical show
with our suppliers and
networking was really good
– being able to examine
jewellery physically brought
in the pre-Covid charm to
jewellery shopping
Vastupal Ranka, Ranka
Jewellers, Pune
This time it was grander – we saw some very good
and unique designs. The antique jewellery collection
was superb and we really saw some exquisite
designs. We could touch and feel the jewellery
before buying. I was very happy to be there.
Anil Kataria, DP Jewellers, Indore
We got to meet so many jewellers from different parts of
India, it was a great experience. We could meet a lot of
good suppliers and we could see some good designs.
We were happy we visited the Couture India Show.
Anupam Jain, Nikkamal Babu Ram Jewellers,
Chandigarh
Exhibitors were exclusive. I was happy to see
physical pieces after almost a year; it was a grand
experience, the stalls were well displayed and we
got to see a wide variety of jewellery.It was easier
to pick up the pieces and place orders.
Karuna Jain, P B Society Jewellers, Kanpur
INDIAN JEWELLER | february - March 2021 | 67

Show RepoRt
(L-R) Salil Khurana, Drishti Mishra Khurana, Prerna Khurana, Akshay Verma, Vedant
Anand, Aashray Khurana, Pankaj Khurana, Sumeet Anand & Sheetal Anand
and we could see some good designs.
We were happy to be part of Couture
India Show,” said Anupam and Rakesh
Jain of Nikkamal Babu Ram Jewellers,
Chandigarh.
Of Exclusivity and Exceptional
Designs
According to Vikas Mehta of Achal Jewels,
“Couture has always been a special show,
because we have selected suppliers and
buyers. The show is setup in a luxurious
setting. Buyers could touch and feel the
jewellery and that made a huge impact,
as over the past year we only had virtual
shows and buyers could not touch and
feel the goods which prevented them
Dheeraj Menda of Studio Rêves,
Mumbai, “It has a unique format, it has
limited number of manufacturers and
select retailers from across India – so
the focus on trade is always retained. It
is not like other shows where thousands
of products are displayed, and hordes of
customers are flocking every booth with
very few inquiries really materializing.
Here the keen focus ensures short and
sweet format, well-meaning and really
interested clients almost all of whom
want to do business with you.”
The hallmark of Couture Shows has
always been insightful curating and getting
select, jewellers together, and offering
some outstanding jewellery. Couture has
made a name for being arguably one of
best curated shows across the world. “This
was one of the few physical shows that
has happened and a premiere one at that.
Niche buyers and exhibitors, premium
products were put together on the same
platform.We could touch and feel the
products physically and interact with
exhibitors on a one to one basis. It was
a nice experience.It was indeed a grand
experience” said Agrime Garg, Exhibitor,
Estate Jewelry Ensemble.
It was a show which brought together
like-minded buyers and sellers with and
exquisite range of products, which they
could touch and feel. “Here we got to
meet so many jewellers from different
parts of India, it was a great experience.
We could meet a lot of good suppliers
Exhibitors Speak
Couture Show Holiday Edit proved its
merit in every way possible. We got
an opportunity to connect with
buyers face-to-face after a
very long time. And they got
to see the collection we’ve
been putting together for a
long time for this show. Also,
the fact that it happened in
Goa was an added bonus.
Sumit Kamalia, Uma Ornaments
Couture Show has a unique format.It has
limited number of manufacturers and select
retailers from across India – so the focus
on trade is always retained. It is not
like other shows where thousands
of products are displayed, and
hordes of customers are flocking
every booth with very few
inquiries really materializing. Here
the keen focus ensured a short and
sweet format, well-meaning and really
interested clients almost all of whom want
to do business with you.
Dheeraj Menda, Studio Rêves, Mumbai
68 | february - March 2021 | INDIAN JEWELLER

