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Jewelex Group Innovating Success
A company with a holistic approach, a clear vision and some innovative thinking, the Jewelex Group has emerged as one of the frontrunners amongst jewellery suppliers to the world and to India, finds Nilan Singh.
By: Diamond World News Service
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Aug 18 2011 2:52PM
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Reference: 6255  

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That do the Wright Brothers’ aircraft, the Model ‘T’ Ford, the Taj Mahal and the Eiffel Tower have to do with diamonds or jewellery? Or for that matter with a company manufacturing those products? Think a little harder, a little differently and you might find the answers. No? Then we’ll let the Jewelex Group itself provide the answers. As their innovative website explains, the aircraft symbolises man’s dream to fly; the Ford, a car for the masses made luxury accessible; the Taj is the greatest monument to love, a jewel above all others; and the Eiffel Tower a colossal tribute to technique. Put all these thoughts and qualities together and you have an amalgam of what makes for a cracking good company. But understand the lateral thinking that has produced the symbolism and you can appreciate what makes Jewelex stand apart. It is the vision, the ability to innovate, the propensity to allow the imagination to soar unfettered.

Jewelex traces its inception back to 1966. It became a DTC sightholder in 1973 and has been one since then. It is one of the few groups in the country today which straddles the gems and jewellery industry from rough to retail; and through sheer drive, innovation and passion for excellence has created a presence and name for itself. Though its operations span the diamond and jewellery worlds it is in the latter that it has earned for itself accolades and admiration. The Jewelex Group’s jewellery enterprise began as an export oriented one, and over a decade back, it was again one of leading companies to recognise the immense potential of the Indian market and set up a division entirely oriented to the manufacture of jewellery for the domestic market.

International Operations

For its export oriented products, Jewelex has three dedicated manufacturing units with a workforce of over 1100 persons. Its manufacturing is divided into _ ve divisions: Wax Set Division, Machine Set Division, Special Order Division, Platinum Division and Bridal Division. Over the years, the company has penetrated most established and emerging markets across the globe. Starting with the leading consumer market USA, Jewelex has clients in Europe, Australia, Middle East, Russia, South Africa and India as well.

The company also has a focused strategy towards these markets. “We started penetrating different markets in the world and have a strong foothold in each of them by now,” explains Ashish (Bobby) Kothari of Jewelex. “We are a well balanced company successfully covering all the major markets of the world. Jewelex has built and thrived on a strong platform to be able to serve each of the customers in each of the territories successfully ensuring that we accomplish our target of being amongst the top three suppliers of each customer.”

It is a focus which is not just cystal clear, but also relentless in its belief in value addition which has helped build the organisation as one of the top _ ve jewellery exporters from India. As Kothari explains, “It is very important for us to believe that we would be able to improve the customers’ business and take it to a different level - if not we choose not to take the business up at all.” There is also an acute awareness of the changes taking place in the distribution system all over the world. “Going forward our target is to focus mainly on retailers,” says Kothari.

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