and antique jewellery. We have seen new
lightweight jewellery and new designs at
the show. Interacting in a physical show
with our suppliers and networking was
really good – being able to examine
jewellery physically brought in the pre-
Covid charm to jewellery shopping. It
was really nice being at the show,” said
Vastupal Ranka of Ranka Jewellers, Pune.
All in all, the show concluded --
opening the floodgates of gems and
jewellery trade once again, this time
regardless of the pandemic and amidst
some truly exquisite range of products
traded in a safe and hygienic manner.
from buying what they really wanted.
The climate here was good and overall
our experience has been very good.”
Jewellers were exclusive. “I was happy
to see physical pieces after almost a year;
it was grand experience.The stalls were
well displayed and we got to see a wide
variety of jewellery.It was easier to pick
up the pieces and place orders,” informed
Karuna Jain of P B Society Jewellers,
Kanpur.
Couture India Show has always been
an exclusive show, displaying some of
the finest designs. “Here we saw some
exclusive designs, especially in jadau, polki
Business & Leisure
It was not all work, of course! Goa being
a destination of fun and rejuvenation,
the entire industry – both retailers and
manufacturers let their hair down after
a hard day’s work. Day one ended with
a white party, where guests where all
dressed in white. Guests enjoyed the
breath taking views at the roof top, where
they could witness the expanse of Goa
and its sheer beauty. Day two also closed
with a much-needed beer night, where
everybody helped themselves with some
delicious cocktails crafted using different
brews of beer.
Couture has always been a
special show, because we have
select suppliers and buyers and
trade is quite focused.The show
is setup in a luxurious setting.
Buyers could touch and
feel the jewellery and
that made a huge
impact, as over the
past year we only
had virtual shows
and buyers could not
touch and feel the goods which
prevented them from buying
what they really wanted
Vikas Mehta, Achal Jewels,
Jaipur
Couture Show was the first offline show after a
really long hiatus caused due to the pandemic.
It was very nicely organized. This platform
provided us a good out reach to the right kind
of clients and we were happy to be a part of
the show. It was indeed grand and provided a
good blend of leisure and business.
Abhiyant Raniwala, Raniwala 1881, Jaipur
This was one of the few physical shows that has
happened and a premiere one at that. Premium
products were put together on the same
platform. We could touch and feel the products
physically and interact with exhibitors on a one
to one basis. It was a nice experience.
Agrim Garg, Estate Jewelry Ensemble, Jaipur
INDIAN JEWELLER | february - March 2021 | 69

Show RepoRt
exhibitors of Couture India - the holiday edit
Anju Jain & Vinnie Ghatiwala
trisha Datwani, Vinnie & Abhishek Ghatiwala
Gautam totuka & Naman Kala
Rahul Gupta, Varun Garodia, Aishwarya Nair,
Vaisakh Kollatt & Milan Chedda
Darshi Zaveri & Asang Shah
Vivek Jain &
Rishabh Jain
Anand prakash, Arpit Kala, Milan Chedda,
Sumit Kamalia & Siddharth Adeshra
70 | february - March 2021 | INDIAN JEWELLER
Abhiyant Raniwala, Arpit Kala, Gautam totuka,
Abhishek Raniwala, Ashish Kotawala, Nidhish Lotia
& Raghav Khandelwal

‘White Party’ Evening
Sponsored by Kotawala Fine
Jewels & Achal Jewels
Beer Night Sponsored by
Jaipur Ratna by Anuj Gems &
Jewellery, Jaipur
Models adorning jewels by Kotawala
Fine Jewels & Achal Jewels
Arpit & Riddhima Kala
Noelle Kadar & Akshat Ghiya
Models adorning jewels by
Kotawala Fine Jewels
Rita & Alok Kala
Sheetal Anand, Sumeet Anand, Akshay Verma, Prerna & Pankaj Khurana
INDIAN JEWELLER | february - March 2021 | 71

Show RepoRt
priyanka totuka, Arpit & Riddhima Kala
Gaurav Gaur & Anuj Jain
Sumit Kamalia & Meghna Saraogi
Akshay Verma, Sumit Anand, Arpit Kala, Gunjan Jain,
Ishu & Sunil Datwani
72 | february - March 2021 | INDIAN JEWELLER

Kishor Seth, Pradeep Solanki & Bharat Seth
Arpit Kala, Shankar Kedia, Gunjan Jain, Darshit Hirani &
Riddhima Kala
Padmini & Kiran Datwani
Arpit & Riddhima Kala, Abhishek
Raniwala & Nidhish Lotia
Trisha & Padmini Datwani
Ritish Jain & Puneet Jain
Priyesh & Vaibhav Nagar, Anand Prakash & Arpit Kala
Akshay Verma, Prerna, Pankaj, Drishti & Salil Khurana
& Sumeet Anand
INDIAN JEWELLER | february - March 2021 | 73

Policy & Market UPdate
India should become synonymous to gems and
jewellery - Colin Shah, Chairman, GJEPC
“India should become
synonymous to gems and
jewellery- when the world
thinks of gems and jewellery, India
should be the first name that pops
up in their mind”, said Colin Shah,
Chairman, Gem & Jewellery Export
Promotion Council (GJEPC) at the
3rd ICC Gems & Jewellery Summit
2021 organized by the Indian
Chamber of Commerce (ICC). He
informed that GJEPC has tied up
with e-commerce giants- amazon
and eBay to boost exports.
Additionally, recently, a common
facility centre (CFC) has been
built in Bowbazar, Kolkata that
will encourage even the smallest
Karigars to use technology at the
least cost and build global standard
products.
Rajeev Garg, ED & CEO, Gem
& Jewellery Skill Council of India
(GJSCI) informed that 3 laboratories
have become affiliated training
partners with GJSCI and that BIS
training will happen in collaboration
with GJSCI. He also said that GJSCI
has partnered with IIT Bombay and
launched a Centre of Excellence
(COE) for Jewellery Artificial
Intelligence & Data-science
Excellence. The pilot project of
GJSCI has 4 manufacturing giants
who has come together to share
best practices in terms of training.
GJSCI is also trying to create a
mechanism to help project hit ratio
through AI for jewelers.
Saiyam Mehra, Vice Chairman, All
India Gems & Jewellery Domestic
Council (GJC) said that at present
major attention is being given to the
Karigars and we need to provide all
infrastructure requirements for
them. Also opening up of mining
sector and setting up of bullion
banking are the need of the hour.
reduction in customs duty on gold and
silver brings huge relief to G & J industry
The finance minister Nirmala
Sitharaman presented the Union
Budget 2021 in Parliament on
February 1. The customs duty on gold
and silver was reduced. This is a major
step in helping create a level playing
field and controlling untoward modes
of importing gold in India. It is a very welcome
and much-awaited step and will reduce gold
smuggling, bring domestic gold prices closer to
the international pricing, and therefore lower
gold prices. Jewellers will require slightly lesser
working capital in INR. This move is
going to positively impact jewellers
and consumers both. This budget
ensures that the sector become
smore organized in several ways and
looks after the interest of the karigars
and MSMEs well. Gold will once again
be within reach of the middle class and lower
middle class due to reduced pricing. It will lead to
increased consumption of gold. Gold prices had
gone up, it had become increasingly out of reach
of people, hence this is a positive move.
76 | february - March 2021 | INDIAN JEWELLER

Policy & Market UPdate
GJePc signs MoU with eBay
to boost retail exports of
gems & jewellery from india
Exemption of AIDC on Gold/
silver bars and dore to boost
jewellery exports: GJEPC
The Finance Ministry has issued a notification
dated 17th February 2021, of the
amendments made to the finance bill 2021
with regards to the Agriculture Infrastructure and
Development Cess (AIDC) exemption on gold/
Silver bars and dore for exporters. However, it
maintains that the gold/silver bars and Dore
imported for domestic use will attract AIDC.
In the Finance Bill, 2021, Agriculture Infrastructure
and Development Cess (AIDC) of 2.5% was levied on
import of Gold/Silver Bars and Dore.
Colin Shah, Chairman, GJEPC said, “Exemption
of AIDC on Gold/Silver Bars and Dore is a master
stroke by Govt. which would have positive
implications on the growth of the gem and
jewellery export sector. This has come as a much
relief to our exporting community. This charge
of cess made the jewellery exports unviable
and uneconomical, as the cess is not a part of
import duty. Jewelleries are sold on International
pricing of gold and this additional cess hampers
the export & growth of the industry.” On 17th
February 2021, Finance Ministry, through a
notification no. 18/2021- Customs dated, 2021
Department of Revenue including Notification
no. 56/2000- Customs and 57/2000- Customs
announced the exemption of AIDC on import of
Gold/Silver Bars and Dore for exporters.
In yet another landmark step, The Gem
& Jewellery Export Promotion Council
(GJEPC), apex body of Gem & Jewellery
trade in India since 1966 signed an MoU
with ES Online Services (India) Pvt. Ltd. (an
eBay Group Company) to provide impetus
to Indian Gem & Jewellery sellers on the
global e marketplace and explore potential
business collaborations for facilitating
sectoral growth.
As a first step towards this endeavour,
eBay will create a micro site (‘Made in India’
page) for GJEPC Members selling in eBay
websites. GJEPC Members subscribing
on eBay marketplace(s) will be placed
together on this proposed micro site for
better accessibility.
ES Online will facilitate awareness
workshops/ webinars/ seminars
to educate GJEPC Members about
e-commerce retail exports opportunities
and train on policies and best practices
in product listings, selling, shipping, and
customer services. It will also provide
information on cross-border trade, such
as market studies, latest design trends,
standards and specifications etc. GJEPC on
the other hand, will provide infrastructure
support for conducting such awareness
workshops/seminars.
Vidmay Naini, Country Manager, eBay, India
78 | february - March 2021 | INDIAN JEWELLER

AssociAtion & trAde bodies
MMtc-PAMP appoints
Anika Agarwal as
President – consumer
business
MMTC-PAMP, India’s
first and only London
Bullion Market
Association (LBMA) accredited
Good Delivery refinery for
Gold and Silver recently
announced the appointment
of Anika Agarwal as President
– Consumer Business. Anika
would be responsible for
building and delivering the
strategy to build MMTC PAMP’s
brand and footprint in India
across the Physical and Digital
spaces. She will report in to
Vikas Singh, Managing Director
and CEO, MMTC-PAMP.
Anika is a seasoned sales
and marketing leader with rich
experience across diverse and
competitive industries like Retail,
Telecom and Insurance. Anika
has deep expertise in building
strong consumer brands, along
with scaling up direct to consumer
businesses.
GJEPC organises India rough gemstone
sourcing show 2021 in Jaipur
The Gem & Jewellery Export Promotion Council, the apex
body of Gem & Jewellery trade in India, inaugurated the
India Rough Gemstones Sourcing Show 2021 (IRGSS
2021) in the presence of Shri S. C. Agrawal, Commissioner of
Customs, Jaipur along with GJEPC Regional Chairman (Rajasthan
Region) Shri Nirmal Kumar
Bardiya, and CoA members
Shri Vijay Kedia, Shri Ram
Babu Gupta, and Shri Badri
Narayanan Gupta, amongst
others. The show was held
from 13th March 2021 to
19th April 2021 at Jaipur.
The travel restrictions due
to pandemic limited the
manufacturing as Coloured Gemstone industry is largely import
based with dependency on raw material for manufacturing. The
main objective of the show is to provide direct sourcing of rough
gemstones by Indian gemstone manufacturers without having
to travel to different mining countries.
MSME webinar simplifies
E-Sanchit procedures
GJEPC held a webinar on 26th March, 2021 to brief
members on “E-Sanchit”, the single-window customs
clearance portal. Part of the Council’s Uncut 2021
Webinar Series, the hour-long session was moderated by
Manish Jiwani, Convener, Micro, Small & Medium Enterprises
(MSMEs), GJEPC, and featured guest speaker Mihir Turakhia,
Partner, Novel Exim.
E-Sanchit registration has
been made mandatory for
all importers/exporters and
they must electronically
upload documents to obtain clearances. Turakhia briefed
participants on the documentation and other processes
involved in E-Sanchit registration.
He also explained steps such as registration for new users,
how exporters can login to the Indian Customs Electronic
Gateway (ICEGATE) website and E-Sanchit mechanism, and
simplified the method for uploading documents.
80 | february - March 2021 | INDIAN JEWELLER

AssociAtion & trAde bodies
IIGJ collaborates
with Orra
Indian Institute of Gem and
Jewellery (IIGJ) Mumbai,
collaborated with ORRA and
started an intensive twelve day
“ORRA Graduate Retail Trainee
Scheme” training program. ORRA
plans to train more than 100
graduates to take up positions in
their new retail outlets all over the
country.
The objective of “Retail Sales
training” is to develop a team of
young competent fresher’s from
college to manage store operations
and equip them with skills that
would make them efficient and
competent individuals and take on
the roles of Retail sales Associates
at ORRA stores across India.
Present at the inauguration were
Chief Guest Dipu Mehta, Managing
Director – ORRA Ltd, Guest of
honor Sabyasachi Ray, Executive
Director GJEPC, Former Chairman
GJEPC, Board of Directors of IIGJ
- Sanjay Kothari, Cecil De Santa
Maria, The Chief Operating Officer
of ORRA, Sudhir Sohoni, Advisor
Organisation Development and
Head of the Institute Sanjoy Ghosh
graced the beginning of the first
ever OGRTS batch.
INDIAN JEWELLER | february - March 2021 | 81

AssocIAtIoN & trAde bodIes
New IGI jewellery report
brings onboard the best
of seamless technology
The latest version of the IGI Jewelry
Report exhibits exceptional
security features that can assist
both jewellers and end consumers to
evaluate and understand jewellery
better. Security and convenience being
the core aspects, the report elevates
the fine jewellery retail experience to a
whole new level. Features like the bar
code and the QR code makes the report
an easily accessible description of the
jewellery.
The convenience that the report
offers is of undisputed eminence.
It permits printing of reports at the
manufacturer’s as well as the retailer’s
end while maintaining a track of it via
the bar code. The QR code ensures
the authenticity of the report, making
it all the more secure and accessible.
The report is printed on tear resistant
paper, adding to its longevity while
alternatively, an electronic copy of it
may also be stored across all your
smart devices for future reference. The
facility also helps chain stores, print
these certificates at the point and time
of sale across all cities without having
to physically transfer the certificates.
HRD Antwerp launches
‘Authenticity Jewellery Report -
Your Blueprint of Assurance’
On 24th March 2021 in Mumbai the legacy of
Antwerp’s more than 570 years of Diamond
Heritage and the rich diamond history of India,
came together with the launch of the Authenticity
Jewellery Report, aimed at the traditional and authentic
Polki jewellery.
HRD Antwerp believes that these unique jewellery
pieces symbolize a critical element of the traditional
cultural diamond heritage of India. The Authenticity
Jewellery Report captures the essence of Polki or uncut
diamonds mounted in jewellery – notably their natural
origin. Unlike polished diamonds, which have the 4Cs
mentioned in HRD Antwerp’s Natural Diamond Grading
Report, the Authenticity Report will identify the uncut
mounted diamonds’ nature. Every single stone will be
thoroughly screened and checked for its natural origin.
HRD Antwerp will only issue the report for Polki jewellery
containing 100 per cent natural diamonds with no
treatments.
HRD Antwerp’s USP for the authenticity report is ‘Your
Blueprint of Assurance’, thus creating an added level of
confidence for consumers purchasing these timeless
creations. Farah Khan Ali – Founder and Creative Director
– Farah Khan World, Pierre-Emmanuel Brusselmans
– Consul General of Belgium in Mumbai, Sanjay Shah
– Convenor of Diamond Panel Committee of The Gem
and Jewellery Export Promotion Council were the main
guests at the launch accompanied by Jayant Kulkarni –
Managing Director India, HRD Antwerp.
(L-R) Jayant Kulkarni, Pierre-Emmanuel Brusselmans, Farah
Khan, Prernaa Makhariaa & Sanjay Shah
82 | february - March 2021 | INDIAN JEWELLER

Retail
Titan’s Q3 Jewellery Sales
Surge 16% to Rs.5,409 Crore
Titan Company returned to year-on-year growth in sales in Q3
FY 2020-21 led by an impressive festive season recovery in
the jewellery division. Titan’s Q3 jewellery sales grew by 16%
(excluding gold bullion sales of Rs.340 crore) to Rs.6,249 crore,
compared to Rs.5,409 crore in the corresponding quarter of the
previous year.
There was a
significant recovery in
the diamond studded
segment of the
jewellery business, Titan
stated. While coin sales
continue to remain high
(contributing to 8% of
Q3 sales), the wedding
jewellery segment also witnessed a very good growth in the quarter.
The studded mix saw sequential improvement in Q3 2021 to 26%,
although still lower compared to 29% in Q3 2020. The quarter also
witnessed a well-rounded recovery with improvement in walk-ins
and pick up of sale in metros, sub 1-lakh category and studded
segment, Titan added.
D. P. Abhushan standalone net profit rises
110.63% in the December 2020 quarter
Net profit of D. P. Abhushan rose 110.63% to Rs 8.72 crore
in the quarter ended December 2020 as against Rs
4.14 crore during the previous quarter ended December
2019. Sales rose 75.44% to Rs 414.28 crore in the quarter
ended December 2020 as against Rs 236.14 crore during the
previous quarter ended December 2019.
Attributing his success to their
foresighted efforts Anil Kataria, of
D. P. Abhushan expressed his gratitude
towards their well-wishers, business
associates, suppliers and longstanding
clients, he said, “Despite the
pandemic we opened three stores
and this empowered us to book more
profits, plus we are a well-known brand in Central India, this
goodwill has seen us in good stead.”
PNG Jewellers
expands Paud
Road store
CN Deshpande,Director, Jaywant
Sugars Limited Along with Parag
Gadgil, Director, PNG Jewellers
C
.N. Deshpande, Director,
Jaywant Sugars Limited
along with Mr. Parag
Gadgil, Executive Director, PNG
Jewellers recently launched the
new Diamond Jewellery Section
of PNG Jewellers at Paud Road,
Pune.
The existing gold jewellery
store of PNG Jewellers now
will be the main location for
customers to buy gold, silver as
well as diamond jewellery. The
new diamond section will house
over 1000 designs in certified
and hallmarked jewellery and
will also have a display of
Forevermark Jewellery. It is
right next to the existing gold
jewellery store which also
houses silver jewellery.
“We wanted our customers
to find all types of our offerings
within the same location and
hence we decided to move our
diamond and jewellery section
right next to our Gold store,”
said Mr. Parag Gadgil, Director,
PNG Jewellers.
INDIAN JEWELLER | february - March 2021 | 83

RetaiL
Senco Gold and Diamonds celebrates
International Women’s Day
Women are playing a great
role in the growth and
development of our
country. In today’s society, they
have achieved a very active role and
act as the agents of developments.
To acknowledge and honor the
contribution of such women
achievers this Women’s Day, Senco
Gold & Diamonds - most trusted
and women’s preferred jewellery
brand had unveiled a series of
videos christened ‘Inspirators’
which motivates women across
society to follow their dreams.
The series which consisted of 8
videos, features powerful voices
of renowned actress Vidya Balan,
healthcare industry leader Rupali
Basu, actress Jaya Ahsan, women’s
right activist Anuradha Kapoor,
Wild life photographer Ashwika
Kapoor , dancer Dona Ganguly ,
entrepreneur Sujata Chatterjee,
Film Director Sudeshna Roy
narrating their journey to success
and rise to fame. The videos have
beautifully captured their incredible
journey from their childhood. These
tales also tell us how we all have
Inspiring Women in our everyday
life.
The motivational ‘Inspirators
Series’ kicked off with the tale of
actress Vidya Balan how she grew
up, what inspired her to become
an actress and how she made her
name in the entertainment industry.
On 8th March 2021, Padma Shri
awardee and para athlete Deepa
Malik was in a live conversation
with Joita Sen, Director and Head
of Design and Marketing, Senco
Gold & Diamonds, sharing her
experience and journey in the field
of sports and how she inspires
an entire generation of sports
enthusiasts in the country with her
dedication.
CaratLane launches a one-ofa-kind
design competition-
CaratLane Designathon
With the mission to find solutions to small problems
that create big challenges for jewellery designers
and consumers across the globe, Caratlane launched
Designathon on 15th of March, 2021 that gave creative
professionals an opportunity to discover, create and innovate.
Open to designers or professionals from all creative fields
this competition will focus on bringing functionality to designs
and the designs of the Finalists will be launched by CaratLane
and Shaya and they will be entitled to receive recognition and
royalty. Winners will stand a chance to win cash prizes worth
rupees 75,000, 50,000 and 35,000.
84 | february - March 2021 | INDIAN JEWELLER

Retail
Kalyan Jewellers lists
on NSE; trades at
discount on debut
Kalyan Jewellers has successfully launched
one of India’s biggest Initial Public Offerings
(IPOs) in the retail space with its listing on
the National Stock Exchange (NSE) and Bombay
Stock Exchange (BSE) on 26th March. Despite the
excitement generated in the market prior to its
listing, the stock closed on the first day at Rs.75.3
per share, a 14% discount to the issue price.
The listing ceremony concluded at the NSE
building in Mumbai where T.S. Kalyanaraman,
Chairman and Managing Director, Kalyan Jewellers
rang the opening bell along with the company’s
management.
Talking at the listing ceremony, Kalyanaraman
extended his gratitude to the larger Kalyan Jewellers
family, including the company’s employees,
business partners and customers, for their support
over the years. In his speech, he also shed light on
some of the company’s accomplishments, key
milestones and differentiated business strategy.
The Executive Directors of Kalyan Jewellers, Rajesh
Kalyanaraman and Ramesh Kalyanaraman, were
also in attendance.
Kalyan Jewellers currently operates 107
showrooms in 21 states and union territories,
complemented by a network of 766 My Kalyan
outlets across India as well as 30 showrooms in
the Middle East.
INDIAN JEWELLER | february - March 2021 | 85

Branding and ecommerce
Sixth edition of
Kalyan Jewellers
trust ad – a star
studded affair
Keeping with the Kalyan
Jewellers’ tradition of
Trust Series Ad Films,
the brand had announced the
launch of the 6th edition of its
#TrustIsEverything campaign
with a digital film starring all of
Kalyan’s brand ambassadors.
‘Trust’ is one of the most crucial
pillars in the foundation of any
marriage, and this reimagined
rendition of Kalyan Jewellers’
Trust series exhibits the emotion
of ‘Bharosa’ through the storyline
of wedding celebrations across
the country. The 90-second
multilingual film sees global and
regional brand ambassadors
come together, to celebrate their
different identities, languages,
cultures and traditions, woven
together by the emotion of
‘Bharosa’.
Hazoorilal Legacy launches
jewellery campaign for 2021
featuring Tara Sutaria
At the forefront of the fine jewelry segment for the
past 68 years, New Delhi based fine jewelry brand
Hazoorilal Legacy announced the launch of its Brand
Campaign 2021 with brand ambassador, Bollywood star Tara
Sutaria. The charismatic Ms. Sutaria made an announcement
for Hazoorilal Legacy’s campaign launch on her social media,
fondly highlighting her affiliation with the brand.
Commenting on the association, Mr. Ramesh Narang,
Director, Hazoorilal Legacy said, “We’re delighted to have
Tara take our brand story forward. Hazoorilal Legacy stands
for classic and timeless jewelry and Tara, with her immense
talent and remarkable ethics empowers and embraces the
brand’s legacy.”
The campaign’s overarching theme of hope and positivity
comes after what was a difficult last year, globally. Touting
2021 as the year of recovery and zeal, the campaign
intends to evoke the emotions of the audience and create
engagement via #TheNextChapter. Over the next few
months, Hazoorilal Legacy plans to release signature bridal
looks with couture, high jewelry pieces, delicately weaving
the rich cultural heritage of Indian craftsmanship with a
contemporary outlook. The line of statement jewelry from
the Legacy Collection in gold, polki and diamonds has been
extensively curated for the brides-to-be.
86 | february - March 2021 | INDIAN JEWELLER

Branding and ecommerce
Zoya celebrates a legacy of designing and crafting
timeless masterpieces for over a decade
Zoya, celebrates a decade
of illustrious artistry
with rare masterpieces
in diamond, gold and precious
stones. With its heart rooted in
India and a discerning eye on the
world, Zoya has redefined the
way fine jewellery is designed
and experienced in India. Every
singular creation presented by
Zoya is a unique celebration of
design, style and craftsmanship,
both iconic and timeless.
The muse for Zoya’s exquisite
designs has always been the Zoya
woman, a modern sophisticate
who is aesthetically astute,
globally aware and well-travelled.
It stands to reason that her eye
for design and craftsmanship
can only be serviced by Zoya’s
unwavering commitment to
presenting memorable works
of art that are truly unique, each
with its own individual story
of inspiration, as precious and
worthy of being treasured, as the
woman who wears it.
The true testament of Zoya’s
mastery can be found in the
standout designs crafted at the
atelier over the past years. The
luxury atelier prides itself on
designs that imbue traditional
crafts with a contemporary
flavour. Every single piece crafted
at Zoya serves as a work of art,
known to elicit superlatives with
its craftsmanship.
affordable diamond Jewellery for all
The inauguration of Izusa
Diamond Jewellery took
place on October 12,
2018 in UP. Actress Sara Khan
inaugurated it. Today, they have
35 outlets in UP. Izusa Diamond
Jewellery has made it possible
for people all strata to buy and
use diamond jewellery. They
have designed many affordable
diamond jewellery products
which has made these products
accessible to common man.Izusa
Diamond Jewellery products
have been certified by IGI (Indian
Gemmological Institute) and BIS
Hallmark, these certify that their
diamonds are absolutely pure
and real.
Izusa Diamond Jewellery tag
line is ‘Hamara Sapna Har Koi
Pahan Sake Heera Apna’ clearly
states the aim of the company.
Two directors together run the
company – Shri Prakash Sheth
and Shri Shashikant Varma. This
company gives highest priority
to customer satisfaction, total
solutionfor all their queries and
services. Izusa Diamond Jewellery
products are sold throughout
India at a fixed MRP so clients are
never confused. This total clarity
for its clients. Izusa company
distributes its jewellery products
to the ultimate consumer
through its own distributors
and retailers and always looks
for an opportunity to build new
distributors and retailers.
INDIAN JEWELLER | february - March 2021 | 87

ExpErt column
DESIGN DIRECTIVE
Aftab Bandukwala
Founder, Principal
Architect, V-Design
Architectural
Solutions Pvt Ltd
Rule of SectionS
In this Column, Aftab talks about how a jewellery store
should be categorised to get the best outcome
Courtesy: DP Jewellers, Kota
Hello again my dear avid readers! As I had
mentioned earlier, this year we have all
been able to take a step back and reevaluate
our systems, business practices, goals
and vision. As a result of this introspection, we
at V-Design Architectural Solutions Pvt Ltd
have had several inquires for store design. All
of these have been quite diverse; from large
format multiple location roll-out of stores
to high end stand alone boutiques, we have
serviced them all. One theme of definition has
been common to most, which is what I would
like to delve into in this article.
The definition and location of the various
sections and departments are always a matter
of debate. Each jeweller may have their own
preferences, and, geo-demographics also
demand variations to this. So essentially,
there isn’t one right answer to this debate.
However, if I was to speak from experience
the following norms seem to come to play in
helping a decision.
Silver section
Some retailers have a strong presence in this
product and often are able to dedicate an entire
floor or a large part of it for this product. The
range of products also varies from small items
such as chains to large items such as pieces of
furniture. In such a case a basement or a higher
floor is usually preferred for the silver section.
However, in normal retailing where silver
is an ancillary product to the main focus, the
section is placed either right at the front or
somewhere behind. In the former case, the idea
is to keep the low value purchase in the front
so that the more serious buying can be given
more privacy. Also, it helps to show a crowded
showroom from outside. In case of the latter,
the reason is exactly the opposite. The retailers
prefer to showcase the main product upfront
and therefore ancillary products such as silver
are kept further inside.
Some retailers
prefer to keep the
very high end gold,
kundan and polki
jewellery either in a
slightly or completely
segregated area,
sometimes on a
separate level itself
Gold section
Most retailers are unanimous in the decision
to keep gold retailing upfront. In this too,
if there is the possibility of creating central
‘wells’ which do not have rear wall display
then these are used to retail bangles, bracelets,
rings and smaller earrings as these can’t really
be effectively showcased in a rear wall display.
Further, the higher value gold items are
kept towards the rear so that they can be sold
in privacy and without too much distraction.
Some retailers prefer to keep the very high
end gold, kundan and polki jewellery either
in a slightly or completely segregated area,
sometimes on a separate level itself.
Diamond section
This is a higher value retailing by virtue of
the price points and so merits a separate area
also obviously because of the nature of the
product. The lighting required is also different
therefore it works well if the section can be
segregated or at least be kept further into the
store. We have often successfully recommended
an entry level diamond product in the gold
section for the purpose of cross merchandising
as well as covering threshold buyers.
This should give you a broad idea of what
works. However, as mentioned, every retailer
has their own preferences and experience
with customers and we always take that into
account.
88 | february - March 2021 | INDIAN JEWELLER

Aquamarine
Aquamarine, the blue to green-blue variety of the
mineral beryl, gets its name from the Latin words
for ‘seawater.’ The gem was once believed to calm
waves and keep sailors safe at sea. It was also
thought to enhance the happiness of a marriage.
Colour
Aquamarine is generally light to medium in tone.
Its most desirable colour is a vibrant, medium-dark
blue to slightly greenish blue.
Clarity
Aquamarine may occur as large well-formed
crystals that are relatively clean, making them
particularly valuable to collectors of mineral
specimens. Some crystals might contain liquid
inclusions, but most faceted aquamarines are free of
eye-visible inclusions.
Treatments
Aquamarine is usually heat treated to remove the
green component and leave a purer blue colour.
Cutting the rough and then heating the fashioned
stones is standard practice.
Sources
Brazil has been the main source of gem-quality
aquamarine since 1811; most mines are located
in the state of Minas Gerais. Pakistan is another
significant producer of aquamarine.
To learn more about aquamarine and other popular
gemstones visit GIA.edu/gem-encyclopedia
Carat Weight
Aquamarine is available in a wide range of sizes,
including many fine gems of 25 carats and larger.
Generally, smaller sizes are lighter in colour. Cut
gems are more likely to have a darker colour if they
are larger than 5 carats.
Image Courtesy of: Dean Willard
This article is provided by GIA (Gemological Institute of America ® ).
GIA.edu
Learn More About GIA Education Programmes and Laboratory Services in India
GIAindia.in Email: labindia@gia.edu Email: eduindia@gia.edu
©GIA 2019. GIA® and Gemological Institute of America® are registered trademarks of Gemological Institute of America, Inc.
90 | february - March 2021 | INDIAN JEWELLER
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